official brand manual
visual guidelines
SeriousFun Children’s Network / Visual Guidelines
content Our brand story / 03 An insight into our new brand
Stationery examples / 27 Expressive, formal
Our logo / 05 Primary, additional lockups, clearspace, sizing, tagline and smile, logo do nots, file naming, usage in text, usage chart
Collateral examples / 30 Brochure, PowerPoint, t-shirt, website, joint ventures
Design elements / 15 Color, type look and feel, how to use, do's and do nots
Photo usage / 19 Style and approach, before and after
Key contacts / 36 Questions
2
SeriousFun Children’s Network / Visual Guidelines
our brand story 3
SeriousFun Children’s Network / Visual Guidelines
once upon a time, Paul Newman had an idea: Imagine if children with serious illnesses got the chance to simply be children. Just to have fun—to feel the water of a shimmering pool, or shoot an arrow and see where it lands. To catch irelies in the summer twilight, or keep the counselors up all night in their bunks with the giggling. The idea was pretty simple, really. After all, kids are kids wherever they are and whatever their experience. That’s why, in 1988, Paul Newman started a camp, a place where children with serious illnesses could, in his words, “raise a little hell.” But like a lot of simple things, this idea of taking fun seriously had unexpected power. Things we take for granted turned out to foster resiliency, to help these kids and their families ind new reserves of strength. Weaving new
connections to each other also wove their lives into the fabric of the wider world. In the campers’ own words, they felt “safe and free.” The experience was “what I live for.” Campers didn’t just camp. They took a journey from life threatening to life changing. The idea, once local, quickly took on a life of its own, inspiring independent action from a host of other believers—and the SeriousFun Children’s Network was born. Paul Newman might not have seen it coming, but here it was: a parade of big-hearted, caring adults taking his idea global. They created programs from California to Africa, pushing the airming force of fun beyond the expected outcomes, one kid at a time. And the everwidening circle of children might not have known that there was a methodology
behind the madness taking root, through non-competition, challenge by choice, and inbuilt time for relection through cabin chats. Fun? Yes. Serious? Indeed. The SeriousFun Children’s Network has served over 350,000 children and families since its inception, and its independently managed camps and partner programs reach 30,000 children with serious illnesses a year worldwide. Because after all, kids are kids wherever they are. And at our core one thing remains the same, even as we grow across the globe and learn more about the power of play: All kids deserve a chance to ditch their cares and bask in their joy. And a world of good can come of being messily, noisily— simply—kids.
4
SeriousFun Children’s Network / Visual Guidelines
our logo 5
SeriousFun Children’s Network / Visual Guidelines
Primary lockup
Primary lockup (special use)
primary
Logo usage Our brand has several different logo variations. The primary logo contains the founder line. The full color version should be used in most situations. The solid black and solid white versions are reserved for special use only. Using SeriousFun in text In text, always write SeriousFun as one word with a capital “S” and “F”. Never place an umlaut over the “u” to simulate the smiley face and never use the logo in text.
6
SeriousFun Children’s Network / Visual Guidelines
Other logos We have created several logo lockups, each with a specific purpose. The full color version should be used in most situations. Black and white are reserved for special cases only. We have also provided alternate lockups for the “camp” and “member” logos. You may use the founder line versions when necessary.
additional lockups
7
SeriousFun Children’s Network / Visual Guidelines
Measurement The clearspace around the logo is measured by using the height of the “n” in “fun.” This spacing should always be observed around the logos in order to prevent them from being crowded by other elements.
clearspace
8
SeriousFun Children’s Network / Visual Guidelines
Print
1 inch
1 inch
1 inch
1 inch
1 inch
1 inch
1 inch
Minimum size In order to maintain legibility, the logos should never go below a 1-inch width for print, or a 150 pixel width for on-screen applications.
1 inch
On-screen
150 pixels
150 pixels
150 pixels
150 pixels
sizing
150 pixels
150 pixels
150 pixels
150 pixels
9
SeriousFun Children’s Network / Visual Guidelines
Clearspace
Usage The smile and tagline are separate graphic elements and should never be locked up with each other or with any of the SeriousFun logos. They should also never be used on their own without the presence of a SeriousFun logo elsewhere on the page.
Minimum size – print
Clearspace The clearspace around the smile is measured by using the height of the eye. The clearspace around the tagline is measured by using the height of the “e” in “worldwide.” This spacing should always be observed in order to prevent these elements from becoming too crowded.
0.125 inches
1 inch
Minimum size – on-screen
15 pixels
150 pixels
tagline and smile
Sizing The minimum size of the smile is 0.125-inches wide for print, 15 pixels for on-screen. The minimum print size of the tagline is 1-inch wide, 150 pixels on-screen. These measurements must be observed in order to maintain legibility.
