propel women
PROPEL WOMEN
BRANDING MANUAL
MISSION STATEMENT For generations women have navigated the nuances of being a woman in leadership without a roadmap, finding their way through trial and error. While there
PURPOSE & POTENIAL
are many books, resources, and leadership networks aimed at strengthening leaders, few address the distinctive role of women in leadership, and fewer still address the calling of women in the marketplace. While our culture is changing, and professionally women are holding positions of leadership, many women still wrestle with identifying themselves as leaders or feeling empowered to operate within their full leadership potential. Gaps in leadership training have forced women to compartmentalize their lives, separating work, church, and home. Propel exists to help create an interconnected life in Christ, who affirms and acknowledges every woman’s gifts, passions, and leadership potential for the glory of the Kingdom. “The Lord announces the Word and the women who proclaim it are a mighty throng.” Psalm 68:11. This “mighty throng” of women is already within the marketplace. Our desire is to empower women to lead more effectively and to see themselves as an intricate part of God’s plan in all spheres of life.
SIMPLE DESIGN ELEMENTS
LOGOS, FONTS, COLORS. Propel’s coporate design is based on just a few obligatory design elements. Not only does the interplay of the logo, color, fonts and images define the characteristic presentation of Propel as a brand; the way these features are applied is of equal importance.
PROPEL WOMEN ABC ABC ABC Proxima Nova (TT) BOLD
ABC Bonjour Regular
Proxima Nova (TT) THIN
ABC Luna Regular
Georgia Regular
ABC belta bold
Imagery:
Self-Confident Commited Forward Moving Driven By a Spirit Of Partnership
PRIMARY
LOGO X
The Propel logo is a very important asset of the brand. It is also the visual expression of our brand, and as such must be values and used to accordance with these guidelines. This example shows the isolation zones positioning the logo. The “X” height proportionally changes according to the size of the logo but it is always determined by the width of the ‘P’.
PROPEL WOMEN X
X
SECONDARY
LOGO
X
forums like our Instagram and Facebook pages.
X
Secondary logo has similar requirements as the primary logo. The “X” height proportionally changes according to thr size of the logo but it is always determined by the width of the ‘P’ within the circle. This seconadry logo is primarily used for sociail media
PROPEL WOMEN COLOUR SCHEME Do not use other colours besides black or white for the primary logo.
OMEN W L E P PRO UNUSUAL ANGLE Do not use the Propel logo other than horizontally positioned on the page.
PROPEL WOMEN DROP SHADOW Do not use drop shadows when reproducing the Propel logo.
PROPEL WOMEN CROPPING The Propel logo should never be cropped.
COLOUR SCHEME Do not use other colours besides black or white for the primary logo.
CROPPING The Propel logo should never be cropped.
PROPEL WOMEN DISPROPORTIONATELY SCALED The Propel logo should never be stretched disproportionaltely.
UNUSUAL ANGLE Do not use the Propel logo other than horizontally positioned on the page.
DISPROPORTIONATELY SCALED The Propel logo should never be stretched disproportionaltely.
PROPEL WOMEN SHADES & TRANSPARENCY Do not use tints, shades or transparency when reproducing the Propel logo.
DROP SHADOW Do not use drop shadows when reproducing the Propel logo.
SHADES & TRANSPARENCY Do not use tints, shades or transparency when reproducing the Propel logo.
Imagery:
Engaging Vibrant Movement Forward Thinking Diversity
Headline Font Proxima Nova Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Copy Font Proxima Nova Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body Copy Font Georgia Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Accent Font Bonjour Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Accent Font Luna Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Headline/Accent Font Belta Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
FONTS The primary typeface fo rthe Propel identitiy system is Proxima Nova, light and bold. It is to be used in all communications, print and digital. The leading and kerning should be tight enough to pervent white holes from appearing in the text copy. The same applies to the line space. There should not be white holes in the text due to space between words.
abcdefghijklmnopqrstuvwxyz
TYPOGRAPHY LAYOUT : 1
LAYOUT
TYPOGRAPHY PLACEMENT Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communiaction appears consistent. Type should never appear below 5pt. There is no maxium limit to type size.
