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Kids Shouldn’t Have Cancer Foundation Brand Standards

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M A I N T A I N I N G B R A N D S T A N D A R D S


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1.01 Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

1.02 Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

1.03 Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

1.04 Logo – No Qual i f ier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1.05 Logo Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

1.06 Logo Qual i f ier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

1.07 Logo Versions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

1.08 Screen-Print Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

1.09 Sc al ing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

1.10 Logo Don’ts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

2.01 Pr imar y Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

2.02 Secondar y Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

2.03 Pr imar y Tints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

2.04 Secondar y Tints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

3.01 Typeface Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

3.02 Pr imar y Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

3.03 Secondar y Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

3.04 Ter t iar y Typefaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

3.05 Type Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

4.01 Basel ine and Grid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

4.02 Appl ic at ion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

5.01 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 9

TABLE OF CONTENTS


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B R A N D STAT E M E N T

The staff of the Kids Shouldn’t Have Cancer Foundation

in Memor y of Jonny Wade, along with our vendors and

par tners, are stewards of our brand. This guide clearly

and concisely detai ls brand standards in order to

reinforce consistency.

The resources found in this guide govern the usage of our

logo and other marks. Adhering to these standards ensures

that representat ions of the brand accurately communic ate

our ident ity. This guide is a power ful and eff ic ient tool for

anyone implementing a mark .

B R A N D U SAG E

Upon f irst reference, the organizat ion must always

be referred to as the Kids Shouldn’ t Have Cancer

Foundation in Memor y of Jonny Wade . In subsequent

references, the organizat ion may be referred to as the Kids

Shouldn’t Have Cancer Foundation or the foundation, as

deemed appropriate.

R E F E R E N C E

1.01BRANDING

M I S S I O N

To conquer pediatr ic c ancer through

research and pol i t ic al act ion, with an

emphasis on responsible spending.


4

When sending this guide to a third par ty, the guide should be accompanied by

the logo in a range of formats, including EPS , JP G and PNG .

P R I N T LO G O FO R M ATS

EPS (preferred for large signs and banners)

EPS (Enc apsulated PostScript) is a vector format designed for pr int ing to

PostScript pr inters and image-setters. I t is considered the best choice for

pr int ing i l lustrat ions in high resolut ion. EPS f i les are created and edited in

i l lustrat ion programs, such as Adobe I l lustrator.

JP G (preferred for images)

JPG (Joint Photographic Exper ts Group, pronounced jay-peg) is a f i le format

best used for photo images that must have ver y smal l f i le s izes – for example,

those used in websites or emai l . However, i t a lso has appl ic at ions in pr int media .

W E B LO G O FO R M AT

PNG (preferred for images that require transparent backgrounds)

PNG (Por table Network Graphic s) is a f i le format created as a more power ful

a lternat ive to the GIF. PNGs are not restr icted to 256 colors, as GIF f i les are,

and have better compression. A PNG f i le c an be saved with a transparent

background, which al lows you to place your image atop another image without

an out l in ing white box.

R E F E R E N C E

1.02LOGO USAGE


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Logos c an be provided in the fol lowing color breakdowns

upon request for specif ic appl ic at ions.

Spot

For use in pr int appl ic at ions where special inks are used

(e.g. , logo pr int ing on specialty i tems).

CMYKFor use in most four-color pr int appl ic at ions

(e.g. , adver t isements in color pr int publ ic at ions) .

RGB

For use in digital appl ic at ions (e.g. , Word documents

or digital presentat ions) .

Black and White

For use when color c annot be appl ied (e.g. , newspaper

inside pages, fax documents) .

Hex For use on websites and in e-marketing.

R E F E R E N C E

1.02LOGO USAGE II


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R E F E R E N C E

1.03LOGO

The logo for the Kids Shouldn’t Have Cancer Foundation

is memorable, fun, relaxed and easi ly recognizable.

The safe space around the logo

should be at least the width of

the “k” in “k ids. ”


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R E F E R E N C E

For instances in which the logo wi l l be below the recommended size,

use this version without the qual i f ier.

1.04LOGO – NO QUALIFIER


should be at least the width of

the “k” in “k ids. ”


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mark should be equal to half the

height of the mark .

R E F E R E N C E

The logo mark is a unique identif ier for the Kids Shouldn’t Have Cancer

Foundation. The logo mark c an only be used as a design element, not

as a replacement for the ful l logo.

1.05LOGO MARK


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R E F E R E N C E

“ In Memor y of Jonny Wade” is not a tagl ine – i t should almost always

accompany the logo whenever pr inted. Should the qual i f ier become

too smal l to read, use the alternate logo shown on page 7.