10
SeriousFun Children’s Network / Visual Guidelines
Do not stretch or distort
Do not crop
Do not use an image inside the logo
Do not change the colors
Do not place over photos or colors
Do not lockup with smile or tagline
logo do nots
11
SeriousFun Children’s Network / Visual Guidelines
Brand: SeriousFun
Naming system To make it easy to choose and identify our available logo artwork files, all files use the naming conventions shown here. This nomenclature indicates the version, color space, and file format of the artwork. Never rename logo artwork files.
Color Format: 2cs: 2-color spot 4cp: 4-color process 1cp: 1-color process pos: positive rev: reversed white blk: black rgb: rgb
sf_fnd_4cp_pos.eps Qualifier: fnd: founder line dscrp: descriptor team: team mem: member camp: camp tag: tagline smile:smile
File Format: eps: eps psd: psd jpg: jpeg png: png
file naming
12
SeriousFun Children’s Network / Visual Guidelines
Assets
Stationery
Brochure
Poster
Website
T-shirt
PSA
Camp (U.S.)
Camp (Non-U.S.)
†
Preferred logo. If sizing requires, you may use the plain SeriousFun logo without the founder line. Use the provided “camp” and “member” founder line lockups when necessary. * For use by Jordan River Village only. ‡
logo usage chart
13
SeriousFun Children’s Network / Visual Guidelines
design elements 14
SeriousFun Children’s Network / Visual Guidelines
SeriousFun Light Blue Pantone 299C CMYK: 86/8/0/0 RGB: 0/157/220 Hex: 009DDC SeriousFun Dark Blue Pantone 300C CMYK: 100/42/0/0 RGB: 0/100/185 Hex: 0064B9 Black (text only) CMYK: 100/0/0/0 RGB: 255/255/255 Hex: 000000
colors
15
SeriousFun Children’s Network / Visual Guidelines
Print: large headlines
Web
Futura Maxi Bold
Arial Regular
aBcdeFghijklMnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
AbcdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
Print: body copy
Arial Regular
Akkurat Light
AbcdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Print: headlines and subheads
Akkurat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
type: look and feel
16
SeriousFun Children’s Network / Visual Guidelines
Futura Maxi Bold Large headlines set in Futura Maxi Bold should be a combination of SeriousFun Light and Dark Blue. This can give emphasis to a key point in the headline. Top headlines should be set in all lowercase to match our logo.
Akkurat Light This should be used for all body copy in printed pieces.
Akkurat Bold In order to establish a hierarchy, the bold version can be used for headlines and subheadings, or to call attention to special words.
type: how to use
17
SeriousFun Children’s Network / Visual Guidelines
In text, always write SeriousFun as one word with a capital “S” and “F”. Body copy in stationery should always be black, while the body copy in collateral can be SeriousFun Dark Blue or black. Headlines and subheads using Akkurat Fett should always be in SeriousFun Dark Blue. Never place an umlaut over the “u” to simulate the smiley face, eg. SerioüsFun. Never use the logo in text. Never use fonts that are not included in this visual system.
type: do's and do nots
18
SeriousFun Children’s Network / Visual Guidelines
photo usage 19
SeriousFun Children’s Network / Visual Guidelines
Photo style We use close-up photos that show the subject in the moment. Photos can be cropped with a rectangle or circle. Approach to photography We want to show our campers in action or play with equipment and props that suggest activity. Feelings of community and camaraderie should be emphasized along with moments of achievement. Illness takes a back seat, so we’re careful not to focus primarily on wheelchairs or hair loss.
