3. 4 The CARE Center Brand Standards | Version 1.0 | May 2015 5The CARE Center Brand Standards | Version 1.0 | May 2015
Overview
This document
serves to outline
the ways in which
The CARE Center’s
brand looks, feels,
sounds and works
in context.
As an organization, we need to speak in a way that’s audience
and age appropriate. We need to be helpful and knowledgable,
compassionate, kind and inspirational.
We must strive to be relatable to the people we serve and
the audience with which we speak. Avoid technical jargon
whenever possible. Write or speak like you’re talking with
a trusted friend, while not being too informal.
If there are any questions on usage of any of the brand’s
components, please contact our agency, Insight Creative Group
(ICG), for additional direction.
Sharee Farmer
sharee@icgadv.com
405.728.3062
Our Voice
Inspire courage,
bravery, empathy,
trust and kindness
at all times.
4. 6 The CARE Center Brand Standards | Version 1.0 | May 2015 7The CARE Center Brand Standards | Version 1.0 | May 2015
Logo
The primary logo consists of the lion mark with the words to the
right of it. The words are stacked and centered, then aligned to
the vertical middle of the lion mark.
The logo forms the conceptual cornerstone of our new brand.
The lion symbolizes the courage and bravery we all have within
us and serves as a reminder that we have more potential than
we realize.
Taglines
Acronym tagline
Vision tagline
Depending on the context, there are two possible taglines that
are used in conjunction with the logo, the acronym tagline and
the vision tagline.
In instances where the reader is unfamiliar with the CARE
Center, or the piece is intended to educate on the services
provided, use the acronymn tagline.
If the piece is used in the context of the organization’s vision,
use the vision tagline.
Primary Logo
5. 8 The CARE Center Brand Standards | Version 1.0 | May 2015 9The CARE Center Brand Standards | Version 1.0 | May 2015
Alternate Versions Incorrect Usage
Child Abuse Response & Evaluation
Don’t recreate, retype or redraw the logo
Don’t use our logo in outline form Don’t add graphics or clip art to our logo
Don’t stretch or alter the logo in any way
Don’t use graphic effects on the logo
(such as drop shadow, bevel, etc)
Don’t change the colors of the logo
Don’t place our logo on backgrounds
with high contrast elements
Don’t place the logo on a background
that limits legibility
Don’t place our logo on faces
6. 10 The CARE Center Brand Standards | Version 1.0 | May 2015 11The CARE Center Brand Standards | Version 1.0 | May 2015
Spacing Colors
The colors used in our brand are warm, bright and vibrant.
We can supplement the color in our
brand with some of the following
secondary colors.
White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Hex: #ffffff
Black
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
Hex: #000000
Dark Orange
CMYK: 18, 91, 100, 8
RGB: 255, 255, 255
Hex: #bd3926
Light Orange
CMYK: 0, 80, 98, 0
RGB: 255, 255, 255
Hex: #f05924
Blue
CMYK: 69, 28, 0, 0
RGB: 68, 152, 211
Hex: #3d99de
Yellow
CMYK: 3, 7, 93, 0
RGB: 250, 222, 40
Hex: #fbdf2b
We need to let our lion have plenty of room to breathe.
Allowing plenty of space around the logo prevents layouts from
getting too cluttered.
The space surrounding the logo on all sides should be greater
than or equal to the height of the “c” in the word “care.”
7. 12 The CARE Center Brand Standards | Version 1.0 | May 2015 13The CARE Center Brand Standards | Version 1.0 | May 2015
Typography
It’s important to keep things consistent, particularly with your use of typography within the brand.
Be sure to use only the following typefaces and you should be just fine.
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;”’?!$@#) 0123456890
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;”’?!$@#) 0123456890
Mrs. Eaves Roman
The large typeface used in our logo. Used as the largest
headlines, cover text on brochures and pull-quotes.
When to use: largest headlines and pullquotes in brochures.
Century Schoolbook
Used in place of Mrs. Eaves on the web.
When to use: This typeface is used for the large h1 headlines
on the website and for the text in video overlays.
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;”’?!$@#) 0123456890
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;”’?!$@#) 0123456890
Trade Gothic Bold Condensed No. 20
It’s got a heavier weight but its condensed qualities allow more
text in a smaller amount of space.
When to use: smaller headlines in brochures
Trade Gothic Medium
A good workhorse typeface that’s nice and neutral
and readable.
When to use: general purpose use in print and web
8. 14 The CARE Center Brand Standards | Version 1.0 | May 2015 15The CARE Center Brand Standards | Version 1.0 | May 2015
Photography
The way we use photography in our brand is important.
Generally, we focus on lifestyle photography of happy kids doing
kid activities. Photos often have a slightly grainy texture applied.
Photography keywords:
Happy
Optimistic
Hopeful
Activity
Friendship
Strong
Rich color
Relatable
Natural, not too posed
Cut-out image on a colored, textured background with large text.
Opposite page, clockwise from top left:
Single kid in a strong pose
Group of kids in an outdoor environment, vintage colors
Single kid in hopeful, playing pose with with sky and vintage color
Group of kids in an outdoor environment, vibrant color
9. 16 The CARE Center Brand Standards | Version 1.0 | May 2015 17The CARE Center Brand Standards | Version 1.0 | May 2015
Website
carecenter-okc.org
Various Collateral
(Clockwise)
Letterhead
tablet wallpaper
phone wallpaper
eraser
business card
envelope
