river house style guide
DESCRIPTION
Style guide accompanying identity design/awareness campaign. Rebranding of a local non-profit shelter in Beverly, MA. The rebrand hopes to change the community's existing negative perceptions of the men in the shelter.TRANSCRIPT
STYLE GUIDE 2012together we can find a way home
R I VE R H OU S E
01 OUR IDENTITY
how we describe our brand
River House is
approachablesupportivesecuritycommunityassistancea helping handcommittedoptimistichelpfulpassionatemotivateddeterminedcapableaccommodatinghopefulpractical
caringaccessiblefriendlypersonalwarmpersonablefunctionalpracticalinvolvedunderstandingactiveconnectedstrongcompassionateeagerproactive
River House was founded in 2004 to provide housing and sup-portive services to men facing homelessness. Accommodating up to thirty-four guests a night with a safe place to sleep and fortify-ing meals, River House satisfies basic human necessities to help men regain self-sufficiency.
est 2004
225In 2009, River House served more than 225 guests.
our slogan
“together we can find a way home”
our faces
02THE TYPOGRAPHY & PALETTE
our Typography
AaBbCc0123
Clarendon Light-abcdefghijklmnop qrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ1234567890 !@#$%&
AaBbCc0123
Din Medium-abcdefghijklmnop qrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ1234567890 !@#$%&
Aa
Aa
Primary Typeface
Secondary Typeface
This typeface is used as headers and for the logo
THIS TYPEFACE IS USED FOR BODY COPY. WHICH LOOKS SOMETHING LIKE THIS:
River House was founded in 2004 to provide housing and supportive services to men facing homelessness. Accommodating up to thirty-four guests a night with a safe place to sleep and fortifying meals, River House sat-
Point Size/Leading12/14
**we chose approachable typefaces, that are easy to read to cater to any audience and maintain absolute brand clarity.
Clarendon Light Italics may also be used when emphasizing a word or phrase i.e. campaign statement “together we can find a way home”
our color palette
WHY YELLOW?
Yellow represents the shelter’s identity partially because the building itself is yel-low.
Yellow also highlights our brand attributes: positive, optimistic, warm, approachable, etc.
Secondary ColorsPrimary Color**
Because our brand identity projects happiness,the connotation of yellow representing happi-ness confirms this component of the identity.
Yellow also indicates intelligence, a characteris-tic of the capable River House guests.
C: 11 M:9 Y:98 K:0C: 0 M:0 Y:0 K:100R:233 G:214 B:31R:0 G:0 B:0
http://www.sensationalcolor.com/color-messages-meanings/color-meaning-symbolism-psychology/all-about-the-color-yellow.html
C:4 M:2 Y:32 K:57 40% Black
C:0 M:0 Y:0 K:0C:13 M:12 Y:25 K:7
C:6 M:3 Y:53 K:29
R:129 G:128 B:101
R:225 G:225 B:225R:206 G:199 B:179
R:181 G:176 B:111 03**Different shades of the yellow will only be used in infographics
03THE LOGO
this is our logo
the logo deconstructed
01 The Typography
A serif typeface was chosen to represent the stability of the house. The feet of the serif letters represent how the shelter helps the men get back on their “feet”.
02 The Hands
The hands represent the community that has the potential to support the River House, by providing funding, volunteering, and providing employment
02 The House
The house represents the physical River House. The house is also symbolic of safety,shelter, support, stability, and protection. The house is yellow in the logo, maintaining the shelter’s current identity.
R I VE R H OU S E
this is how to use our logo
these are misuses of our logo
when on yellow, logo is in white logo can be placed on photography as long as it is readable.
when on white, logo always is all black with yellow house
logo should always have the house in the hands
logo should never have a drop shadow effect applied
logo should never be tilted
R I VE R H OU S E
R I VE R H OU S ER I VE R H OU S E
R I VE R H OU S E
R I VE R H OU S E
R I VE R H OU S E
RIV
ER H
OU
SE
04THE APPLICATION
our social media icons look like this
twittertwitter.com/theriverhouse_
facebookfacebook.com/riverhouseshelter
tumblrriverhousemen.tumblr.comriverhouseblog.tumblr.com
our identity on the “Everyone Has A Story” Blog riverhousemen.tumblr.com
our identity on the Blogwith video
riverhouseblog.tumblr.com
our identity on Facebook
our identity on our Twitter
We are the guarding walls and supportive floorboards that help men in need regain self-sufficiency. We are River House.
our posters
WE ARE FATHERS, BROTHERS, SONSR I VE R H OU S E
Irvin, River House Member. Skills : Automotive technician. read his story at riverhousemen.tumblr.com
a year and a half.“I am now going to the Navy to finishmy flight hours to become .” a year and a half.
