Outreach International Brand Book

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CONTENTSBRAND STATEMENTWHAT DOES OUTREACH INTERNATIONAL STAND FOR?

LOGO BRANDINGSIGNATURECLEAR SPACECOLOR AND USAGELOGO DON’TsBRANDMARK USAGEURL / LINES OF TEXT / SILO-BRANDS

TYPOGRAPHYPRINT PRIMARYPRINT SECONDARYWEB PRIMARY & SECONDARY

COLOR80 - 20PRIMARY & SECONDARY COLOR PALETTESUSTAINABLE GIFTS CATALOG COLOR PALETTE

PHOTOGRAPHYPHOTOGRAPHY COMMUNICATION HIERARCHY

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101112 13

15 16 18

2022 24

27 28

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WHATDOES

STAND FOR?

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SMART.MEANINGFUL.COMPASSIONATE.

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Stacked configuration

SignatureBrandmark

Logotype

Horizontal configuration

SIGNATUREThe Outreach International signature is the heart of our identity. It is our initial connection to our supporters, and it is important that we use it correctly everywhere it appears.

The signature has two components: the OI Brandmark, represented as the orange symbol of a person; and the OI Logotype, represented as the “Outreach International” wording.

These two components are carefully-drawn artwork that should never be redrawn or altered.

There are two configurations of the signature: stacked and horizontal. The stacked configuration is preferred. But the horizontal configuration is OK to use when there is not enough space for the stacked configuration.

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CLEAR SPACEBy leaving ample space around the signature, we make sure it stands out.

The amount of space needed is measured by the height and width of the ‘O’ in the Logotype, as shown in the exhibit below. The minimum clear space must always allow for one ‘O’ on each of the four sides of the signature. When possible, increase this amount of space to give the signature even more visibility. The same rules apply to all configurations and variations of the signature.

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SIGNATURE COLORS AND USAGETo increase flexibility, we’ve developed a suite of signatures to meet graphic needs. But our OI Brandmark wants to add a little color to the world, so use the full color signature whenever possible.

Sometimes, when printing or reproducing the signature, you may have to use one of the one-color variations. And that’s OK. Even though we want you to use the gradient signature when you can, legibility is the top priority.

When using a one-color variation, the 60% black signature is preferred. Don’t even think about using a 100% black version.

Just kidding. But seriously, don’t do it.

We trust you. Just use your best judgment when it comes to pairing photos with a signature color. And that goes for all formats of the signature and/or brandmark.

Legibility should be good, and the signature should be placed on a background with little “visual noise.”

Full color Full color

Full color brandmarkFull color brandmark, reversed logotype

One color positive (60% Black) One color reversed

One color reversed brandmarkOne color reversed

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PRIMARY LOGO DON’Ts

Off color palette Rearranged components

OutlinesDropshadow

Stretched or distorted Scaled components

Box or border Background image bad for legibility

Altered fonts Added URL into the logo Altered kerning (spacing between letters)All black (use gray as secondary logo)

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BRANDMARK USAGEHere’s the thing: Sometimes our brandmark wants a little space. So after 34 years of proving itself, we decided it was finally ready to stand alone as a visual element broken off from the main signature.

Never use the logotype by itself. But if you want to use the brandmark by itself, that’s OK with us.

OI magazine with stand-alone brandmarkOI brandmark

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WE’RE ALL IN THIS TOGETHER

OUTREACH-INTERNATIONAL.ORG LEGACY CIRCLE

ADVENT STABLE

PARTNERSHIPSWE’RE ALL IN THIS TOGETHER

WE’RE ALL IN THIS TOGETHER

LEGACY CIRCLE

URLS / LINES OF TEXT / SILO-BRANDSWhen it’s appropriate, you can use the brandmark in tandem with a URL or a line of text. But make sure you always place the brandmark at the end. The maximum size for the brandmark is to be “one head” taller than the height of the typeface. We like to see our brandmark looking bold, too, but let’s not inflate its ego. It’s been acting really self-important since the rebranding effort began.