style
20
SeriousFun Children’s Network / Visual Guidelines
before/after
21
SeriousFun Children’s Network / Visual Guidelines
before/after
22
SeriousFun Children’s Network / Visual Guidelines
before/after
23
SeriousFun Children’s Network / Visual Guidelines
annual report 2013
before/after
24
SeriousFun Children’s Network / Visual Guidelines
before/after
25
SeriousFun Children’s Network / Visual Guidelines
before/after
26
SeriousFun Children’s Network / Visual Guidelines
stationery examples 27
SeriousFun Children’s Network / Visual Guidelines
expressive
28
SeriousFun Children’s Network / Visual Guidelines
formal
29
SeriousFun Children’s Network / Visual Guidelines
collateral examples 30
SeriousFun Children’s Network / Visual Guidelines
brochure
31
SeriousFun Children’s Network / Visual Guidelines
powerpoint
32
SeriousFun Children’s Network / Visual Guidelines
t-shirt
33
SeriousFun Children’s Network / Visual Guidelines
website
34
SeriousFun Children’s Network / Visual Guidelines
member camps
35
SeriousFun Children’s Network / Visual Guidelines
content Our brand story / 03 An insight into our new brand
Stationery examples / 27 Expressive, formal
Our logo / 05 Primary, additional lockups, clearspace, sizing, tagline and smile, logo do nots, file naming, usage in text, usage chart
Collateral examples / 30 Brochure, PowerPoint, t-shirt, website, joint ventures
Design elements / 15 Color, type look and feel, how to use, do's and do nots
Photo usage / 19 Style and approach, before and after
Key contacts / 36 Questions
2
SeriousFun Children’s Network / Visual Guidelines
our brand story 3
SeriousFun Children’s Network / Visual Guidelines
once upon a time, Paul Newman had an idea: Imagine if children with serious illnesses got the chance to simply be children. Just to have fun—to feel the water of a shimmering pool, or shoot an arrow and see where it lands. To catch irelies in the summer twilight, or keep the counselors up all night in their bunks with the giggling. The idea was pretty simple, really. After all, kids are kids wherever they are and whatever their experience. That’s why, in 1988, Paul Newman started a camp, a place where children with serious illnesses could, in his words, “raise a little hell.” But like a lot of simple things, this idea of taking fun seriously had unexpected power. Things we take for granted turned out to foster resiliency, to help these kids and their families ind new reserves of strength. Weaving new
connections to each other also wove their lives into the fabric of the wider world. In the campers’ own words, they felt “safe and free.” The experience was “what I live for.” Campers didn’t just camp. They took a journey from life threatening to life changing. The idea, once local, quickly took on a life of its own, inspiring independent action from a host of other believers—and the SeriousFun Children’s Network was born. Paul Newman might not have seen it coming, but here it was: a parade of big-hearted, caring adults taking his idea global. They created programs from California to Africa, pushing the airming force of fun beyond the expected outcomes, one kid at a time. And the everwidening circle of children might not have known that there was a methodology
behind the madness taking root, through non-competition, challenge by choice, and inbuilt time for relection through cabin chats. Fun? Yes. Serious? Indeed. The SeriousFun Children’s Network has served over 350,000 children and families since its inception, and its independently managed camps and partner programs reach 30,000 children with serious illnesses a year worldwide. Because after all, kids are kids wherever they are. And at our core one thing remains the same, even as we grow across the globe and learn more about the power of play: All kids deserve a chance to ditch their cares and bask in their joy. And a world of good can come of being messily, noisily— simply—kids.
4
SeriousFun Children’s Network / Visual Guidelines
our logo 5
SeriousFun Children’s Network / Visual Guidelines
Primary lockup
Primary lockup (special use)
primary
Logo usage Our brand has several different logo variations. The primary logo contains the founder line. The full color version should be used in most situations. The solid black and solid white versions are reserved for special use only. Using SeriousFun in text In text, always write SeriousFun as one word with a capital “S” and “F”. Never place an umlaut over the “u” to simulate the smiley face and never use the logo in text.
6
SeriousFun Children’s Network / Visual Guidelines
Other logos We have created several logo lockups, each with a specific purpose. The full color version should be used in most situations. Black and white are reserved for special cases only. We have also provided alternate lockups for the “camp” and “member” logos. You may use the founder line versions when necessary.
additional lockups
7
SeriousFun Children’s Network / Visual Guidelines
Measurement The clearspace around the logo is measured by using the height of the “n” in “fun.” This spacing should always be observed around the logos in order to prevent them from being crowded by other elements.
clearspace
8
SeriousFun Children’s Network / Visual Guidelines
1 inch
1 inch
1 inch
1 inch
1 inch
1 inch
1 inch
Minimum size In order to maintain legibility, the logos should never go below a 1-inch width for print, or a 150 pixel width for on-screen applications.
1 inch
On-screen
150 pixels
150 pixels
150 pixels
150 pixels
sizing
150 pixels
150 pixels
150 pixels
150 pixels
9
SeriousFun Children’s Network / Visual Guidelines
Clearspace
Usage The smile and tagline are separate graphic elements and should never be locked up with each other or with any of the SeriousFun logos. They should also never be used on their own without the presence of a SeriousFun logo elsewhere on the page.
Minimum size – print
Clearspace The clearspace around the smile is measured by using the height of the eye. The clearspace around the tagline is measured by using the height of the “e” in “worldwide.” This spacing should always be observed in order to prevent these elements from becoming too crowded.
0.125 inches
1 inch
Minimum size – on-screen
15 pixels
150 pixels
tagline and smile
Sizing The minimum size of the smile is 0.125-inches wide for print, 15 pixels for on-screen. The minimum print size of the tagline is 1-inch wide, 150 pixels on-screen. These measurements must be observed in order to maintain legibility.