1.06LOGO QUALIFIER


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R E F E R E N C E

F U L L - C O L O R

On a white background, use the ful l-color logo.

On a white background where only one-color pr int ing is avai lable, use the one-color logo.

On a black background, use the ful l-color logo with white text .

On a black background where only one-color pr int ing is avai lable, use the reversed one-color logo.

O N E - C O L O R , B L AC K

F U L L - C O L O R , W H I T E T E X T

O N E - C O L O R , R E V E R S E D

Bec ause logo usage may var y, mult iple logo formats are avai lable, including

ful l-color and one-color.

1.07LOGO VERSIONS


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R E F E R E N C E

T h i s i s a n exa m p l e of t h e l o g o i n ava i l a b l e o n e - c o l o r o pt i o n s . T h i s w i l l b e

u s e d a s a re fe re n c e fo r p r i n te r s to c re ate o n e - c o l o r ve r s i o n s u s i n g t h e

c o r re c t c o l o r p a l ette .

1.07LOGO VERSIONS II


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R E F E R E N C E

O N E - C O L O R S C R E E N - P R I N T I N G O N E - C O L O R S C R E E N - P R I N T I N G , W H I T E T E X T

For screen-print ing appl ic at ions, use the fol lowing one-color logo designs.

1.08SCREEN-PRINT LOGO


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R E F E R E N C E

1.08SCREEN-PRINT LOGO II

T h i s i s a n exa m p l e of t h e s c re e n - p r i n t i n g l o g o i n a l l p r i m a r y c o l o r o pt i o n s .

T h i s w i l l b e u s e d a s a re fe re n c e fo r p r i n te r s to c re ate o n e - c o l o r ve r s i o n s

u s i n g t h e c o r re c t c o l o r p a l ette .


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R E F E R E N C E

T H R E E - C O L O R S C R E E N - P R I N T I N G

This three-color logo for screen-print ing is to be used only on

a red background. Versions for other background colors c an be

made avai lable upon request .

1.08SCREEN-PRINT LOGO III


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R E F E R E N C E

Appropriate sc al ing of the Kids Shouldn’t Have Cancer Foundation

logo is required to maintain both a consistent brand and an acceptable

contrast for readabi l i ty.

1.09SCALING

FULL LOGO, VERTICAL

Minimum Width: 1.25 inches

1 . 2 5 I N C H E S

LOGO WITHOUT QUALIFIER, VERTICAL


0. 5 I N C H E S

2 I N C H E S

FULL LOGO, HORIZONTAL

Minimum Width: 2 inches

LOGO WITHOUT QUALIFIER, HORIZONTAL

Minimum Width: 1 inch

1 I N C H

LOGO MARK


0. 2 5 I N C H E S


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in memory of jonny wade

R E F E R E N C E

1. Do not stack the qual i f ier on mult iple l ines.

2. Do not use the logo mark in addit ional places.

3. Do not alter the logo mark .

1.10LOGO DON’TS

4. Do not alter the typography.

5. Do not change the size of an element relat ive to the rest of the logo.

6. Never improperly sc ale the logo.

1

2

3

4

5

6


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R E F E R E N C E

Color and memorabi l i ty are impor tant to the Kids Shouldn’t Have Cancer

Foundation brand. The palette for the logo mark consists of several main

colors, l isted here in Pantone, CMYK , RGB and hex for use in a var iety

of formats.

