urban upbound naming & visual identity
Post on 21-Oct-2014
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Urban Upbound Naming and Visual Identity ProjectTRANSCRIPT
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BRAND IDENTITYGUIDELINES
Urban Upbound
tackling poverty, changing lives.
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SECTION I
BRAND STRATEGY
brand identity guidelines
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Urban Upbound | brand identity guidelines
ABOUT THIS GUIDE
This guide is about the Urban Upbound brand.
It tells the story behind our new name and logo.
And it shows you how to use them
in communications: from letterhead
to street banners, web pages to coffee mugs.
Brand Strategy Introduction
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Urban Upbound | brand identity guidelines
SO WHY IS THIS IMPORTANT?
Every time people come in contact with us – whether
online or in person – their perceptions about us take shape.
Every time a client enters our door, they form impressions
based on what they see and hear. Every time one of
our credit union team members handles a transaction,
how they do so alters clients’ views of our brand.
Brand Strategy Introduction
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Urban Upbound | brand identity guidelines
Every time we send a student to college,
Hold a street party,
Or simply give a prospective donor our business card …
Each is an opportunity to influence perceptions by
clearly and consistently communicating who we are and
what we do through our name, logo and brand story.
Just as we offer clients tools to improve their lives, our
new name and logo are tools that will build our brand—
and ultimately enable us to help more clients.
Brand Strategy Introduction
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Urban Upbound | brand identity guidelines
Brand Strategy The Name
THE NAME
MOVING FORWARD IN LIFE AND
OVERCOMING OBSTACLES DO NOT
TYPICALLY OCCUR IN A LINEAR MANNER.
PROGRESS IS OFTEN INTERRUPTED;
IT TAKES RESILIENCE AND SPIRIT TO PICK
OURSELVES UP AND MOVE IN THE RIGHT
DIRECTION… AGAIN.
Urban Upbound | brand identity guidelines
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Brand Strategy The Name
THE NAME
Urban Upbound tells people what we do: improve
lives in urban communities – now and in the future.
Our new name suggests that we are bold, approachable
and flexible. It tells community members that
we are there for them – through ups, downs and
everything in between.
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Brand Strategy Mission Statement
OUR MISSION
The mission of Urban Upbound is to provide residents
of public housing neighborhoods with the tools
and resources needed to achieve economic mobility
and self-sufficiency, and to break intergenerational
cycles of poverty.
Urban Upbound | brand identity guidelines
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Urban Upbound | brand identity guidelines
URBAN UPBOUND SUPPORTS OUR MISSION
Inspired by the idea that “It’s a hand up, not a hand out,”
Urban Upbound is about possibilities.
We operate with the goal of reshaping the quality of
life in these communities, providing tangible solutions
that break the cycles of poverty, motivate and support
individuals – giving a lift where most needed.
Brand Strategy Urban Upbound
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Urban Upbound | brand identity guidelines
Brand Strategy Urban Upbound
URBAN UPBOUND SUPPORTS OUR MISSION
Our integrated community revitalization, financial literacy,
college access and employment programs and services
work together to give individuals opportunities to achieve
economic mobility and self-sufficiency for successful futures.
Our approach is one of positive support and nurture.
We motivate, support and celebrate change in the right
direction – up.
Possibilities. Lifts. Opportunities. Motivation. Celebration. It’s all Urban Upbound.
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Brand Strategy Vision
OUR VISION
To ensure that public housing is a place of promise and
opportunity in which residents can achieve their goals
– whether they wish to go to college, own their own
home or find a better job.
Our comprehensive approach harnesses existing resources and gives residents the tools they need to break the cycle of poverty.
Urban Upbound | brand identity guidelines
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Urban Upbound | brand identity guidelines
Brand Strategy Culture
OUR PERSONALITY
Urban Upbound | brand identity guidelines
Brands have personalities just like people. Our brand personality should come across in everything we do… in how we express our culture, the way we talk about our work in communications and even how we make our clients and supporters feel.
Being consistent in our behavior – as well as with our name, logo and story – ensures that everyone will know who we are and what to expect when working with us.
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Urban Upbound | brand identity guidelines
Brand Strategy Culture
URBAN UPBOUND IS:
Urban Upbound | brand identity guidelines
> Bold
> Fraternal / Sororal
> Champion
> Investor
> Enterprising
> Partner
> Mobilizer
> Self-respect
> Selfl essness
> Community
> Empathetic
> Hopeful
> Inspiration
> Self-reliance
> Impact
> Trustworthy
> Fraternal / Sororal > Community
> Investor > Hopeful
> Partner > Self-reliance
> Self-respect > Trustworthy
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SECTION II
CORE ELEMENTS
brand identity guidelines
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Urban Upbound | brand identity guidelines
Core Elements Symbol – Upbound Arrow
THE ICONIC SYMBOL OF OUR ORGANIZATION
The new symbol brings our brand to life visually: Moving beyond difficulties often follows an upward and flexible curve.
Our logo shows how we help lift individuals, families and communities toward self-sufficiency and success.