10
SeriousFun Children’s Network / Visual Guidelines
Do not stretch or distort
Do not crop
Do not use an image inside the logo
Do not change the colors
Do not place over photos or colors
Do not lockup with smile or tagline
logo do nots
11
SeriousFun Children’s Network / Visual Guidelines
Brand: SeriousFun
Naming system To make it easy to choose and identify our available logo artwork files, all files use the naming conventions shown here. This nomenclature indicates the version, color space, and file format of the artwork. Never rename logo artwork files.
Color Format: 2cs: 2-color spot 4cp: 4-color process 1cp: 1-color process pos: positive rev: reversed white blk: black rgb: rgb
sf_fnd_4cp_pos.eps Qualifier: fnd: founder line dscrp: descriptor team: team mem: member camp: camp tag: tagline smile:smile
File Format: eps: eps psd: psd jpg: jpeg png: png
file naming
12
SeriousFun Children’s Network / Visual Guidelines
Assets
Stationery
Brochure
Poster
Website
T-shirt
PSA
Camp (U.S.)
Camp (Non-U.S.)
†
Preferred logo. If sizing requires, you may use the plain SeriousFun logo without the founder line. Use the provided “camp” and “member” founder line lockups when necessary. * For use by Jordan River Village only. ‡
logo usage chart
13
SeriousFun Children’s Network / Visual Guidelines
design elements 14
SeriousFun Children’s Network / Visual Guidelines
SeriousFun Light Blue Pantone 299C CMYK: 86/8/0/0 RGB: 0/157/220 Hex: 009DDC SeriousFun Dark Blue Pantone 300C CMYK: 100/42/0/0 RGB: 0/100/185 Hex: 0064B9 Black (text only) CMYK: 100/0/0/0 RGB: 255/255/255 Hex: 000000
colors
15
SeriousFun Children’s Network / Visual Guidelines
Print: large headlines
Web
Futura Maxi Bold
Arial Regular
aBcdeFghijklMnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
AbcdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
Print: body copy
Arial Regular
Akkurat Light
AbcdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Print: headlines and subheads
Akkurat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
type: look and feel
16
SeriousFun Children’s Network / Visual Guidelines
Futura Maxi Bold Large headlines set in Futura Maxi Bold should be a combination of SeriousFun Light and Dark Blue. This can give emphasis to a key point in the headline. Top headlines should be set in all lowercase to match our logo.
Akkurat Light This should be used for all body copy in printed pieces.
Akkurat Bold In order to establish a hierarchy, the bold version can be used for headlines and subheadings, or to call attention to special words.
type: how to use
17
SeriousFun Children’s Network / Visual Guidelines
In text, always write SeriousFun as one word with a capital “S” and “F”. Body copy in stationery should always be black, while the body copy in collateral can be SeriousFun Dark Blue or black. Headlines and subheads using Akkurat Fett should always be in SeriousFun Dark Blue. Never place an umlaut over the “u” to simulate the smiley face, eg. SerioüsFun. Never use the logo in text. Never use fonts that are not included in this visual system.
type: do's and do nots
18
SeriousFun Children’s Network / Visual Guidelines
photo usage 19
SeriousFun Children’s Network / Visual Guidelines
Photo style We use close-up photos that show the subject in the moment. Photos can be cropped with a rectangle or circle. Approach to photography We want to show our campers in action or play with equipment and props that suggest activity. Feelings of community and camaraderie should be emphasized along with moments of achievement. Illness takes a back seat, so we’re careful not to focus primarily on wheelchairs or hair loss.
style
20
SeriousFun Children’s Network / Visual Guidelines
before/after
21
SeriousFun Children’s Network / Visual Guidelines
before/after
22
SeriousFun Children’s Network / Visual Guidelines
before/after
23
SeriousFun Children’s Network / Visual Guidelines
annual report 2013
before/after
24
SeriousFun Children’s Network / Visual Guidelines
before/after
25
SeriousFun Children’s Network / Visual Guidelines
before/after
26
SeriousFun Children’s Network / Visual Guidelines
stationery examples 27
SeriousFun Children’s Network / Visual Guidelines
expressive
28
SeriousFun Children’s Network / Visual Guidelines
formal
29
SeriousFun Children’s Network / Visual Guidelines
collateral examples 30
SeriousFun Children’s Network / Visual Guidelines
brochure
31
SeriousFun Children’s Network / Visual Guidelines
powerpoint
32
SeriousFun Children’s Network / Visual Guidelines
t-shirt
33
SeriousFun Children’s Network / Visual Guidelines
website
34
SeriousFun Children’s Network / Visual Guidelines
member camps
35
