brand guide may 2016
Contents Our Purpose...4 Our Position...6 Our Identity...10 Logo...11 Format...12 Format with Tagline...14 Clear Space...16 Sizing...18 Scaling...19 Background...20 Color...22 Primary Palette...22 Single Color Use...23 Support Palette...24 Combined Palettes...24 Limited-Use Color...25 Color-Coded System...25 Typeface...26 Icons...27 imagery...28
Our Language...30 Our NAME...31 Styling...32 Message...33 Campaigns: Reach & Raise... 34 Mark...35 Formats...36 Clear Space...37 Sizing...38 Scaling...39 Background...40 color...42 Single-Color Use...43 Placement...44 Presenter Logos...45 Support Logos...46 Collateral...47 The Name...48 Written Format...48 Tagline...49 Imagery...50 Living Beyond Breast Cancer 3
Our Purpose
To ensure that no one impacted by breast cancer feels uninformed or alone. Living Beyond Breast Cancer 5
Our Position
We connect people who are impacted by breast cancer to high-quality and easy-to-access information and programs that provide a community of support. Living Beyond Breast Cancer 7
our position Our personality Warm Welcoming Supportive Our mission To connect you to trusted breast cancer information and a community of support Our character Inclusive Knowledgeable Reliable Our voice Our focus Attributes Clear Trusted Hopeful You, your loved ones and your healthcare providers Honest Relatable Compassionate 8 Brand Guide our position
our position Online In print Our methods On the phone In person Living Beyond Breast Cancer 9
Our Identity
logo Our logo is a symbol of connection connection to a community, connection to trusted information, connection to a network of support. The graphic shapes embrace one another in a trusted grip, communicating the reliable nature of our organization. The logo is accompanied by a logotype that boldly stands in all uppercase letters, with an emphasis on Living Beyond. This subtle weight shift helps to communicate hope that people are more than a breast cancer diagnosis. Note: For legal protection, the logo appears with the TM symbol on all printed and electronic material. Once the trademark application has been accepted and placed on file, the TM will be substituted with an R. Living Beyond Breast Cancer 11
Logo Format The logo is the signature symbol of Living Beyond Breast Cancer. It is composed of a graphic and a logotype. GRAPHIC The logo always features both the graphic and the logotype. Never redraw or alter the logo, including the placement and size relationship of the graphic to the logotype. The graphic is not used as a freestanding element except on social media where it functions as an icon and in responsive environments where minimum size requirements cannot be maintained (see page 27). LOGOTYPE The logotype is set in Brandon Grotesque Black and Brandon Grotesque Medium. Its two-line format is preset and should not be recreated for any purpose. It is never used as a freestanding element. 12 Brand Guide our identity
Format Living Beyond Breast Cancer has two logo formats stacked and horizontal. The horizontal format is most successful in wide spaces (see Guide covers on pg. 25). The stacked version works most successfully in square or narrower spaces. Logo StACked Horizontal Living Beyond Breast Cancer 13
Logo Format with Tagline Both the stacked and the horizontal format of the logo have a tagline lock-up. The tagline "With you, for you." appears directly under the mark centered on the stacked version and flush right on the horizontal format. The visual expression of the tagline font, size, placement and distance from the organization name is pre-set and connot be altered in any way. StACked version with tagline horizontal version with tagline 14 Brand Guide our identity
Format with Tagline The stacked and horizontal logo formats with the tagline lock-up should be used on all branded collateral. Exceptions to this rule are below. Logo The tagline lock up is not required: on co-branded initiatives such as Reach & Raise (see page 35). when the logo appears smaller than 1.5." for use on non-lbbc related material (sponsorships, joint initiatives, partnerships) on merchandise (tote bags, shirts, umbrellas, pens) when the tagline is being used as the focal point of a design or presented for emphasis as in the example below 610.645.4567 lbbc.org With you, for you. Living Beyond Breast Cancer 15
Logo Clear Space (minimum requirement) StACked and horizontal versions The logo requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. The height from baseline to baseline of the logotype is the clear space measurement. 16 Brand Guide our identity
Clear Space (minimum requirement) tagline lock-up versions Logo The logo requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. The height from the baseline of "Breast Cancer" to the baseline of the tagline is the clear space measurement. Living Beyond Breast Cancer 17
Logo Sizing StACked version While the logo is highly legible at most sizes, the version without the tagline must not appear smaller than 1" wide. The logo with the tagline must not appear smaller than 1.5." Smaller sizes will compromise the legibility of the logotype. 1" 1.5" horizontal version The version without the tagline must not appear smaller than 1.5" wide. The logo with the tagline must not appear smaller than 1.5." Smaller sizes will compromise the legibility of the logotype. 1.5" 2" Responsive environments If the logo becomes illegible due to screen size, it is acceptable to collapse the logo into the graphic (name and tagline are eliminated). In these cases, the graphic functions as the sole indicator of the organization. 18 Brand Guide our identity