2.01PRIMARY PALETTE

PA N TO N E 3 0 6 U

C M Y K 1 0 0 , 0 , 0 , 0

R G B 0 , 1 7 3 , 2 3 9

H E X # 0 0 A D E F

PA N TO N E 2 1 8 C

C M Y K 8 , 74 , 0 , 0

R G B 2 2 2 , 1 0 4 , 1 6 5

H E X # D E 6 7 A 7

PA N TO N E 1 7 9 C

C M Y K 0 , 9 0 , 8 5 , 0

R G B 2 3 8 , 6 4 , 5 5

H E X # E F 4 0 3 6

PA N TO N E 2 0 7 0 C

C M Y K 5 0 , 1 0 0 , 0 , 0

R G B 1 4 4 , 3 9 , 1 4 2

H E X # 9 2 2 7 8 F

PA N TO N E 1 2 9 U

C M Y K 0 , 3 5 , 8 5 , 0

R G B 2 5 1 , 1 7 5 , 6 5

H E X # F B B 0 4 0

PA N TO N E 2 1 1 2 C

C M Y K 1 0 0 , 1 0 0 , 2 5 , 2 5

R G B 3 8 , 3 3 , 9 7

H E X # 2 6 2 2 6 2

PA N TO N E 2 2 5 7 C

C M Y K 1 0 0 , 0 , 1 0 0 , 0

R G B 0 , 1 6 5 , 8 1

H E X # 0 0 A 6 5 1

PA N TO N E B L AC K 6 C

C M Y K 0 , 0 , 0 , 1 0 0

R G B 3 5 , 3 1 , 3 2

H E X # 2 3 1 F 2 0


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R E F E R E N C E

T h i s s e c o n d a r y p a l ette of fe r s c o l o r o pt i o n s t h at w i l l c o m p l e m e n t a n d

c o n t ra st t h e l o g o i n d e s i g n – t h e s e a re i d e a l fo r u s e b e h i n d t h e l o g o.

They are l isted here in Pantone, CMYK , RGB and hex for use in a var iety

of formats.

2.02SECONDARY PALETTE

PA N TO N E 1 3 0 C

C M Y K 0 , 4 5 , 1 0 0 , 0

R G B 2 4 9 , 1 5 7, 2 8

H E X # F 9 9 D 1 C

PA N TO N E 3 9 5 C

C M Y K 0 , 0 , 8 8 , 0

R G B 2 5 5 , 2 4 3 , 5 1

H E X # F F F 3 3 3

PA N TO N E 4 8 5 U

C M Y K 2 , 8 0 , 7 0 , 0

R G B 2 3 5 , 9 0 , 7 9

H E X # E B 5 A 4 F

PA N TO N E 2 2 7 U

C M Y K 3 5 , 1 0 0 , 3 5 , 1 0

R G B 1 5 8 , 3 1 , 9 9

H E X # 9 E 1 F 6 3

PA N TO N E 2 2 2 7 U

C M Y K 6 5 , 2 , 3 0 , 0

R G B 74 , 1 8 9 , 1 8 8

H E X # 4 A B D B C


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R E F E R E N C E

In color theor y, a t int is the mixture of a color with white, which increases

l ightness. Tints are useful in pr int ing – they reduce costs by negating the

need for addit ional color plates.

2.03PRIMARY TINTS

1 0 0 %

75 %

5 0 %

2 5 %


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R E F E R E N C E

In color theor y, a t int is the mixture of a color with white, which increases

l ightness. Tints are useful in pr int ing – they reduce costs by negating the

need for addit ional color plates.

2.04SECONDARY TINTS

1 0 0 %

75 %

5 0 %

2 5 %


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3.01TYPEFACE HIERARCHY

Subheader

Header

Pull Quote

Bold Copy

Body Copy

Ordered List

Caption

N E U E H A AS G R OT ES K 4 5 L I G H T, 1 8 PT

N E U E H A AS G R OT ES K 9 5 B L AC K , 24 PT

C R I M S O N T E X T I TA L I C, 1 6 PT

C R I M S O N T E X T B O L D, 1 2 PT

C R I M S O N T E X T R O M A N , 1 2 PT

C R I M S O N T E X T R O M A N , 11 PT

C R I M S O N T E X T I TA L I C, 1 0 PT

R E F E R E N C E

We have established a typographic hierarchy – an organizational system for content

that emphasizes some pieces of information and diminishes others. A hierarchy

helps readers scan text: it makes clear where to enter and exit, as well as how to pick

and choose sections. Each level of the hierarchy should be signaled by one or more

cues applied consistently across a body of text. These cues can be spatial (indents,

line spacing, placement on page) or graphic (size, style, typeface color).


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P R I M A R Y T Y P E FAC E

Neue Haas Groteska A b B c C d D e E f F g G h H i I j J k K l L m M n N o O p P q Q r R s S t Tu U v V w Wx Xy Yz Z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _

3.02PRIMARY TYPEFACE

4 5 L I G H T

9 5 B L AC K

45 Light

95 Black

Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet massa sem egestas non vestibulum, risus erat.


R E F E R E N C E

Neue Haas Grotesk is the pr imar y typeface for the Kids Shouldn’t Have Cancer

Foundation. This typeface should be used for headers and subheaders .


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3.03SECONDARY TYPEFACE

S E C O N DA R Y T Y P E FAC E

Crimson Texta A b B c C d D e E f F g G h H i I j J k K l L m M n N o O p P q Q r R s S t T u U v V w W x X y Y z Z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) _

R E G U L A R

I TA L I C

B O L D

Regular

Italic

Bold


Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed

at adipiscing, diam dolor, imperdiet massa sem egestas non

vestibulum, risus erat.

