BRAND PLATFORM The Fugees Family provides a space for refugee kids to heal and meet others like them from different countries who have been through similar experiences. The players might begin by regarding one another with distrust or even hostility. By conducting drills with various players grouped together and enforcing an English-only policy at all times, the kids learn to cooperate. Africans and Asians, Northern and Southern Sudanese, Muslims and Christians, Sunni and Shia Muslims - they all play on the same team, finding their commonalities within the learning of a new language and teaming up for a soccer game instead of focusing on their differences. Their bonds make them more secure in their own identity and more capable of acclimating to the mainstream. This positioning is to help you focus and define the Academy both visually and verbally. 2
BRAND PERSONALITY INVOLVEMENT TEAM BUILDING MENTORSHIP FAMILY ACADEMICS FUTURE Giving kids the chance to introduce themselves into a new community. Allowing kids to work together and gain skills in and out of their age group. Loving mentors who are devoted to teaching refugess. A place to call home and a place that feels safe and reliable. A chance to gain access to a full-fleged educational program. Giving children their idea that they can be in charge of their future. 3
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THE PRIMARY LOGO & PLACEMENT To completely comprehend the Fugees logo, the space between the logo and any new copy or visual distractions should 1/4 of the diameter of the logo from one outer point to the direct opposite point. The logo should never be altered in any way, nor should the space between the logo and an outside visual. The type included in the logo should always be scaled with the visual part of the logo. The minimum size for the logo should be 1 for full comprehension. 5
THE SECONDARY LOGOS The Fugees logo is also available in two secondary standards, a logotype and an icon. The icon should be used in all of the sports-related items. The same measuring treatments should be applied to both secondary logos, as it is applied to the primary logo. 1/4 of the width of the logotype and 1/4 the diameter of the icon. These secondary logos should not be used interchangeably with the primary logo and will follow a certain set of instructions when applied. 6
COLOR APPLICATIONS The Fugees color palette consists of a two-color scheme in the green color family. This was created to be maintained so that the colors will be associated with the brand of the Fugees. These are the only colors that should be associated with the Fugees in terms of logo branding. 7
BLACK & WHITE AND GRAYSCALE The Fugees logo is able to translate into black and white and gray-scale logos with ease. The logo should only be translated as seen and as any program should allow. The change should be implemented in a manner that converts the colors automatically and should never be attempted by hand. 8
REVERSED LOGO VARIATIONS The Fugees logo is able to be reversed into white on black or either of the two main colors. The logo should also be used with four suggested backgrounds if the option is ever necessary. 9
UNACCEPTABLE USAGE OF THE LOGO Never create a 3-D logo Never use a drop-shadow Never outline the text The logo should never be used or altered in any way, shape, or form so as to further brand integrity. These examples demonstrate incorrect usage of the logo. These unacceptable usage examples should be used for the secondary logo icon as well. Never rotate the logo Never resize the text Never add extra text 10
UNACCEPTABLE USAGE OF THE LOGO Never stretch the logo in any direction Never place over a person Never place over text Never place over an action-shot Never place over a soccer pattern 11
UNACCEPTABLE USAGE OF THE LOGO Never create a 3-D logotype Never use a drop-shadow Never outline the text Never rotate the logotype Never recolor the logotype Never distort the logotype Never stretch the logo in any direction 12
UNACCEPTABLE USAGE OF THE LOGO Never place over a person Never place over text Never fill with an image Never place over an action-shot Never place over a soccer pattern 13
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TYPEFACES abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 15
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BUSINESS CARD 2 The business card for the Fugees brand was designed with a more economical sense in mind. There are no bleeds which allow for cheaper printing. We added a white border around the edge of the front to add a sense of sophistication and color to the piece. The business card should always be printed on white paper to achieve this stark border. Any other color would ruin the marriage between the colors. The back of the card should always stay vertical. This allows the ability to change the name and contact information of the person on the business card. The primary logo should always be used on all of the stationary, even with a secondary logo. 3.25 3.5 3.5.80 2.15 P.O. Bo x 388 Sc ot td ale, GA 30079 o: 678-358-0547 e: info@fugeesfamily.org 17 2.8
LETTERHEAD 18
THANK YOU CARD We have created a thank you card for you to use when you receive donations from various donors. The words can be altered to easily fit that of a volunteer, child support group, business, or whoever needs to be thanked. Type and logo sizing should stay the same and should never be altered. 5.5 4 19
NEWSLETTER We have also created an HTML Newsletter document that you will be able to e-mail to your patrons, various organizations, sponsors, and the families or support groups for the children. This allows you a much more affordable way to communicate to people outside of the academy. 20
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MASCOT & TEAM EMBLEMS 22
FIELD 23
DRINK CONTAINERS 5 gal. 16 oz. 24
CLIPBOARDS & STICKERS 2 in. 25
GAME TICKETS 26
TEAM UNIFORMS 27
ACADEMY UNIFORMS 28
FLAGS & BANNERS 29
ATHLETIC AND SCHOOL BAGS 30
VEHICLE 31
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CONCEPTS The You re Home concept lends itself towards the academy side of the organization, playing on the idea that the school is where everyone from completely different parts of the world come to congregate in a similar style to learn the same things and grow as a new family. We wanted to portray the idea that the child is coming to a place where they can feel like they are part of a family, surrounded by assistance and supporters. The Refugee Awareness concept focuses on where the children are coming from and how people can become donors and help assist in creating a place for these children to come. 33
CONCEPT 1 - YOU RE HOME Commercial: This would be presented in public location screens such as train stations or bus stations. It is recurring animated clip of players kicking a soccer ball from different cultures and regions of the world. The purpose of this piece is to present the Fugees as more than just a nonprofit organization, but a place to call home. Donor Brochure: It s more than just soccer, Caoch Luma says, now they have this environment where they feel safe, where they have this camaraderie, where they have each other s back. They have a sense of knowing so many more people and being able to identify with others. Helping child survivors of war rebuild their lives one step at a time. This brochure will go to donors of the the Fugee foundation. Poster Set: We decided to create a poster campaign that brings the concept together in a more tradition advertising sense. We plan on pushing out this ad campaign into different traditional advertising cells including billboards, signs, buses, ect. 34
COMMERCIAL https://vimeo.com/81287833 35
DONOR BROCHURE 36
POSTER SET MORE THAN JUST A SOCCER TEAM. 37
CONCEPT 2 - REFUGEE AWARENESS Multimedia Video: This would be presented in public location screens such as train stations or bus stations as well as screens inside the public transit vehicles. The purpose of this piece is to present the Fugees as more than just a nonprofit organization, but a place where kids from all over come together. Story Pods: We wanted to create an active interface for viewers that would give them the chance to learn about refugees that come to the Fugees Family, but also an opportunity to tell their own story and record something for the children, showcasing a worldly view of people for everyone to see. This would be displayed in an airport or gallery of some sort. Wall Mural: We decided to create a wall mural that is similar to an infographic and shows statistics, quotes, and stories about how refugees are treated around the world and what causes refugees to leave their countries of origin. This mural is going to be a more type based installation to showcase the information in a much cleaner and direnct manner. 38
MULTIMEDIA VIDEO https://www.youtube.com/watch?v=egbnlcogw50&feature=youtu.be 39
STORY PODS 40
WALL MURAL 41
This branding adventure produced by 43