Scaling Logo The logo is scaled proportionately without distortion. Stretching or compressing is never acceptable. Living Beyond Breast Cancer 19
Logo Background Guidelines apply to both logo formats. The logo always appears on a white background for maximum legibility. Color patterns and backgrounds will compromise the integrity of the logo and its effectiveness. 20 Brand Guide our identity
Background Guidelines apply to both logo formats. Logo In situations where the background cannot be controlled, the logo appears in one color only white logo on dark backgrounds, and berry logo on light backgrounds. If black is the only option for printing, berry should be substituted for black. One-color logos can be provided upon request. Living Beyond Breast Cancer 21
color Primary Palette Our primary color palette, berry and gold, signifies an important duality that is embedded in the organization s culture, a place where one can find strength and comfort, information and compassion, individual attention and community. This palette is dominant in all materials produced by Living Beyond Breast Cancer. The logo always appears in the two colors as shown at right unless a situation arises where reproduction is limited to one color. (See Single-Color Use, pg. 23). 100% Berry 70% Berry 100% Gold 70% Gold 22 Brand Guide our identity
Berry PMS 228 R 131 G 0 B 81 C 15 M 100 Y 11 K 41 HEX #8f1d59 Single-Color Use When two-color printing is not an option, the following rules apply with regard to the logo: an all-white logo should be used on dark backgrounds. an all-berry color logo should be used on light backgrounds. if limited to only one color, an all-berry logo should be used. an all-gold logo is never an option for single-color use. color Gold PMS 130 C / PMS 7549 U R 240 G 171 B 0 C 2 M 30 Y 100 K 0 HEX #f4a71c Notes: When color is not an option, the logo should be produced in black or reversed out to white. For offset printing in two colors on uncoated paper, the gold PMS color is 7549. This is the ONLY time that PMS 7549 should be used. Living Beyond Breast Cancer 23
color Support Palette The orange, blue, and grape support palette is used as an accent. Orange (PMS 164) R 255 G 127 B 69 HEX #ff8041 C 0 M 55 Y 75 K 0 Combined Palettes The primary and support palettes can be used together at full opacity or screened at any percentage. Screening allows for a full range of tone and expression from strength and clarity to quiet and compassionate. Aside from Limited-Use Color and the Color-Coded System (see page 25), no new colors should be used for any purpose. Consistency with color is critical to the integrity of the brand. Blue (PMS 7456) R 103 G 115 B 182 HEX #6773b6 C 72 M 50 Y 0 K 0 Grape (PMS 2617) R 73 G 14 B 103 HEX #490e67 C 83 M 100 Y 24 K 20 24 Brand Guide our identity
Limited-Use Color Metallic gold and metallic silver can be used in limited situations. For example, they can designate a level of giving (gold level, silver level) on advancement materials. These are never used on marketing or promotional materials. PMS 8643 PMS 877 color Color-Coded System A unique color system is used on the Guide to Understanding series as a way of creating distinction and visual separation between the titles. This system should never be utilized on other collateral. It is specific to this series ONLY. Living Beyond Breast Cancer 25
typeface Living Beyond Breast Cancer uses a single-font approach to convey clarity and simplicity. Source Sans broad-based appeal signals inclusion. The heavier weights communicate strength and reliability, while the lighter weights message openness and accessibility. It is both flexible and legible at all sizes. Source Sans Pro Five Recommended Styles: Light: Aa Bb Cc Dd Ee Ff Gg Regular: Aa Bb Cc Dd Ee Ff Gg Semibold: Aa Bb Cc Dd Ee Ff Gg Bold: Aa Bb Cc Dd Ee Ff Gg Black: Aa Bb Cc Dd Ee Ff Gg 26 Brand Guide our identity
icons icons While Living Beyond Breast Cancer s visual identity does not include an official suite of icons, consistent treatment is required with those that are used. LBBC Graphic On all social media platforms, the logo's graphic is used as an icon to represent the organization. There is only one presentation of this graphic, which utilizes the primary color palette and is set against a white background. Use of this graphic as an icon is limited to social media and responsive environments in which the logo in its entirety cannot be viewed at the minimum size (see page 18). It is important that in all other instances, the graphic be locked up to the logotype and used as a logo, not as a symbol. Icons: Twitter Facebook Instagram YouTube Social Media Icons Icons for social media are presented in Living Beyond Breast Cancer s berry color. When placed against a dark background, they knock out to white. Living Beyond Breast Cancer 27