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Urban Upbound | brand identity guidelines
Core Elements The Brandmark
The Brandmark Size & Relationship
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Urban Upbound | brand identity guidelines
Core Elements The Brandmark' Space
The Artwork-free Zone
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Urban Upbound | brand identity guidelines
Core Elements The Tagline
The Urban Upbound model promotes shared prosperity by building on the strengths of the communities and clients we serve. We showcase these strengths through the success of our four core programs: workforce development, financial counseling and education, community revitalization and college access/youth development.
That΄s why our tagline is ”tracking poverty, changing lives.”
We set it in lowercase to remind the communities we serve that quiet strength and a humble presence are central to our relationships with clients.
tackling poverty, changing lives
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Urban Upbound | brand identity guidelines
Brand Strategy The Brandmark Lockups
Centered – Main Option Additional Options
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Core Elements Colorways
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C 0M 81Y 89K 0
C 0M 88Y 94K 0
C 0M 64Y 100
K 0
C 0M 60Y 76K 0
C 0M 60Y 76K 0
C 0M 0Y 0K 100
C 0M 0Y 0K 50
C 0M 0Y 0K 25
100% Black
Gradient 1 Gradient 2
Opacity 100% Opacity 75%Opacity 100% Opacity 100%
The Urban Upbound Orange 50% Black 25% Black
Urban Upbound | brand identity guidelines
Core Elements Color Palette
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Urban Upbound | brand identity guidelines
Core Elements Typography
Myriad Pro Light
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Regular
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Semibold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Bold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Light Italic
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Italic
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Semibold Italic
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Myriad Pro Bold Italic
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Berthold Akzidenz Grotesk Bold Condensed
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Berthold Akzidenz Grotesk Extra Bold Condensed
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Berthold Akzidenz Grotesk Extra Bold Condensed Italic
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Berthold Akzidenz Grotesk Extra Bold
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Primary Typeface – Myriad Pro Family Secondary Typeface – Berthold Akzidenz Grotesk
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SECTION III
IMAGE USAGE
Our new ”look” is bold, inclusive, resourceful, flexible and energetic.
brand identity guidelines
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Urban Upbound | brand identity guidelines
Image Usage Introduction
Urban Upbound | brand identity guidelines
A picture truly is worth a thousand words. We use images daily to tell our organizational and client stories whether in presentations, on our website, in pamphlets and on our office walls.
The visuals we use should always reflect Urban Upbound’s mission and personality.
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Urban Upbound | brand identity guidelines
Image Usage Introduction
Urban Upbound | brand identity guidelines
The orange in our new logo is our official color. It should be adopted throughout all communications and in the spaces we work as the prominent color or as an accent color as appropriate.
Visuals should be colorful, bright and, at all times, positive – reflective of our personality.
Photographs should show people living our mission whether living at home, in school or at work.
Consider too, images that allude to upward movement which reflects our name.
Following are a few examples…
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SAMPLE
EDITORIAL
IMAGES
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SAMPLE
EDITORIAL
IMAGES
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SAMPLE
CONCEPTUAL
IMAGES
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SECTION IV
BRAND ARCHITECTURE
brand identity guidelines
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Brand Architecture Services
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SECTION V
STATIONERY
brand identity guidelines
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Urban Upbound | brand identity guidelines
Stationery Letterhead, Envelope, Business Card
www.urbanupbound.org
12-11 40th AvenueLong Island City, NY 11101
12-11 40th Avenue, Long Island City, NY 11101 • phone: 718-784-0877 • fax: 718-729-1288 • www.UrbanUpbound.org
ENRIQUE BALLVice President, Development & Communications
phone 718-784-0877 x 319cell: [email protected]
12-11 40th Avenue, Long Island City, NY 11101
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Urban Upbound | brand identity guidelines
Stationery Letterhead (color)
12-11 40th Avenue, Long Island City, NY 11101 • phone: 718-784-0877 • fax: 718-729-1288 • www.UrbanUpbound.org
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Urban Upbound | brand identity guidelines
Stationery Letterhead (grayscale)
12-11 40th Avenue, Long Island City, NY 11101 • phone: 718-784-0877 • fax: 718-729-1288 • www.UrbanUpbound.org
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Front
Back
Urban Upbound | brand identity guidelines
Stationery Business Card
ENRIQUE BALLVice President, Development & Communications
phone 718-784-0877 x 319cell: [email protected]
12-11 40th Avenue, Long Island City, NY 11101
www.urbanupbound.org
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Urban Upbound | brand identity guidelines
Stationery Envelope (color)
12-11 40th AvenueLong Island City, NY 11101
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Urban Upbound | brand identity guidelines
Stationery Envelope (grayscale)
12-11 40th AvenueLong Island City, NY 11101
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Urban Upbound | brand identity guidelines
Stationery CD Label
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SECTION VI
SPECIAL-USE ITEMS
brand identity guidelines
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Urban Upbound | brand identity guidelines
Special-Use Items Cap
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Urban Upbound | brand identity guidelines
Special-Use Items T-shirt
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Urban Upbound | brand identity guidelines
Special-Use Items Vehicle
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Urban Upbound | brand identity guidelines
Special-Use Items Banner
Making public housing neighborhoods places
of opportunity, growth and economic mobility
12-11 40th AvenueLong Island City, NY 11101
718.784.0877www.urbanupbound.org
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Urban Upbound | brand identity guidelines
Special-Use Items Signage
Making public housing neighborhoods places
of opportunity, growth and economic mobility
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