BRAND GUIDELINES

BRAND ATTRIBUTES

Stimulating or exalting to the spirit; influential or impelling.

Inspiring

Showing an intent to take risks; confident and courageous.

BOLD

Fresh, vigorous, or active; in the early stage of the cycle.

YOUThfUL

Providing encouragement or emotional help.

Supportive

Identity

These brand attributes are informed by the brand strategy work performed in 2010 by BBMG. The attributes define the personality, as well as the voice behind the brand of Echoing Green.

LOGOIdentity

CircularThe logo is made of circles, communicating wholeness and unity.

EcosystemThe overlapping circles represent the entire Echoing Green community: Fellows and alumn, staff and allies, and donors and peer organizations.

TransparencyTransparency of the circles signals transparency as an organization; we are very clear and bold in communication, while transparent about all of our processes.

Outside the box In its application, the outer circles of the logo extend beyond the page or borders, as demonstrated here. This is a visual representation that Echoing Green cannot be contained and pushes boundaries.

fLEXIBILITY

FlexibilityThe configuration of the three circles in the logo is not fixed, but is intentionally flexible and should be constantly altered. This shift communicates Echoing Green’s role as a a catalyst for change. It is also an illustration of a place where ideas and individuals come together in new and unexpected ways to solve the world’s biggest problems.

Endless possibilitiesThe overlapping circles in multiple iterations indicate movement and motion. The relationship between these circles can be described as an ecosystem of resources, ideas, and constituents whose whole is more than the sum of its parts.

In motion When used in motion based applications, the circles within the logo are animated to orbit around the dominant green circle.

Identity

COLOR PALETTEIdentity

CMYK 95, 0, 15, 0 RGB 0, 175, 213 PMS 312

CMYK 65, 0, 10, 0 RGB 52, 195, 224 PMS 311

CMYK 80, 0, 75, 0 RGB 0, 178, 116 PMS 7482

CMYK 50, 0, 50, 0RGB 130, 202, 156 PMS 7479

CMYK 100, 0, 45, 0RGB 0, 169, 165PMS 3272

CMYK 70, 0, 35, 0RGB 45, 189, 182PMS 3265

CMYK 51, 0, 86, 0RGB 111, 179, 71 hTML #6fb347PMS 368

CMYK 100, 15, 4, 24RGB 0, 103, 149 hTML #006795PMS 3015

CMYK 25, 18, 15, 51RGB 110, 114, 119 hTML # 6e7277PMS 425

AQUA LIGhT AQUA KELLY LIGhT KELLY AQUA & KELLYOVERLAP

LIGhT OVERLAPEChOING GREENGREEN

EChOING GREENBLUE

EChOING GREENGREY

Light Overlap

Light Aqua

Aqua

Aqua & Kelly Overlap

Kelly

Echoing GreenGreen

Light Kelly

Text colorExtended palettePrimary colors

ColorThere are three primary colors within the logo, but as they merge and overlap, new colors are created. The resulting seven colors, plus an additional bold Echoing Green Blue and custom Grey, make up the brand’s color palette. Note that the logo is never to be set in grayscale. In instances where grayscale is required, use the wordmark (see page 7).

EVOLUTION

HistoryDuring the rebrand in 2011, the identity system was updated in order to better communicate the values of the organization. The updated logo was designed to reference the proportions of the prior visual, indicating that Echoing Green is proud to continue building upon its history.

Identity

WordmarkThe Echoing Green wordmark exists as a distinct visual asset within the identity system. The customized lower case lettering signals the approachability and creativity of the Echoing Green brand.

WORDMARKIdentity

Secondary logoThe Echoing Green wordmark can be used as a stand-alone element when there is quite a bit of visual information already present. Also, to be treated this way when but not logo applied over a colored background, photograph, or an image. When a single color application of the visual brand identity is necessary. i.e. Branded collateral such as pens water bottles, flash drives, etc.

TYPOGRAPhY

Titling gothic FBThe headline typeface has been selected to be bold, and clearly legible. It is also set as condensed in order to be modern. In essence, we have something to say and we want to say it loud and clear. Compressed versions should only be used for headlines and our tagline, and when used, it should be all caps.

SentinelBody copy type is set in Sentinel, which is a modern slab serif with several weight variations. It has a large font family, which makes it very adaptive to diverse hierarchy and treatment applications, and conveys a youthful and modern look and feel.

GreyType is never to be set in black. By setting this as one of our key rules we communicate approachability and non-conventional thinking.