imagery Living Beyond Breast Cancer uses professional, high-quality imagery to authentically represent the message and goals of the organization as well as the people it impacts. Stock photography is never to be used. The official photo gallery features volunteers whose lives have been affected by breast cancer. It reflects a broad range of people of different ages, ethnicities, sexual orientations, races, genders and abilities. Photos are used to illustrate specific content and to express the position of the organization. Personally supplied snapshots of people impacted by breast cancer are acceptable for specific use such as Insight, conference program guides and online articles (e.g., the blog, social media posts). These photos represent a personal voice and are not intended to convey the personality or attitude of Living Beyond Breast Cancer. Photos can be used as full-bleed images or insets. 28 Brand Guide our identity
Living Beyond Breast Cancer 29 graphics
Our Language
our name Living Beyond Breast Cancer is the official name of the organization and should be used in full orally, in writing, and when referred to in print or electronic formats. It is never acceptable to abbreviate the name in any fashion except in the following instances: When a document introduces the organization by its full name but refers to it in multiple instances throughout the body of the document. In this case, the first mention should include the abbreviation in the format below. All mentions thereafter can be abbreviated to LBBC: Living Beyond Breast Cancer (LBBC) Oon Twitter and Instagram, where the name has been collapsed into the handle: LivingBeyondBC in the url where the name has been abbreviated to LBBC: LBBC.ORG Living Beyond Breast Cancer 31
our name Styling The Name When the name is written or typed, it should be styled with initial capitals and lowercase letters: Living Beyond Breast Cancer The Abbreviation The abbreviation should be set in uppercase when serving as a substitute for the full name: LBBC URLs The organization's URL should appear in uppercase letters. LBBC.ORG When displayed within a vanity url, the organization url should be lowercase. lbbc.org/infocus lbbc.org/get-support/get-involved lbbc.org/mbc360 lbbc.org/insight 32 Brand Guide our language
message Tagline The primary message of the organization is encapsulated in the tagline: With you, for you. It is contained within a logo lock-up (see page 14) and should be used on all branded material. Exceptions to the rule for use of the "logo format with tagline" can be found on page 14. Living Beyond Breast Cancer 33
campaigns Reach & Raise: Yoga for a Reason
mark ICONS SIMPLIFIED FOR SOCIAL MEDIA Reach & Raise is the annual fundraising event for Living Beyond Breast Cancer. The official mark is used on all related material. The mark includes the LBBC logo, campaign name and tagline as a unified visual. No part of this mark should ever be redrawn or altered. There are two official formats for the mark (see page 38). Exceptions: On LBBC-hosted social media accounts, the mark serves as an icon to represent the event. The tagline and LBBC logo are removed. YOGA FOR A REASON When appearing on LBBC-branded collateral (e.g., LBBC s website, brochures, newsletters), the mark can exist without the LBBC logo. YOGA FOR A REASON YOGA FOR A REASON Note: For legal protection, the mark appears with the TM symbol on all printed and electronic material. Once the trademark application has been accepted and placed on file, the TM will be substituted with an R. Living Beyond Breast Cancer 35
mark Formats Either format below is used for branding. Selection should be based on available space. The formats below should be used for all external publicity, marketing efforts and by partners, sponsors, individuals and organizations who are promoting the event on behalf of LBBC. No changes can be made to the size of the LBBC logo or its relationship to the Reach & Raise mark. YOGA FOR A REASON YOGA FOR A REASON Stacked Horizontal 36 Brand Guide campaigns
Clear Space (minimum requirement) The mark requires equal clear space around all four sides in order to minimize distraction caused from surrounding type or graphics. Whenever possible, increasing the clear space beyond what is outlined below is preferred. mark YOGA FOR A REASON YOGA FOR A REASON Living Beyond Breast Cancer 37
mark Sizing StACked format Horizontal format YOGA FOR A REASON YOGA FOR A REASON 2.25" 3.5" The stacked mark should not appear smaller than 2.25" wide. The horizontal mark should not appear smaller than 3.5" wide. Smaller sizes will compromise the legibility of the LBBC logo. The mark is scaled proportionately without distortion. 38 Brand Guide campaigns
Scaling mark YOGA FOR A REASON YOGA FOR A REASON The mark is scaled proportionately without distortion. Stretching or compressing is never acceptable. Living Beyond Breast Cancer 39
mark Background Guidelines apply to both formats. YOGA FOR A REASON YOGA FOR A REASON The mark always appears on a white background for maximum legibility. Color patterns and backgrounds will compromise the integrity of the mark and its effectiveness. 40 Brand Guide campaigns
Background Guidelines apply to both formats. mark Yoga for a reason Yoga for a reason In situations where the background cannot be controlled, the mark should appear in one color only white logo on dark backgrounds and berry logo on light backgrounds. If black is the only option for printing, berry should be substituted for black. One-color logos can be provided upon request. Living Beyond Breast Cancer 41
