brand guidelines UPDATED: October 2013 WELCOME The Teach One to Lead One brand is the most important asset across all mediums of visual communication. It is the identity and perception created in the minds of our audience. Our brand goes beyond logos, colors, fonts and tag lines – it embodies the overall impression in the way people think, feel and react when they encounter the name and website of Teach One to Lead One. The brand guidelines in this manual are intended to serve as a starting point and outline for development and implementation of the Teach One to Lead One brand. In essence, these guidelines allow for creativity and flexibility, but special attention should be given to ensure quality and consistency. Thank you for partnering with us to continue to create a positive visual expression of the Teach One to Lead One brand. OUR NAME The name is officiallyTeach One to Lead One, however the title should always be capitalized as written above and ITALICIZED. If abbreviated in writing, It may only be written as T1L1, and may NOT be used in any of the following ways: • t1l1 • tonelone • T-1-L-1 • T1-L1 • t1-l1 • Or any other abbreviation not mentioned here. Teach One to Lead One | BRAND GUIDELINES 2 LOGO BRIEF The Teach One to Lead One brand is very professional and competent; it can be used in one of two ways; vertically or horizontally. TeaCH LEAD Teach One to Lead One | BRAND GUIDELINES 3 LOGO COLOR OPTIONS These are the color options that can be used for the Vertical Variation of the Teach One to Lead One logo. TWO VARIATIONS of VERTICAL LOGO FULL COLOR ONE-COLOR Vertical Logo over White or Light Colored backgrounds. Vertical Logo over Black or Dark Colored backgrounds. May also use a dark One-Color Logo as seen below. May also use White Logo if it agrees with this document. Vertical Logo over Light Background. Vertical Logo over Dark Background. May also use Color Logo above. May also use Color Logo if it agrees with this document. Teach One to Lead One | BRAND GUIDELINES 4 LOGO COLOR OPTIONS These are the color options that can be used for the Vertical Variation of the Teach One to Lead One logo. Any Brand colors found on page 12 may be used to replace primary colors of the logo under the below guidelines. NOTE: Keep in mind that this document is a guideline and there are numerous color options that may be used for this logo. These combinations, and the other variations seen throughout this document, are best practices and examples of how to combine the colors together to create the best brand. THIS COLOR PALETTE, AND THE ENTIRE SECONDARY COLOR PALETTE ON PAGE 12, SHOULD BE USED SPARINGLY AND ONLY IF NECESSARY. Teach One to Lead One | BRAND GUIDELINES 5 LOGO COLOR OPTIONS These are the color options that can be used for the Horizontal Variation of the Teach One to Lead One logo. Horizontal Logo over White or Light Colored background. May also use a dark One-Color Logo as seen below. Horizontal Logo over Black or Dark Colored background. TeaCH LEAD TeaCH LEAD Horizontal Logo over Light Photo/Textured background. May also use Color Logo above. Horizontal Logo over Dark Photo/Textured background. TeaCH LEAD TeaCH LEAD NOTE: THERE ARE SECONDARY BRAND COLORS CHOSEN FOR T1L1 FOR MORE CORPORATE ENVIRONMENTS. PLEASE SEE PAGE 12. Teach One to Lead One | BRAND GUIDELINES 6 LOGO COLOR DON’TS The following are representations of how our logo should not be displayed in any case. All of these should be avoided with both vertical and horizontal variations of the logo. No harsh drop shadows under any version of the logo No odd colors used with any version of logo No stretching or distoring any version of the logo No strokes used with any version of logo No patterns or textures, including photos, used with full color logo that make logo difficult to see Teach One to Lead One | BRAND GUIDELINES 7 LOGO COLOR DON’TS The following are representations of how our logo should not be displayed in any case. All of these should be avoided with both, vertical and horizontal variations of the logo. No harsh drop shadows under any version of the logo No odd colors used with any version of logo TeaCH LEAD TeaCH LEAD No stretching or distoring any version of the logo No strokes used with any version of logo TeaCH LEAD TeaCH LEAD No patterns or textures, including photos, used with full color logo that make logo difficult to see TeaCH LEAD Teach One to Lead One | BRAND GUIDELINES 8 LOGO TAGLINE OPTIONS Below are the standards for our logo tagline. Our tagline is TAKE the RISK and SHOULD NOT be any other variation, such as TAKE A RISK. Any BRAND COLORS, PRIMARY or otherwise, may be used for the TAGLINE. NOTE: When with the full logo, the tagline can either be out to the right of the logo or centered below the logo. Teach One to Lead One | BRAND GUIDELINES 9 OUR TYPEFACE The typeface of a logo can be very important, especially in defining professionalism and quality of your brand. GEARED SLAB FAMILY Thin, Regular, Bold, Extrabold KERNING BETWEEN 80-100 This is the primary font that will be used for all BODY CONTENT text, as well as some HEADERS and TITLES. ABCDEFGHIJKLMNOPQRSTUVWXYZAa abcdefghijklmnopqrstuvwxyz (.,;:?!