When stacking two or more lines of text, place the brandmark at the end of the bottom line of text. It can also be placed on its own line underneath the last line of text.

When it comes to silo-brands, like Advent Stable, Partnership Programs or Legacy Circle, the preferred font is Gotham Book to use in tandem with the brandmark. This helps us keep a consistent visual hierarchy between the silo-brands and Outreach International’s main umbrella brand.

The Sustainable Gifts Catalog is Outreach International’s only sub-brand that has its own branding guidelines deviating from these rules. Diva.

URL Silo-Brand Examples

Single line of text

Stacked line of text

Stacked text and brandmark Stacked OI signature with silo-brand

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TYPOGRAPHY - PRINT PRIMARY

TRADE GOTHIC BOLD CONDENSED No. 20 GOTHAM BOLD

GOTHAM MEDIUM

GOTHAM BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789




Outreach International’s official print fonts are: Trade Gothic Bold Condensed No. 20, Gotham, Helvetica and Sabon. These fonts have clean lines, usability and compatibility with our visual identity.

Trade Gothic Bold Condensed No. 20 should be primarily for bold headlines and text used as a graphic element.

The Gotham font family has been restricted to three fonts: Bold, Medium and Book. Gotham is also used primarily for headlines and text used as a graphic element.

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TYPEOGRAPHY - PRINT SECONDARY

HELVETICA BOLD

HELVETICA REGULAR

HELVETICA LIGHT

SABON BOLD

SABON ROMAN

SABON ITALIC







Helvetica and Sabon have been chosen as secondary print fonts. They should be used as body copy for text-heavy paragraphs.

Sabon is used for body copy in the magazine.

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TYPEOGRAPHY - WEB PRIMARY & SECONDARY

HELVETICA BOLDALTERNATE GOTHIC No. 3

HELVETICA REGULARMONTSERRAT BOLD

HELVETICA LIGHTMONTSERRAT REGULAR







It’s a good idea to use a web-friendly font with a broad presence so your font doesn’t get altered on various computer systems. These web-friendly fonts are used by web-content authors to increase the chance that their content will be displayed in their chosen font.

To optimize consistency and functionality, we’ve chosen these web-friendly fonts: Alternative Gothic No. 3 (to replace Trade Gothic), Montserrat (to replace Gotham) and Helvetica for body copy.

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COLOR

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COLOR: 80 – 20Orange is a vibrant color that we chose for many reasons. But it is best used as an accent. If there is too much of it, it can become overpowering. A good rule of thumb is to make sure, at most, the amount of orange is limited to 20% of the overall composition. This will allow us to make sure we have a solid visual hierarchy.

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%20

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PRIMARY COLOR PALETTE SECONDARY COLOR PALETTEThe color orange represents determination, encouragement and creativity—the very same attributes our staff and impoverished families display in the field.

We want to evoke the same feelings in our supporters that we do in the people we impact in the field.

OI Highlight OrangePANTONE 1235 C

PANTONE 7579 C

PANTONE 1235 C

PANTONE 7695 C

PANTONE 577 C

PANTONE 7743 C

PANTONE 415 U

OI Brandmark GradientOI Primary OrangePANTONE 1505 C

Black WhiteOI Gray 60% Black

All of the colors we’ve chosen are very intentional. The six colors below were chosen to accompany our six issues in the field. They make up our secondary color palette.

These colors have precise color reference values, as listed on the chart below. Always use the exact color values listed. Or else.

Tints of the secondary palette are also displayed.