WE ARE FATHERS, BROTHERS, SONSR I VE R H OU S E
“4 deaths, marital abandonment, and unemployment–all within ”
Jay, River House Member. Skills : Architect. read his story at riverhousemen.tumblr.comTony, River House Member. Skill : Mason : read his story at riverhousemen.tumblr.com
WE ARE FATHERS, BROTHERS, SONS R I VE R H OU S E
“I had to give up my apartment sothat I could pay .”
our brochure
who we areFounded in 2004, River House provides a safe place to sleep, �lling meals, and guidance and support for up to 34 individuals each day.
safe haven single room occupancy apartmentProvides 5 rental rooms for men & womenwho have been chronically homeless and also struggle with mental illness. Tenantsshare 2 bathrooms, a kitchen and commonarea, laundry facilities and household choreresponsibilities. Tenants receive case mana-gement services to assist with goal planning and life management skills.
what we doGuests �nd more than shelter at River House. A caring and committed staff works to help them �nd jobs, per-manent housing, and medical care. The staff also helps guests access bene�ts, such as those for veterans, senior citizens, and the disabled.
services we provideHealth insurance applications
Housing applications & referrals
In-house mental health and relapse prevention treatment
Employment counseling and referrals
Referrals for legal assistance
Inde�nite follow-up services and advocacy after guests move out of the shelter and into permanent housing
what we needPantry items (coffee, milk, cereal, sugar...)
Men’s underwear & socks
Toiletries (deoderant, razors, chapstick...)
Sunblock
Commuter rail passes
Towels & �ip�ops (for the shower)
First-Aid supplies & hand sanitizer
Duf�e bags & backpacks
Cough drops, OTCs (e.g. Ibuprofen)
USB �ash drives
how you can help
01 PROVIDE JOBSWe have guests that are carpenters, masons, veterans, etc. and could be a potential employee of yours.
02 DONATE Help us keep the lights on, plates full and doors open to the fathers, brothers, andsons of our community.
03 PARTICIPATE IN OUR EVENTSVisit our Twitter for calendar updates.
04 VOLUNTEER YOUR TIME
To contact the River House regarding donations, employment, or voluntary service: phone: 978.921.1304email: [email protected] address: 56 River Street, Beverly, MA 01915
of the guests moved outof the shelter (in 2009)20%
225
Irvin’s story“I am the second youngest man staying at the River House. Growing up, I never thought it would be me. Then, in January 2011 my mom kicked me out. I jumped around from place to place and house to house trying to find somewhere I could stay. My ego was com-pletely shattered... Being a part of River House has humbled me tremendously, changed my life, and introduced me to some pretty honorable men...”
John’s story"The River House has taught me that when you don’t know what is behind a wall, you have no idea until you go around that wall. The best way to understand those who stay at the shelter is to imagine that at any given moment you can’t go home and you have to think of another way to get around that wall. I had to do that. It makes you stop and think. I’m very grateful for all that the River House has been able to offer me...”
In 2009, River House served more than 225 guests.
For more stories visit riverhouseblog.tumblr.com
“together we can find a way home”
we are
fathersbrotherssonsfriends
board of directorsLinda Anderson-Mercier
John Archer Jay Berner
Sally Calhoun | Elizabeth Hogan
Reverend Beth Loughhead
Donald MacQuarrie | Chris Sadkowski
Toby Seamans | Bliss Wallace | Jim Winter
partnershipsNASCAP • The City of Beverly
The Beverly Chamber of Commerce
Endicott College • Sodexo Food Service
Partners Home Care • YMCA of the
North Shore • Local Corporations and
Businesses • Private Foundations and
Grant Funders • Individual Donors
Local Churches & Religious Organizations
Northeast Health Care • Local Public &
Private Schools • Local Service Clubs
[email protected] | 978.921.130456 River Street, Beverly, MA 01915
“together we can find a way home”
FIND US AT
R I VE R H OU S E
Tony, River House Member. Skill : Mason: read more at riverhousemen.tumblr.com
R I VE R H OU S E
“I had to give up my apartment sothat I could pay ”
Brochure closedfront view
Panel 1 openInside view. Both panels open.