Title
Subtitle
Body
EQUIPPING Leading in any sphere of life. PROPEL exists to give a voice to the need and concerns of women who lead, helping women internalize a leadership identity and develop a sense of God given purpose.
Imagery:
Radiant Leading Unashamed Driven By a Spirit Of God
PRIMARY
WHITE
BLACK
COLORS This chart provides reference and values for the colors in the Propel colour palette. Black remains the dominant colour for corporate and business to business material. Any of the from the palette can be used for other service related material. A particular colour should not come to represent a single related material, but should be used to best fit the style, audience and tone. To achieve consistent color reproduction across different mediums and materials, the chart includes Pantone references, CMYK and RGB values.
CMKY: 0/0/0/0 RGB: 255/255/255
CMKY: 0/0/0/100 RGB: 0/0/0
GREY
LIGHT GREY
CMKY: 0/0/0/84 RGB: 64/66/65
CMKY: 0/0/0/33 RGB: 172/174/174
ACENT
LIGHT GREY
YELLOW
COLORS This chart provides reference and values for the colors in the Propel colour palette. Black remains the dominant colour for corporate and business to business material. Any of the from the palette can be used for other service related material. A particular colour should not come to represent a single related material, but should be used to best fit the style, audience and tone. To achieve consistent color reproduction across different mediums and materials, the chart includes Pantone references, CMYK and RGB values.
CMKY: 0/0/0/33 RGB: 172/174/174
CMKY: 20/36/78/1 RGB: 129/154/84
GREEN
BLUE
CMKY: 59/33/73/0 RGB: 113/138/96
CMKY: 79/33/41/28 RGB: 38/98/100
STYLED
PHOTOGRAPHY Photos should document the Propel experience in an authentic way that allows the user to identify with the subject matter. When using more than one photo on the same page a mix of imagery can be used. Consideration should be paid to pairing images whose juxtaposition tells a bigger story. The photography system contains a mix of atmospheres and details.
BRANDING MANUAL
MISSION STATEMENT For generations women have navigated the nuances of being a woman in leadership without a roadmap, finding their way through trial and error. While there
PURPOSE & POTENIAL
are many books, resources, and leadership networks aimed at strengthening leaders, few address the distinctive role of women in leadership, and fewer still address the calling of women in the marketplace. While our culture is changing, and professionally women are holding positions of leadership, many women still wrestle with identifying themselves as leaders or feeling empowered to operate within their full leadership potential. Gaps in leadership training have forced women to compartmentalize their lives, separating work, church, and home. Propel exists to help create an interconnected life in Christ, who affirms and acknowledges every woman’s gifts, passions, and leadership potential for the glory of the Kingdom. “The Lord announces the Word and the women who proclaim it are a mighty throng.” Psalm 68:11. This “mighty throng” of women is already within the marketplace. Our desire is to empower women to lead more effectively and to see themselves as an intricate part of God’s plan in all spheres of life.
SIMPLE DESIGN ELEMENTS
LOGOS, FONTS, COLORS. Propel’s coporate design is based on just a few obligatory design elements. Not only does the interplay of the logo, color, fonts and images define the characteristic presentation of Propel as a brand; the way these features are applied is of equal importance.
PROPEL WOMEN ABC ABC ABC Proxima Nova (TT) BOLD
ABC Bonjour Regular
Proxima Nova (TT) THIN
ABC Luna Regular
Georgia Regular
ABC belta bold
Imagery:
Self-Confident Commited Forward Moving Driven By a Spirit Of Partnership
PRIMARY
LOGO X
The Propel logo is a very important asset of the brand. It is also the visual expression of our brand, and as such must be values and used to accordance with these guidelines. This example shows the isolation zones positioning the logo. The “X” height proportionally changes according to the size of the logo but it is always determined by the width of the ‘P’.
PROPEL WOMEN X
X
SECONDARY
LOGO
X
forums like our Instagram and Facebook pages.