Identity

DISPLAY: TITLING GOThIC fB MEDIUM COMPRESSEDDisplay: TiTling goThic FB RegulaR conDenseDBody: Titling Gothic FB Regular Normal

Lengthy text: Sentinel LightLengthy text: Sentinel BookLengthy text: Sentinel MediumLengthy text: Sentinel Semibold

Body: Titling Gothic FB Regular Light

CMYK 25, 18, 15, 51RGB 110, 114, 119 hTML # 6e7277PMS 425

EChOING GREENGREY

TAGLINE

BoldThe tagline communicates our core values, and is meant to inspire others and drive change.

Double readAs the tagline is made up of two parts, it has a double read quality to it. Read one-way it states: “Think big, be bold, drive change”, but by reading only the right half it states: “Big bold change” and both of those statements are very true to us as an organization.

ColorThe tagline is exclusively set in Echoing Green Blue, Echoing Green Grey, or black.

Identity

CMYK 100, 15, 4, 24RGB 0, 103, 149 hTML #006795PMS 3015

EChOING GREENBLUE

GRAPhIC ELEMENTSIdentity

Dotted Line Movement of ideas, and the many possibly paths towards purpose and solutions, are integral parts of the Echoing Green brand. Playful visual elements introduce this sense of direction into visual designs. Round dotted lines indicate constant movement, running off or between pages at times.

ICONSIdentity

Icons Echoing Green’s bold icons are used to clearly communicate a message while conveying a sense of playfulness and approachability. Icons are always set in single color with rounded corners.

PhOTOGRAPhYIdentity

Photography: Echoing Green’s photography is bold and content-rich. Portrait and action-photography featuring human subjects showcase the subject’s personality. Photography is intimate, personal, and where possible, closely cropped to the subjects face. We look for direct interaction with the camera in order to engage the viewer, and locations that represent our Fellows’ work and Echoing Green’s activities.

Black and white Black and white photographs are treated with a high contrast filter in order to communicate boldness of Echoing Green. The color overlay in blue or green unifies diverse imagery under the Echoing Green brand.

ThE DON’TSIdentity

Grayscale Solid color Cropped without a bleed

Wrong color Single line

ThE DON’TSIdentity

Alignment The logo is designed to be aligned right or left, but not centered.

ThE DON’TSIdentity

Over photos The full-color logo should not be used over busy photos. The white version of the wordmark is acceptable in this situation.

POSTCARDSApplication

echoinggreen.org

echoinggreen.org

echoinggreen.org

Folded postcardsFor notifications, these postcards are used as a branded message within themselves. Once the card is folded, the tagline is broken up, which makes it playful and clever. An alternative version solution has been developed for instances when the message requires a horizontal format.

POSTCARDSApplication

Packets These are designated for printed material to be distributed in. The logo is blown up in the middle of the composition, which communicates an insight into the organization. Folders are made to be graphically bold, hence these are frequently distributed at events, and need to be recognized from afar.

The Echoing Green brand guidelines can be used to provide properly branded content for Echoing Green’s programs and events.

The following example demonstrates the work done to date for Echoing Green’s Twenty-fifth Anniversary campaign, including fundraising materials and the 2013 Big Bold Benefit.

BRAND EXTENSIONS fOR DISCRETE CAMPAIGNS

The Twenty-fifth Anniversary campaign references several of Echoing Green’s key attributes, and exists as an extension of the organization’s brand.BRAND ATTRIBUTES

Identity

Stimulating or exalting to the spirit; influential or impelling. The finalists, supporters, and staff are meant to be inspired and motivated by the event.

Showing an ability to take risks; confident and courageous. Donors and supporters are shown the tranformative work of our Fellow organizations.

BOLDInspiringProviding encouragement or emotional help. Echoing Green’s entire ecosystem is called upon to offer support, financially and personally.

Supportive

WORDMARK

The wordmark for the Twenty Five Years fundraising campaign is mostly used as a standalone graphic element: big, bold, and extending beyond the boundaries.

The campaign-specific visual treatment is inspired by the Echoing Green logo, and communicates that the Twenty-fifth Anniversary fundraising campaign is a microcosm of the Echoing Green brand. As the primary audience of the campaign is already acquainted with the Echoing Green brand, this depiction metaphorically invites these supporters in for a closer look.

Identity

TWENTY-FIVE YEARSPIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARSPIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARSPIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARSPIONEERING SOCIAL CHANGE

CMYK 51, 0, 86, 0 RGB 111, 179, 71 PMS 368

CMYK 100, 15, 4, 24RGB 0, 103, 149PMS 3015 CUSTOM logo cRop

WORDMARK LOCK-UP

The campaign includes a lockup with the Echoing Green wordmark in a relationship that communicates that the Twenty-fifth Anniversary fundraising campaign is the product of Echoing Green. The brand architecture keeps Echoing Green as the primary brand and the campaign secondary.

