MLCF BSM

Brand Guidelines

Brand Principles Vision.............................................................................................. X Mission........................................................................................... X Values............................................................................................. X Message....................................................................................... X Brand Elements Tagline............................................................................................ X Logo................................................................................................ X Logo Color Options.............................................................. X Logo With Tagline.................................................................. X Tenth Anniversary Logo...................................................... X Logo Clear Space and Sizing............................................ X Extractable Logo Elements............................................... X Logo Usage Guidelines........................................................ X Color Palette.............................................................................. X Typeface........................................................................................ X Brand Applications Business Cards.......................................................................... X Letterhead.................................................................................. X Envelopes..................................................................................... X Email Signature........................................................................ X Motion Graphics...................................................................... X

Table of Contents

Brand Principles

6

Vision

7

Mission

8

Values

9

Message

11

Brand Elements

12

One Play At A Time.

13

Tagline

15

Logo

This logo is friendly and approachable. The f igures within the logo represents the children that the Marvin Lewis Community Fund seeks to help, but also represents members of our community coming together to improve and change lives. The logo shows that there is strength in numbers.

The shape of the logo alludes to the fact that the Marvin Lewis Community Fund uses football as par t of a program help and mentor kids and as a way to raise awareness for an impor tant cause.

17

Tenth Anniversary Logo

This logo was created to celebrate the tenth anniversary of the Marvin Lewis Community Fund.

19

Logo With Tagline

This logo was created to celebrate the tenth anniversary of the Marvin Lewis Community Fund.

20

Full Color

Full Color Reversed

One Color

One Color Reversed

21

Logo Color Options

Full ColorThe full color logo is the standard logo for the Marvin Lewis Community Fund and should be used whenever possible. The full color logo must have the orange Laces and black text.

In situations where it is not possible to use the full color logo, the following options are acceptable:

Full Color ReversedFor placement on dark backgrounds, the logo may ap-pear with orange laces and white text.

One ColorThe logo may appear in all black on white or light colored backgrounds. The background color must be light enough to provide significant contrast.

One Color ReversedThe logo may appear in all white on black or dark colored backgrounds. The background color must be dark enough to provide significant contrast.

22

Clear Space

Minimum Size

1.2 inches

23

Logo Clear Space And Sizing

Clear space is the amount of empty space that surrounds a logo. This space is put in place to ensure that the logo has suff icient room on all sides to keep it from being over-crowded or from being lost among text or graphics.

The clear space that is required to appear around the Marvin Lewis Community Fund logo is equal to the ver tical height of the M in the word “Marvin,” regardless of the scale of the logo. This ensures a consistent clear space no matter what size the logo is scaled to.

To preserve legibility, the logo should never be scaled smaller than 1.2” horizontally.

24

The Laces

Acceptable Colors

MLCF Orange

Black

White

25

Extractable Logo Elements

The “Laces” element of the Marvin Lewis Community Fund logo, which is made up of the connected figures, may be extracted as a design element.

To use the Laces as a design element, the following guidelines must be observed:

1. The Laces may only appear in orange, white, or black. Do not put the Laces in any other color.

2. The Laces may not be used as a background for text or graphics. No images should be placed on top of or in front of the Laces.

3. The clearspace designated for the whole logo must be observed even when using just the laces as an element. Whatever size the logo is scaled to, the clearspace should be reflected as if the “M” in Marvin were still there.

4. The Laces must be used in its entirety. The Laces may not be cut off, cropped, stretched larger than the visible surface of application,

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Unapproved Color Ununiformly Scaled

Altered Orientation Altered Orientation

Added Effects

OutlinesLack of Contrast

27

Logo Usage Guidelines

1. The logo is art. It should not be recreated, reconfigured, rearranged, or cropped in any way.

2. The logo has four color options: full color, full color reversed, black on white, or white on black. Never set the logo in any other color. Whenever possible, the full color logo should be used.

3. The logo must be uniformly scaled. Do not stretch or squeeze the logo.

4. Do not change the orientation of the logo.

5. Logo art must be reproduced from a digital file. It should never be reproduced from a previously printed file.

6. Do not place the logo on similarly colored backgrounds. Choose a logo color variation that will allow for significan contrast.

7. Do not use the logo as an “outline only” version.

8. Do not “break” or cut the logo with lines, images, or graphics.

9. Do not add any effects to the logo such as a drop shadow, beveling, or embossing.

29

Color Palette

31

Typeface

33

Brand Applications

35

Business Cards

37

Letterhead

39

Envelopes

41

Email Signature

43

Motion Graphics

MLCF BSM

Documents

Transcript of MLCF BSM