Urban Upbound Naming & Visual Identity

BRAND IDENTITYGUIDELINES

Urban Upbound

tackling poverty, changing lives.

SECTION I

BRAND STRATEGY

brand identity guidelines

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


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.



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 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.


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.


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 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


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.

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.



Brand Strategy Culture

OUR PERSONALITY


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.


Brand Strategy Culture

URBAN UPBOUND IS:


> 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

SECTION II

CORE ELEMENTS



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.


Core Elements The Brandmark

The Brandmark Size & Relationship


Core Elements The Brandmark' Space

The Artwork-free Zone


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


Brand Strategy The Brandmark Lockups

Centered – Main Option Additional Options

Core Elements Colorways


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


Core Elements Color Palette


Core Elements Typography

Myriad Pro Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Myriad Pro Regular


Myriad Pro Semibold


Myriad Pro Bold


Myriad Pro Light Italic


Myriad Pro Italic


Myriad Pro Semibold Italic


Myriad Pro Bold Italic


Berthold Akzidenz Grotesk Bold Condensed


Berthold Akzidenz Grotesk Extra Bold Condensed


Berthold Akzidenz Grotesk Extra Bold Condensed Italic


Berthold Akzidenz Grotesk Extra Bold


Primary Typeface – Myriad Pro Family Secondary Typeface – Berthold Akzidenz Grotesk

SECTION III

IMAGE USAGE

Our new ”look” is bold, inclusive, resourceful, flexible and energetic.



Image Usage Introduction


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.


Image Usage Introduction


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…

SAMPLE

EDITORIAL

IMAGES

SAMPLE

EDITORIAL

IMAGES

SAMPLE

CONCEPTUAL

IMAGES

SECTION IV

BRAND ARCHITECTURE



Brand Architecture Services

SECTION V

STATIONERY



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


Stationery Letterhead (color)



Stationery Letterhead (grayscale)


Front

Back


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


Stationery Envelope (color)



Stationery Envelope (grayscale)



Stationery CD Label

SECTION VI

SPECIAL-USE ITEMS



Special-Use Items Cap


Special-Use Items T-shirt


Special-Use Items Vehicle


Special-Use Items Banner

Making public housing neighborhoods places

of opportunity, growth and economic mobility


718.784.0877www.urbanupbound.org


Special-Use Items Signage

Making public housing neighborhoods places

of opportunity, growth and economic mobility

prepared by

Design

Urban Upbound Naming & Visual Identity