Lorem ipsum dolor sit amet, massa vivaus vulputate

quam sed at adipiscing, diam dolor, imperdiet massa

sem egestas non vestibulum, risus erat.

R E F E R E N C E

Crimson Text is the secondar y typeface for the Kids Shouldn’t Have Cancer

Foundation. This typeface should be used for body copy, ordered list s , pull quotes and c aptions .


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3.04TERTIARY TYPEFACES

G E O R G I A R E G U L A R ( A LT E R N AT E F O R C R I M S O N T E X T ) AV E N I R R O M A N ( A LT E R N AT E F O R N E U E H A A S G R OT E S K )

G E O R G I A I TA L I C AV E N I R O B L I Q U E

G E O R G I A B O L D AV E N I R H E AV Y

Regular Regular

Italic Italic

Bold Bold

Lorem ipsum dolor sit amet, massa vivaus vulputate quam sed at adipiscing, diam dolor, imperdiet vestibulum.






R E F E R E N C E

Depending on the computer being used, the preferred t ypefaces may not be available . In these c ases, use the typefaces l isted below.


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E X A M P L E

Use the example below to maintain the hierarchy of type and structure

throughout brand materials .

3.05TYPE STRUCTURE

Header : Neue Haas Grotesk 95 Black , 24 PT

L ine Spacing: 26 PT

B ody C opy : Cr imson Text Roman, 12 PTL ine Spacing: 16 PT

B ody C opy : Cr imson Text Roman, 12 PTL ine Spacing: 16 PT

Ordered L ist : Cr imson Text Roman, 11 PTL ine Spacing: 20 PT

Pull Quote: Cr imson Text I tal ic , 16 PTL ine Spacing: 16 PT

Header L ine Break: 16 PT

Paragraph Break: 23 PT

Subheader : Neue Haas Grotesk 45 Light , 18 PT

Subheader : Neue Haas Grotesk 45 Light , 18 PT

Subheader L ine Break: 16 PT

Subheader L ine Break: 16 PT

Kids Shouldn’t Have Cancer FoundationThe Kids Shouldn’t Have Cancer Foundation in Memory of Jonny Wade was founded shortly after Jonny’s death. Despite the circumstances, Jonny believed he could – and should – make a difference. With our mission, we honor his selfless wish that no other kid should have cancer.

Our Mission

To conquer pediatric cancer through research and political action, with an emphasis on responsible spending.

“I don’t want any other kid to have cancer.”

– Jonny Wade, 2007-2015

Our Initiatives

· Funding pediatric cancer research for treatments and cures.

· Improving access to and awareness of clinical trials for families facing pediatric cancer.

· Raising public awareness of the issues surrounding pediatric cancer funding.

· Influencing the organizations that allocate federal cancer research funding.


26

R E F E R E N C E

“A gr id c an be simple or complex, specif ic or generic , t ight ly def ined or loosely

interpreted. Typographic gr ids are al l about control . They establ ish a system

for arranging content with the space of page, screen or bui l t environment. ”

– El len Lupton, “ Thinking With Type”

4.01BASELINE AND GRID

“I don’t want any other

kid to have cancer.”

– Jonny Wade,

2007-2015

The Kids Shouldn’t Have Cancer Foundation in Memory of

Jonny Wade was founded shortly after Jonny’s death. Despite the

circumstances, Jonny believed he could – and should – make a

difference. With our mission, we honor his selfless wish that

no other kid should have cancer.

You Can Make a Difference

E X A M P L E


27

R E F E R E N C E

Maintaining an appropriate amount of empty space around the logo, as

wel l as maintaining the type hierarchy, ensures legibi l i ty and contrast .

4.02APPLICATION

E X A M P L E


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R E F E R E N C E

4.02APPLICATION II

A properly sc aled logo, used in the

appropriate context , looks per fect

wherever i t ’s appl ied. Col lateral

should v isual ly and verbal ly create

brand awareness by strategic al ly

repl ic at ing the brand’s personal i ty.


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5.01CONCLUSION

We expect al l of our vendors and par tners to treat our brand

with respect by adhering to the rules provided in this guide.

Thank you for your di l igent cooperat ion.

Kimberly WadeFounder

Kids Shouldn’t Have Cancer Foundation

P.O. Box 225

Jersey vi l le, IL 62052

C: 417-230-9951

E: [email protected]

Questions about usage?

204 N. Robinson Ave. , Suite 2000

Oklahoma City, OK 73102

P: 405-601-9430

E: [email protected]

staplegun.us

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