X
Secondary logo has similar requirements as the primary logo. The “X” height proportionally changes according to thr size of the logo but it is always determined by the width of the ‘P’ within the circle. This seconadry logo is primarily used for sociail media
PROPEL WOMEN COLOUR SCHEME Do not use other colours besides black or white for the primary logo.
OMEN W L E P PRO UNUSUAL ANGLE Do not use the Propel logo other than horizontally positioned on the page.
PROPEL WOMEN DROP SHADOW Do not use drop shadows when reproducing the Propel logo.
PROPEL WOMEN CROPPING The Propel logo should never be cropped.
COLOUR SCHEME Do not use other colours besides black or white for the primary logo.
CROPPING The Propel logo should never be cropped.
PROPEL WOMEN DISPROPORTIONATELY SCALED The Propel logo should never be stretched disproportionaltely.
UNUSUAL ANGLE Do not use the Propel logo other than horizontally positioned on the page.
DISPROPORTIONATELY SCALED The Propel logo should never be stretched disproportionaltely.
PROPEL WOMEN SHADES & TRANSPARENCY Do not use tints, shades or transparency when reproducing the Propel logo.
DROP SHADOW Do not use drop shadows when reproducing the Propel logo.
SHADES & TRANSPARENCY Do not use tints, shades or transparency when reproducing the Propel logo.
Imagery:
Engaging Vibrant Movement Forward Thinking Diversity
Headline Font Proxima Nova Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Copy Font Proxima Nova Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body Copy Font Georgia Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Accent Font Bonjour Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Headline/Accent Font Luna Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Headline/Accent Font Belta Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
FONTS The primary typeface fo rthe Propel identitiy system is Proxima Nova, light and bold. It is to be used in all communications, print and digital. The leading and kerning should be tight enough to pervent white holes from appearing in the text copy. The same applies to the line space. There should not be white holes in the text due to space between words.
abcdefghijklmnopqrstuvwxyz
TYPOGRAPHY LAYOUT : 1
LAYOUT
TYPOGRAPHY PLACEMENT Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communiaction appears consistent. Type should never appear below 5pt. There is no maxium limit to type size.
Title
Subtitle
Body
EQUIPPING Leading in any sphere of life. PROPEL exists to give a voice to the need and concerns of women who lead, helping women internalize a leadership identity and develop a sense of God given purpose.
Imagery:
Radiant Leading Unashamed Driven By a Spirit Of God
PRIMARY
WHITE
BLACK
COLORS This chart provides reference and values for the colors in the Propel colour palette. Black remains the dominant colour for corporate and business to business material. Any of the from the palette can be used for other service related material. A particular colour should not come to represent a single related material, but should be used to best fit the style, audience and tone. To achieve consistent color reproduction across different mediums and materials, the chart includes Pantone references, CMYK and RGB values.
CMKY: 0/0/0/0 RGB: 255/255/255
CMKY: 0/0/0/100 RGB: 0/0/0
GREY
LIGHT GREY
CMKY: 0/0/0/84 RGB: 64/66/65
CMKY: 0/0/0/33 RGB: 172/174/174
ACENT
LIGHT GREY
YELLOW
COLORS This chart provides reference and values for the colors in the Propel colour palette. Black remains the dominant colour for corporate and business to business material. Any of the from the palette can be used for other service related material. A particular colour should not come to represent a single related material, but should be used to best fit the style, audience and tone. To achieve consistent color reproduction across different mediums and materials, the chart includes Pantone references, CMYK and RGB values.
CMKY: 0/0/0/33 RGB: 172/174/174
CMKY: 20/36/78/1 RGB: 129/154/84
GREEN
BLUE
CMKY: 59/33/73/0 RGB: 113/138/96
CMKY: 79/33/41/28 RGB: 38/98/100
STYLED
PHOTOGRAPHY Photos should document the Propel experience in an authentic way that allows the user to identify with the subject matter. When using more than one photo on the same page a mix of imagery can be used. Consideration should be paid to pairing images whose juxtaposition tells a bigger story. The photography system contains a mix of atmospheres and details.