color Reach & Raise Color Palette The palette for this campaign combines the primary palette and the orange color from the support palette. (See color breakdowns on pages 21 and 22.) The three-color mark is used on all communications, marketing and promotional materials. 100%: Orange 100%: Gold YOGA FOR A REASON 80%: Berry gradation effect between berry and orange 42 Brand Guide campaigns
Single-Color Use When three color printing is not an option, the following rules apply with regard to the mark: color An all-white mark should be used on dark backgrounds. (See pg. 41) An all-berry (at 100%) mark with no gradations should be used on light backgrounds. This is required because of the co-branding. (See pg. 41) If limited to only one color, an all-berry (at 100%) mark with no gradations should be used. An all-gold mark is never an option for single-color use. Yoga for a reason Yoga for a reason Note: When color is not an option, the mark should be produced in black or reversed out to white. Living Beyond Breast Cancer 43
placement In order to bring attention to the campaign as well as maintain the critical connection of Reach & Raise to Living Beyond Breast Cancer, it is important that sponsor logos do not compete with the campaign mark. Presenter Logos Placement of external logos must comply with the minimum clear space rules. Increased clear space is encouraged whenever possible. Presenter logos should never be sized higher than the space from the bottom of the mark to the top of RAISE. In cases where one is left to use their judgment about the size and presentation of the presenter logos, the goal is to communicate that it is subordinate to the campaign mark. YOGA FOR A REASON Stacked Presented by LOGO 44 Brand Guide campaigns
Presenter Logos Rules for sponsor logo placement apply to both the stacked and horizontal formats. placement Presented by YOGA FOR A REASON LOGO horizontal Living Beyond Breast Cancer 45
placement Support Logos In order to create a clear hierarchy between the campaign mark, presenter logos and support logos, it is recommended that support logos be visually smaller communicating less importance than the presenter logo. Presented by YOGA FOR A REASON LOGO support logo support logo support logo support logo Stacked 46 Brand Guide campaigns
Collateral The Reach & Raise mark should be prominently sized and placed on promotional material. Photography is limited to single images whenever possible to minimize a cluttered appearance. Event photos are used for illustration purposes. placement Living Beyond Breast Cancer 47
The Name Written Format In all communication, marketing and promotional material, the campaign name is written with Initial capital letters for both words and an ampersand. Reach & Raise An and should never be used between Reach and Raise with the exception of the official url. At this time, ampersands cannot be used in urls. ReachAndRaise.org Reach & Raise is inextricably linked to Living Beyond Breast Cancer. When introducing the campaign for the first time both orally and in writing, it is: Living Beyond Breast Cancer s Reach & Raise In a document where the campaign name is referred to multiple times, after the first mention it can be collapsed to: LBBC s Reach & Raise 48 Brand Guide campaigns
Tagline The event tagline yoga FOR A REASON is used to provide context for Living Beyond Breast Cancer s Reach & Raise experience. It is used in conjunction with the logo (see page 39) and in forms of communication as a consistent reminder of what makes the event different from other fundraisers. These particular words best capture that experience. the name Rules for Use in Copy When yoga FOR A REASON is used as a headline, the text should appear in all caps using a font and text size consistent with the main copy. Example: yoga FOR A REASON Join thousands of people who want to make a difference in the lives. Iif the tagline is used within a body of copy, a font and text size consistent with the main copy should be used. Example: Living Beyond Breast Cancer s Reach & Raise participants will be doing yoga for a reason on Sunday, May 15. Living Beyond Breast Cancer 49
imagery Living Beyond Breast Cancer uses professional, high-quality imagery on all collateral to promote Reach & Raise. Photos can be used as full-bleed or insets. Single-image use is preferred over multiple images. Photo selection is based on the following: Environment Photos that feature landmarks or large open spaces help to communicate where the events take place. Community Photos that feature multiple people within a crowd setting are key to illustrating the communal nature of the events. Close-up photos of single individuals are discouraged, as they may appear to single out a certain type of participant. They also limit our ability to convey a sense of community. Diversity Every attempt is made to capture a diverse range of ages, ethnicities, races, physical abilities and genders. Whether one is a seasoned yogi or a first-time yoga-goer, LBBC strives to show a full range of participants in order to message that all are welcome and encouraged to participate. Activity Photos that illustrate simple, non-intimidating yoga poses convey the event s universal appeal. Anyone can do it. Group yoga poses message a low-impact activity, as opposed to a race or a competition. 50 Brand Guide campaigns
Living Beyond Breast Cancer 51 imagery