@#&) 1234567890 FONTS USED IN THE LOGO.SHOULD BE USED AS SUPPORTIVE FONTS RANGER BELLO SCRIPT This font is used sparingly and only as This font will be used design support. primarily for HEADERS and TITLES. It should always be LOWERCASE. ABCDEFGHIJKLMNOPQRSTUVWXYZa ABCDEFGHIJKLMNOPQRSTUVWXYZ A abcdefghijklmnopqrstuvwxyz (.,;:?!@#&) 1234567890 Teach One to Lead One | BRAND GUIDELINES 10 OUR TYPEFACE Below is an example of how our typefaces should be used in context. the proof AT-RISK KIDS is a middle school kid in the 8th grade, he loves to play basketball, he has no father at home, he has several younger siblings, he is overwhelmed trying to take care of Mark his home while his mother works, he was expelled from his traditional school and was transferred to an alternative school, he was enrolled in the T1L1 program, his T1L1 mentors visited him at home, they invited him to church and to join the youth group, he not only joined the youth group but went on his first mission trip of his life. Because OF YOU, A YOUNG boY WENT FROM being IN TROUBLE to HELPING OTHERS. FONTS FOR THE WEB Here are some fonts that can be used on the web, a couple of which are from Google.” These fonts may also be used where Primary Fonts are limited. The two Google fonts that have been used are: used for HEADERS and TITLES used for BODY CONTENT MERRIWEATHER YANONE KAFFEESATZ OTHER WEB-SAFE FONTS ARE: Arial Arial Black Tahoma Trebuchet Trebuchet MS Verdana Teach One to Lead One | BRAND GUIDELINES 11 COLOR PALETTE The Teach One to Lead One color palette is to be strictly followed within the following parameters. CMYK 2/98/51/0 CMYK 28/89/70/21 CMYK 73/64/50/38 CMYK 54/0/26/0 RGB 233/35/92 RGB 155/54/64 RGB 64/68/79 RGB 109/201/199 HEX #e9235c HEX #9b3640 HEX #40444f HEX #6dc9c7 PANTONE 1925 C PANTONE 492 C PANTONE 432 C PANTONE 325 C Shades of black, white and gray are not considered specific OTHER COLORS colors and can be used within the parameters of this document. CMYK 36/59/0/0 CMYK 25/0/22/0 RGB 166/122/182 RGB 191/227/208 HEX #a67ab6 HEX #bfe3d0 PANTONE 2573 C PANTONE 573 C CMYK 14/12/22/0 CMYK 49/42/49/9 RGB 218/212/195 RGB 132/129/121 HEX #dad4c3 HEX #848179 PANTONE 7534 C PANTONE 416 C Teach One to Lead One | BRAND GUIDELINES 12 PHOTOGRAPHY When using photography, it is important to use High Resolution photos that show kids’ faces. This photography can be treated in a couple different ways: Subject of photo is in color, Entire photo is in color, but has been background is in black and white desautrated with some color grading Teach One to Lead One | BRAND GUIDELINES 13 DESIGN ELEMENTS Below are some design elements that will be used on occasion with the Teach One to Lead One brand. These circles can be used in a number of ways, but should be consistent with brand colors and fonts. COLORED CIRCLES These circles show PHOTO CIRCLES These circles contain photos, different stats, information and icons. Take but should show kids faces and/or mentors. note of the way numbers are laid out with the These circles should have another colored and text in each cirlce. This should be consistent. lined circle outside of it, as presented below. SPEAKING 34% SAY THEY NO LONGER PARTICIPATE IN UNDERAGE DRINKING 24% SAY THEY WILL NO LONGER STEAL 207 counties it only costs 42 $3500 states FOR A TEAM OF DONATIONS FOUR RIBBON ARROWS may be used for emphasis at a certain point, like bullet points, ICONS may be used without a or just as supportive design imagery. Any cirlce, as seen to the left. brand color may be used. Mentor iconography should be used to represent process, ideas and sections titles. Teach One to Lead One | BRAND GUIDELINES 14 T1L1 CHAPTERS Teach One to Lead One chapters will follow all of the same guidelines that have been established in this document. Below are a couple extended rules for using the Teach One to Lead One logo alongside your chapter name.