Identity

ANNUAL REPORTApplication

Typographic treatment This typographic treatment is incorporated throughout the visual program of the Twenty Five Years fundraising campaign.

Logo crop This campaign specific visual treatment is incorporated throughout the visual program. In this instance it is applied to the pages of the annual report.

BENEfIT INVITATION / ThANK YOU NOTEApplication

Bold and simple, the podium graphic is made big in order to be seen from afar.

PRESENTATION PODIUMApplication

EVENT SIGNAGEApplication

Background treatment The backgrounds for the posters are all different in order to give the event a sense of spontaneity, boldness and playfulness.

Background treatment For utility applications, the backgrounds are kept solid and simple in order to clearly communicate way-finding directions.

TWENTY-FIVE YEARSPIONEERING SOCIAL CHANGE

DANIYILONUfRIShYN

SUzANAMOREIRA

NAMETAGS

First name TitlingGothicFB Comp - Medium - 70 Pt - EG Blue

First name TitlingGothicFB Comp - Medium - 70 Pt - EG Blue

Last name TitlingGothicFB Comp - Medium - 44 Pt - EG Blue

Last name TitlingGothicFB Comp - Medium - 44 Pt - EG Blue

Title TitlingGothicFB Comp - Medium - 20 Pt - EG Green

Title TitlingGothicFB Comp - Medium - 20 Pt - EG Green

Dimensions 4 x 3 inches

Dimensions 4 x 3 inches

Finalist nametag

Staff nametag

Conversation starter TitlingGothicFB Cond - Regular - 20 Pt - EG Green

Application

TABLE SIGNS + ESCORT CARDS

Identity application The identity is applied this way due to the fact that the brand of Echoing Green cannot be contained.

Application

Dimensions 4.5 x 2.5 inches

Side #1 Side #2 *Double sided

LOGO ANIMATIONApplication

Projection The backdrop logo animation projected on the main presentation screen subtly gives the room a feeling of ambiance. The slow animation loops seamlessly.

VIDEO INTRO ANIMATIONPresentation

Animation This animation was created to introduce videos created for and at the Big Bold Benefit. The quick, bold animation shows the building process for the campaign-specific wordmark and its relationship to the Echoing Green logo.

CELEBRITY INTERSTITIALS LOWER ThIRDSPresentation

TreatmentLower thirds are bold and loud, but also incorporate transparency in reference to Echoing Green brand. They are designed in single color for simplicity and legibility.

TEXT-TO -PLEDGE SLIDES

Call to action

Message

Presentation

TEXT-TO-PLEDGE SLIDESPresentation

Identity application

List of Fellow organizations

Transition Implemented image transition from the circle, into the full bleed color overlay treatment to the background image.

PROGRAM SLIDES

ThemeThese slides follow the visual theme of circles and introduce the color overlay photo treatment into the visual system.

Presentation

PROGRAM SLIDESPresentation

TIMELINE SLIDES

Photo treatment This presentation utilizes the colorized photo treatment to communicate boldness, and because it lends itself well to typographic overlays to emphasize content without being distracting.

Typography Consistent typographic treatment creates cohesion throughout the presentation.

Grid setup All of the year-by-year slides follow a simple grid, which sets up a consistent visual system.

Image treatment High contrast with the Echoing Green blue color overlay.

Year of the images

Presentation

TIMELINE SLIDESPresentation

TIMELINE SLIDESPresentation

AT ThE EVENTExamples of the brand extension in action.

The Echoing Green brand guidelines can be used to provide properly branded content for Echoing Green’s programs and events.

The following example demonstrates the work done to date for Echoing Green’s Work on Purpose program, including workshop materials and promotional items.

SUB-BRANDS fOR INDIVIDUAL PROGRAMS

BRAND ATTRIBUTES

Stimulating or exalting to the spirit; to influential or impelling. Through this program we want to inspire others to do good and be the best they can be.

Providing encouragement or emotional help. This is attribute is particularly relevant as we offer support for personal development.

Fresh, vigorous, or active. The core tenets of Work on Purpose are geared toward a millenial generation.

YOUThfULSupportiveInspiring

The Work on Purpose program references some of the Echoing Green key attributes and stands as an extension of the organization.

RGB: 0, 178, 116CMYK: 80, 0, 75, 0PMS: 7482

ColorThe use of color within this identity references the overarching brand of Echoing Green. Kelly Green is pulled out from Echoing Green’s brand color palette to be the dominant color for this program. Work on Purpose will become synonymous with this color in the brand. (As other sub-brands are assigned other colors from the palette, it will become clear that the organization is a sum of it’s programs.)

AlignmentThe wordmark’s alignment rules are set so that certain characters jut out unexpectedly.

