5 Elementsto Include in Your Brand Guide

Design for Nondesigners

#1: Design Philosophy

• Include at the start of your brand book

• Speaks to who you are as an organization

• Sets the tone for any onlooker. If your brand is friendly and approachable, use accessible and simpler language

Pro Tip: When crafting language for your organization, start to think about your brand as a personality. This will help you be more authentic.

Example: Charity Water Brand Book

• Include details on how NOT to use your logo

• Color specifications

• What logo to use against a color background versus light background

#2: Application of Logo

Logo Don'tsBelow are some examples of logo uses that should be avoided at all costs to ensure a consistent perception of your brand by its audiences.

Squashing or StretchingThe logo should always be scaled proportionately.

Changing the ColorsThe logo should always be used in oneof the color schemes presented on page 2.

NESSTCapitalizing the "s"The logotype should always be used as provided. No letter should be altered.

NESsTMoving the MarkOnly use the logo lock-up provided, and do not move the mark.

The NESST portfolio of social enterprises

and the majority of the NESsT team are based within the...

Text WrappingThe logo should not be used in bodies of text. In these cases, "NESsT" should be typed out.

Bad BackgroundsLogo backgrounds should provide sufficient contrast in color so the logo is clearly visible.

"Decorating" the LogoDo not add drop shadows, outlines, boxes, and other design elements to the logo.

NESsTChanging the TypeDo not use other fonts, type styles,or sizes (branded or otherwise) for "NESsT."

NE TAltering the Logo MarkNever modify the mark illustration in any way.

• Primary and secondary palette

• RGB, CMYK, HEX, and Pantone

#3: Colors

COLORSBelow are colors used in your branded materials. Below are the values for your brand colors in Pantone, CMYK, RGB, and Hex.

NESsT BrownHEX: #4F4047

NESsT GreenHEX: #OOC789

NESsT BlueHEX: #4F7A9B

NESsT SageHEX: #898880

RGB: 79/64/71 RGB: 0/199/137 RGB: 79/122/155 RGB: 137/139/128CMYK: 20/80/74/57 CMYK:62/0/53/0 CMYK: 57/14/7/3 CMYK: 35/17/44/3PMS: 7631 U PMS: 3395 U PMS: 542 U PMS: 5773 U

NESsT BeigeHEX: #B781AE

NESsT Medium BlueHEX: #9DAD88

NESsT Light BeigeHEX: #ECE7E1

NESsT Light GreyHEX: #E7E7E7

RGB: 183/177/174 RGB: 157/173/184 RGB: 236/231/225 RGB: 231/231/231CMYK: 2/14/18/4 CMYK: 34/11/1/0 CMYK: 3/4/11/5 CMYK: 0/0/0/10PMS: 482 U PMS: 651 U PMS: 7527 U PMS: Warm Gray 3U

05

Dear placeholder text,

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut laboreet dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur?

Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur?

Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.

Sincerely,NESsT

nesst.org

• Primary and secondary palette

• RGB, CMYK, HEX, and Pantone

#4: Typography

Typogra phyThe NESsT brand mainly uses various weights of DIN, a strong sans serif that’s full of character. Helvetica Neue, a clean sans-serif, is supplied as a typeface for body text, but should never be used for any headlines. Font weights and color can be used to create a variety of styles. DIN and Helvetica Neue should be used whenever possible, but substi tutes for when these fonts aren't available are recommended below.

Din MediumSuggested Microsoft Alternatives:PT Sans

Suggested Web Alternative:PT Sans

Helvetica NeueLight Light Italic Regular Regular Italic MediumBold Bold Italic

Suggested Microsoft Alternatives:Helvetica (preferred) OR Arial

POSSIBLE TYPE TREATMENTS

The following treatments may be used as guides for creating typographic hierarchy using brand fonts and colors.

HeadlineDIN, Medium, sentence case, 30 pt, #OOC789

H EA DLI N E LEV E L 2DIN, Bold, uppercase, 12 pt, #4F4047

Headline Level 3DIN, Bold, sentence case, 12 pt, #OOC789

Intro text. Lorem ipsum dolor sit a met,

co nsectet ur adipiscing elit. Donec va rius f aucibus molestie.DIN, Regular, 14 pt, 20 pt line spacing, #4F4047

Serif body text. Lorem ipsum dolor sit amet, consectetur adipiscing

elit. Donec varius faucibus molestie.

Helvetica Neue, Regular, 10 pt, 14 pt line spacing, #4F4047

Caption, small text

Helvetica Neue, Regular, 9 pt, 12 pt line spacing, #4F4047

Website Booklet Template

• Speaks to your brand

• Original images (NOT stock!)

• High quality (300 dpi for print)

#5: Imagery

Pro Tip: The greater the dpi, the higher the resolution. When working with a photographer, make sure to get photos saved out at 300 dpi.

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Pro Tip: If hiring a photographer isn’t an option due to budget/time constraints, look to your local art school for budding photographers seeking to build out their portfolio!