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Brand Guidelines

Brand Guidelines

Table of Contents

Introduction .................................................

Brand Voice ..................................................

Color Palettes ...............................................

Logo ..............................................................

Framed Mountain Icon ...............................

Influence Frame ...........................................

Photography Photography .................................................

Topographic Texture ...................................

Typography ..................................................

Conclusion ..................................................

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Global Leadership Network | Brand Guidelines

Global Leadership Network is the foremost authority in leadership growth and education from a Christian perspective. We have the largest and most intellectually rigorous leadership content paired with a unique and diverse blend of inspirational, actionable, and personal growth training. All of this is accessible in a wide variety of media tailored to your learning style, including video, audio,audio, print, a mobile app, and live events, all customized to fit your career goals and desired learning objectives.

From the transformative leadership of a CEO to the structural guidance of a little league coach, everyone has the capacity to lead and effect positive change in the world through influence.

TheThe primary goal of the GLN visual brand is to help underpin this connection we all share by using the emotional power of imagery. The following guidelines will show how each visual element of the brand can be used to support this message.

The Value Proposition

Introduction

Everyone Has Influence

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not just an organization... ...but, also a community

not a transaction... ...but, a relationship

not a user... ...but, a member

not a message... ...but, a conversation

not information... ...but, stories

not to attend... ...but, to participate

we don’t market to... we don’t market to... ...we engage with

Traditional Inclusive

GLN is a place where established and aspiring leaders can come together to grow, be inspired, and interact with a supportive community. This is why we use inclusive language whenever possible. Here are a few examples of how we reframe traditional organizational concepts to communicate a more inclusive and participatory experience:

Inclusivity

Note: This chart is designed to illustrate a reframing of traditional concepts to aid in tonal direction and is not intended to be viewed as a list of word restrictions.


The GLN visual brand is designed to convey warmth, authority, and diversity. This is the essence of the brand voice and should be the consistent tonal direction when writing copy.

Keywords and Phrases

DIVERSE • UNIQUE BLEND • WORLD-CLASS • HIGH-QUALITY •

COMMUNITY • CONNECT • LIKE-MINDED • TRANSFORMATIVE •

CUSTOMIZED • INFLUENCE • STORIES • INSPIRE • ASPIRE •

GROWTH • OPPORTUNITY • SUPPORT • GUIDANCE • SUCCESS

The GLN voice is ‘matter-of-fact’ in tone.

It expresses warmth through inclusive language, not by using humor, conversational language, or colloquialisms.

We don’t explicitly ‘brag’ about being an authority on leaderhip. We write about our content, world-class speakers, and diverse curriculum because they define our authority.

WeWe use the power of imagery and stories to convey emotion, while remaining composed and professional in our tone of voice.

Brand Voice - Everyone Has Influence

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The GLN color palettes are divided into three categories: Primary, Secondary, and Utilitarian. The Primary colors are the ‘heroes’ of the palettes. They represent the fullness of the brand and should never ‘take a back seat’ to the secondary colors, which should only be used with restraint and when necessary. Note that there are no tints or shades for ‘Azurite’ and only one limited use shade for ‘Summit Blue.’ This is to ensure that they remain distinct from one another since each lends its own unique characteristics to the brand. TheThe darkest shades of ‘Warm Onyx’ and ‘Azurite Blue’ should not be darkened any further. ‘Warm Onyx’ in its pure form (Pantone Black 7 C) should be used in place of standard black in order to make the most of its warming properties and to maintain a softer appearance within copy.

*See the Web Style Guide for correct use of these colors

Never use the eyedropper tool to select colors from the palettes. Always use color codes (hex and RGB for digital, CMYK and Pantone for print).

These colors are specifically for digital usage and are for calling out negative, cautionary, and positive meaning in page elements.

#CD4747 #EACB38 #65BC67

Utilitarian

#F4872A

Premium

This color is used exclusively as an indicator for premium content and should be used very sparingly to not overpower the primary and secondary brand colors.

Champagne

#F1E6B2R:241 G:230 B:178C:1 M:2 Y:24 K:0Pantone: 7499 C

#F5F1DCC:3 M:3 Y:14 K:0

#F8F7F0C:2 M:1 Y:5 K:0

Azurite Blue

#2b3575R:43 G:53 B:117C:93 M:86 Y:11 K:24Pantone: 3581 C

Patina Green

#6CCDB3R:108 G:208 B:179C:55 M:0 Y:39 K:0Pantone: 338 C

#B0E4D6C:30 M:0 Y:19 K:0

#D9ECE7C:14 M:1 Y:9 K:0

#EDF5F3C:6 M:1 Y:3 K:0

#2A836BR: 42 G:131 B:107

*Limited DigitalUse Only

Summit Blue

#009CDER:0 G:156 B:222C:76 M:28 Y:0 K:0Pantone: 2925 C

#007DB3R:0 G:125 B:179


Warm Onyx

#3D3935R:61 G:57 B:53C:65 M:61 Y:64 K:54Pantone: Black 7 C

#272523R:39 G:37 B:35


#98938EC:75 M:5 Y:48 K:3

#BEBAB5C:26 M:22 Y:25 K:0

#E8E4E0C:8 M:7 Y:9 K:0

NO DARKER SHADES NO DARKER SHADES

NO LIGHTER TINTS

NO LIGHTER TINTS

SecondaryPrimary

Color Palettes - Professional and Approachable

Framed Mountain Icon

This icon should not be recolored, distorted, or altered in any way as it communicates a very specific set of ideas. While the frame was designed to be used separate from the mountain (see Frame Icon section for more information), the mountain should never be used independent of the frame. This icon may be used independent of the wordmark as a design element. However, this is not the full logo and should never be used in place of the logo. Never scale the icon smaller than 65 pixels high for digital or 1/2 inch high for print to ensure the integrity of its details.