RelationshipThe wordmark establishes a brand architecture between a program name and the standard use of “A PROGRAM OF ECHOING GREEN”.

WORDMARKIdentity

PhOTOGRAPhYIdentity

Echoing Green lensWhen appropriate, photography is displayed in a way that conveys that it is being seen from the lens of echoing green. This application is to be done only with black and white images placed behind the large circle.

Curriculum coverThe cover for the curriculum features an image from one of the workshops superimposed upon the original identity of Echoing Green, which is within itself a metaphor that the program has been born of the overall values of the original brand. Also, it demonstrates how a workshop is seen from the lens of Echoing Green.

CURRICULUM

Updated: May 22, 2013

COVERApplication: Curriculum

SECTION BREAK(header)

TitlingGothicFB Comp - Medium - 24 Pt (All Caps) / EG GreenTitlingGothicFB Cond - Regular - 14 Pt (Sentence Case) / EG GreenEvery section of the curriculum is broken down by the time version of the workshop. The timer is a fast way of communicating the length of the workshop version.

Section Break TitlingGothicFB Comp - Medium - 14 Pt (Title Case) / White on EG Aqua

ChAPTER hEADER TitlingGothicFB Comp - Medium - 24 Pt (All Caps) / EG GreenBeginning of the chapter is signified by this graphic treatment. The lines above and below the typography are meant to signify the beginning and completion of the workshop.

TYPE TREATMENTApplication Curriculum

www.LinksAreTreatedLikeThis.org

Footnotes are treated like this.

Talking points within the curriculum start with a custom bullet point, and are also indented.

Sample Subhead

Articulation of the IdeaBody copy of the curriculum is to be set in Sentinel and follow the general color guidelines of the original Echoing Green brand.

“All of the quotes and citations are italicized in order to make them stand out as compared to the rest of the body copy.”

Sentinel - Bold - 11 Pt (Title Case) / EG Gray

Sentinel - Book - 11 Pt (Sentence Case) / EG Gray

Sentinel - Book - 11 Pt (Sentence Case) / EG GrayArrows are used as bullet points within these indented talking point bulleted lists.

Sentinel - Book Italic - 11 Pt (Sentence Case) / EG Gray

Sentinel - Book - 11 Pt (Sentence Case) / EG Gray In order to differentiate the links from regular body copy, they are set in color, having that EG colors are blue and green, we chose green because links set in blue is an over-used treatment, and we dare to be different

TitlingGothicFB Cond - Regular - 9 Pt (Sentence Case) / EG Gray

Sentinel - Bold - 11 Pt (Title Case) / EG Green

TitlingGothicFB Cond - Regular - 11 Pt (Sentence Case) / EG AquaFootnote are set in a smaller type-size in order not to pull attention to themselves, but are set in color in order to be noticeable.

## | sample Folio

TYPE TREATMENTApplication Curriculum

Folio Right aligned to the edge of the margin.Signifies the current chapter.

Chapter header

Section break Makes it easier to navigate through different steps of each workshop.

Dotted line The dotted line is used as a visual reference to the identity system. In some instances it is used to break up information. The line moves in different directions and adds liveliness and motion to the page.

INTRO PAGE SETUPApplication Curriculum

Timer icon The stopwatch icon indicates the length of time designated for each exercise.

Segment This treatment is made to communicate the segment of the curriculum that you are currently viewing.

ChAPTER PAGE SETUPApplication Curriculum

Footnote Aligned with the text that they are referencing.

Grid The grid of the document is broken down into a three column structure, the first two columns are designated for body text, while the third column is made specifically for call-out, and note taking during the workshops.

BODY PAGE SETUPApplication Curriculum

Wordmark Right aligned to the edge of the arrow.

Activity TitlingGothicFB Comp - Medium - 24 Pt

Dotted line The dotted line indicates the fill-in space.

NAMETAGSApplication Curriculum

Typographic contrast TitlingGothicFB Comp - Medium - 12 PtThis compelling typographic treatment encourages the audience to be bold and engage with the worksheet.

Fill-in space Indicated by a light blue.

Wordmark Right aligned to the edge of the arrow.

Activity Sentinel - Medium Italic - 32 PtDotted line 3 Pt dotted line is used as a visual divider. The arrow on the end of the line adds a sense of direction and references the lines used within the body of the curriculum.

WORKShEETApplication Curriculum

WORKShEETApplication Curriculum

Bookmark Has been produced as a marketing tool for conferences, and it also functions as a sticker.

BOOKMARKApplication

The book Just as the book inspired the program, its design inspired the wordmark and sub-brand elements.

BOOKApplication

BOOKApplication

PROMOTIONAL INfOShEETSApplication