1505 CN/AN/AN/A

7579 C1235 C7695 C 577 C 7743 C415 U

0 / 64 / 100 / 00 / 0 / 0 / 1000 / 0 / 0 / 600 / 0 / 0 / 0

7 / 80 / 98 / 00 / 31 / 100 / 054 / 23 / 19 / 037 / 9 / 64 / 0

73 / 37 / 88 / 2745 / 35 / 45 / 3

255 / 114 / 0 0 / 0 / 0

128 / 130 / 133255 / 255 / 255

228 / 88 / 42252 / 179 / 20123 / 167 / 188169 / 196 / 12768 / 105 / 61

145 / 147 / 136

PANTONE 7579 C

PANTONE 1235 C

PANTONE 7695 C

PANTONE 577 C

PANTONE 7743 C

PANTONE 415 U

OI Primary OrangePANTONE 1505 C

OI Gray 60% Black

1505 CN/AN/AN/A

7579 C1235 C7695 C 577 C 7743 C415 U

0 / 64 / 100 / 00 / 0 / 0 / 1000 / 0 / 0 / 600 / 0 / 0 / 0

7 / 80 / 98 / 00 / 31 / 100 / 054 / 23 / 19 / 037 / 9 / 64 / 0

73 / 37 / 88 / 2745 / 35 / 45 / 3

255 / 114 / 0 0 / 0 / 0

128 / 130 / 133255 / 255 / 255

228 / 88 / 42252 / 179 / 20123 / 167 / 188169 / 196 / 12768 / 105 / 61

145 / 147 / 136

PANTONE CMYK RGB PANTONE CMYK RGB

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PANTONE CMYK RGB PANTONE CMYK RGB

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SUSTAINABLE GIFTS CATALOG SECONDARY COLOR PALETTE & FONT

ADDITIONAL FONT

The Sustainable Gifts Catalog has been designed as its own sub-brand. Diva.

The primary signatue and silo-signature guidelines should be used for all other campaigns and collateral.

The primary color palette shares colors with the OI brand secondary color palette, allowing us to retain some consistencies between brands.

The six colors below make up the OI brand secondary palette, with the exception of the brown (Pantone 161 C).

Brush Script MT is an added font for the Sustainable Gifts Catalog. It is to be used as an accent font.

ORDINARY GIFTS THAT MAKE AN EXTRAORDINARY DIFFERENCE.

Stacked configuration

Horizontal configuration

One-Color

One-Color with tagline

PANTONE 1505 C

PANTONE 7695 C

PANTONE 7743 C

PANTONE 161 C

PANTONE 415 U

N/A BLACK 90%

Sustainable Gifts Catalog Blue PANTONE 7695 C

Sustainable Gifts Catalog Tan PANTONE 415 U

Black White

CMYK

0 / 64 / 100 / 0

54 / 23 / 19 / 0

73 / 37 / 88 / 27

73 / 37 / 88 / 27

45 / 35 / 45 / 3

0 / 0 / 0 / 90

RGB

255 / 114 / 0

123 / 167 / 188

68 / 105 / 61

96 / 61 / 32

145 / 147 / 136

65 / 64 / 66

BRUSH SCRIPT MT

abcdefghjklmnopqrsvwxyz 0123456789

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ORDINARY GIFTS THAT MAKE AN EXTRAORDINARY DIFFERENCE.

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PHOTOGRAPHYOverall, our images should reflect warmth and vibrancy. This will help us add subtle touches of warm tones to reinforce the orange branding color.

Our photography creates emotion and gives us personality. It allows us to tell the story of our work, and provides insight into the impact we make in the lives of those affected by poverty.

Images should be meaningful and engaging, like our organization. We want to maintain the dignity of the individuals we’re highlighting. And we want our photos to be powerful, relevant and accurately portray the people we work with.

The photographs should be carefully chosen to compliment any supporting material and catch the reader’s attention, inspiring them to read more.

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COMMUNICATION HIERARCHY: ATTRACTCollateral focuses on a call to action or featured products. No matter what format of collateral we’re producing, it’s important to be

aware of the audience we’re addressing. The content and visuals for e-mails, letters, pamphlets and campaigns should be tailored to fit each audience. When it comes to our messages, we should follow the Attract, Engage and Connect hierarchy illustrated in the following images.

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ENGAGECollateral focuses on increased supporter involvement and advocacy.

CONNECTCollateral focuses on informing and educating the advocate or supporter.

Outreach International Brand Book

Documents

Transcript of Outreach International Brand Book