Like the logo, the framed mountain icon should only be presented in high contrast to its background. The standard 'Summit Blue' icon should never be placed over any solid color other than white, and the white version should never be placed over any solid color other than 'Summit Blue'. Both versions may be placed over photographs as long as they contrast well with the image. This can be acheived by using brand color overlays.

Global Leadership Network | Brand Guidelines 5


The frame icon is designed to be placed over photos, framing and focusing on individuals in traditional and non-traditional leadership roles. There are no color variations of the frame as it should always appear 'Summit Blue'. Using color variants would compromise the purpose of the frame, which is to visually unite diverse types of leaders.

When placing the frame over the subject, be sure to include as much of their head as possible, as well as their necks and the upper portion of their shoulders. This will help to achieve the appearance of a traditional portrait composition, even while the subjects are naturally engaged with others.

It is also important that the frame contrasts well enough with the photo to be easily recognized. This may mean using brand color overlays or manually adjusting the photos to create contrast.

See examples below.

As with other design elements in the GLN brand, the frame should not be recolored or distorted in any way.

This photo is high contrast, allowing the frame to stand out from the background.

Here, we see that the frame is not contrasting enough against the photo. There are a number of ways to adjust the photo to create more contrast.

For example, here we have overlaid the photo with a ‘Warm Onyx’ tint. We also made a few manual adjustments to increase contrast.

Never alter the frame color or add a drop shadow to create contrast.

Influence Frame - Everyone Has Influence

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The GLN brand uses the emotional impact of photography to show the diversity and power of influence. It portrays a level of confidence and connectedness through an honest and authentic documentary-style approach. Photography should feel genuine and warm. Avoid using standard stock photography. Use candid images of real people in real settings.

When selecting photography, be sure there is enough of the subject showing and enough space above their heads to accomodate the blue Influence Frame element. For more information and examples, see the Influence Frame section of the Guidelines.

Aspiring Leaders

The secondary focus should be future leaders learning and attentively listening as a way of illustrating the propogation of influence. This may include attendees of Global Leadership Summit or other GLN sponsored events. Remember to not focus on passive listeners, but those who appear motivated and energized.

Leaders

The primary focus should be leaders in diverse roles, cultures, and spheres of influence ‘doing the work.’ It is important to remember the central brand concept when selecting photography: Everyone has influence. These images should tell stories of leadership in action with a goal of inspiring action in others.

Photography - Inspirational and Genuine

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Example 1: Topographic texture layered over a solid color background used to enhance a simple text box

Example 2: Topographic texture layered over a photograph which has a darker color overlay to help create contrast

Example 3: Topographic texture combined with a color overlay

This texture, which calls to mind the concepts of geographical location and navigation, is provided to extend the flexibility of the visual brand and to further support its message. The EPS file contains three layers of complexity, the top two of which can be used or hidden, depending on the level of detail needed.

The topographic texture may be combined with a brand color to create a background or applied as a textural overlay on photography, but be sure not to layer it over faces or other important points of focus. Brand color overlays on photography or on the texture itself may be used to create contrast between these elements.

Options for background elements are not limited to this texture alone. For example, you might use something like the halftone styling at the beginning and end of this document. But, it is important to remember that the topographic texture is thematically a part of the GLN brand, and any other imagery should be used alongside it and not in place of it. Also, remember that new imagery shouldshould in no way conflict with Global Leadership Network’s brand direction and voice.

Topographic Texture - Growth and Reach

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The GLN brand uses two fonts for both web and print, Libre Baskerville and Open Sans.

This font is highly legible, clean, and professional. This makes it it ideal for subheadings and body copy.

With its serif flares and humanist curves, Libre Baskerville provides necessary warmth to the brand. Its higher detailed glyphs make it perfect for headlines and titles.

Open Sans Semibold

Open Sans Light Italic

Open Sans Italic

Open Sans Regular

Open Sans Regular

Libre Baskerville Regular

Libre BaskervilleABCDEFGHIJKLM NOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz1234567890?!&

Open SansABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890?!&

Typography - Professional and Approachable

In this example, we see that Open Sans is used in a variety of weights and for many different purposes. Libre Baskerville is only to be used in its regular weight and only for headlines and titles.

ForFor print: Minimum body copy size should be no smaller than 9pt, while legal copy should be no smaller than 7pt. Paragraph leading should be the font point size plus 50%. For example, if the body copy is 10pt, the leading should be 10pt plus 50%. This would make the leading 15pt.

For digital: See the GLN Web Style Guide

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The visual brand elements presented in this guide were developed using a multidisciplinary process to optimally communicate Global Leadership Network’s value and focus. By adhering to these guidelines (and those of the GLN Web Style Guide), we can ensure a consistent experience across all media.

ThankThank you for taking the time to understand the brand guidelines and working with GLN to bring them to life through powerful design.

Conclusion

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