we are
fathersbrotherssonsfriends
board of directorsLinda Anderson-Mercier
John Archer Jay Berner
Sally Calhoun | Elizabeth Hogan
Reverend Beth Loughhead
Donald MacQuarrie | Chris Sadkowski
Toby Seamans | Bliss Wallace | Jim Winter
partnershipsNASCAP • The City of Beverly
The Beverly Chamber of Commerce
Endicott College • Sodexo Food Service
Partners Home Care • YMCA of the
North Shore • Local Corporations and
Businesses • Private Foundations and
Grant Funders • Individual Donors
Local Churches & Religious Organizations
Northeast Health Care • Local Public &
Private Schools • Local Service Clubs
[email protected] | 978.921.130456 River Street, Beverly, MA 01915
“together we can find a way home”
FIND US AT
R I VE R H OU S E
Tony, River House Member. Skill : Mason: read more at riverhousemen.tumblr.com
R I VE R H OU S E
“I had to give up my apartment sothat I could pay ”
who we areFounded in 2004, River House provides a safe place to sleep, �lling meals, and guidance and support for up to 34 individuals each day.
safe haven single room occupancy apartmentProvides 5 rental rooms for men & womenwho have been chronically homeless and also struggle with mental illness. Tenantsshare 2 bathrooms, a kitchen and commonarea, laundry facilities and household choreresponsibilities. Tenants receive case mana-gement services to assist with goal planning and life management skills.
what we doGuests �nd more than shelter at River House. A caring and committed staff works to help them �nd jobs, per-manent housing, and medical care. The staff also helps guests access bene�ts, such as those for veterans, senior citizens, and the disabled.
services we provideHealth insurance applications
Housing applications & referrals
In-house mental health and relapse prevention treatment
Employment counseling and referrals
Referrals for legal assistance
Inde�nite follow-up services and advocacy after guests move out of the shelter and into permanent housing
what we needPantry items (coffee, milk, cereal, sugar...)
Men’s underwear & socks
Toiletries (deoderant, razors, chapstick...)
Sunblock
Commuter rail passes
Towels & �ip�ops (for the shower)
First-Aid supplies & hand sanitizer
Duf�e bags & backpacks
Cough drops, OTCs (e.g. Ibuprofen)
USB �ash drives
how you can help
01 PROVIDE JOBSWe have guests that are carpenters, masons, veterans, etc. and could be a potential employee of yours.
02 DONATE Help us keep the lights on, plates full and doors open to the fathers, brothers, andsons of our community.
03 PARTICIPATE IN OUR EVENTSVisit our Twitter for calendar updates.
04 VOLUNTEER YOUR TIME
To contact the River House regarding donations, employment, or voluntary service: phone: 978.921.1304email: [email protected] address: 56 River Street, Beverly, MA 01915
of the guests moved outof the shelter (in 2009)20%
225
Irvin’s story“I am the second youngest man staying at the River House. Growing up, I never thought it would be me. Then, in January 2011 my mom kicked me out. I jumped around from place to place and house to house trying to find somewhere I could stay. My ego was com-pletely shattered... Being a part of River House has humbled me tremendously, changed my life, and introduced me to some pretty honorable men...”
John’s story"The River House has taught me that when you don’t know what is behind a wall, you have no idea until you go around that wall. The best way to understand those who stay at the shelter is to imagine that at any given moment you can’t go home and you have to think of another way to get around that wall. I had to do that. It makes you stop and think. I’m very grateful for all that the River House has been able to offer me...”
In 2009, River House served more than 225 guests.
For more stories visit riverhouseblog.tumblr.com
“together we can find a way home”
56 River StreetBeverly, MA 01915
YOU CAN’T GO HOME
I M A G I N E• • •
“together we can find a way home”
because...
you don’t make enough to pay your child support.
you were laid off.
you were injured on the job.
you were evicted.
you went through a difficult divorce.
They are FATHERS, BROTHERS, SONS with their own stories to tell and professional skills to offer.
Read their stories to get a better understanding of who they are before you judge them.
RIVERHOUSEMEN.TUMBLR.COM
call: 978-921-1304 email: [email protected]
And help these men overcome their situations
Every day, the men of the River House are being faced with homelessness. And every day, they try to find the jobs and support to get themselves back on their feet.
– Former Guest, Current Employee of River House
“Homelessness is something that you don’t expect to happen, but it does.” 01 DONATE 02 VOLUNTEER 03 EMPLOY
• • •
our mailer
Brochure closedfront view
Brochure closed Back view
FRONT VIEW
BACK VIEW
If you have questions regarding our visual identity system, please email [email protected].