Brand Identity
Guidelines
JANUARY 2019
Our name
ParentChild+ Brand Identity Guidelines 5
Our name
We are
As you’ve already guessed, our name
has changed to ParentChild+. We’ve
removed the space between “parent”
ParentChild+
and “child” because our program helps
bring families together.
When we speak or write about our
organization, we should always use Our full name should always be used when speaking or writing about our
our full name and never shorten it. organization. Don’t use spaces in the name.
Don’t use spaces.
ParentChild+ Brand Identity Guidelines 6
Our logo
ParentChild+ Brand Identity Guidelines 22
Logo
ParentChild+ brings joy and possibility
to people’s lives.
This supportive and optimistic spirit
inspired our new logo — rounded letter
forms and soft corners are approachable
and friendly, and bright colors inspire
playful energy.
Logo + tagline
To help build awareness around our cause
and to reinforce our role as agents of
social change, use the logo and tagline
lockup, as seen here.
ParentChild+ Brand Identity Guidelines 23
Logo dimensions
Clear Space
To enhance the legibility and impact of
the ParentChild+ logo, be sure to keep
a reasonable distance from other
trademarks, competing text, graphic
devices or images on the page.
Always allow a minimum of clear space on
all sides of the logo equal to the height of
the “e” as shown here.
Minimum Size
Make sure the logo is a size that is legible
and retains impact. The width of the
1.5 inches
logo should not be less than 1.5 inches
whenever possible. If the logo is placed
on items such as pens, USB drives, etc.,
which may require a smaller logo, please
make sure that our name is clear and can
be easily read.
ParentChild+ Brand Identity Guidelines 24
Logo color variations
Our logo is bold, friendly and
welcoming. Always choose these
logo variations depending on where
the logo will be placed, making sure
it connects with its environment.
Please note: The ParentChild+ logo
should never be placed in a holding
shape, but can be placed on fields
of color, as shown here. It can also
be placed over photography, as
long as the background does not
impact legibility (see page 27 for
more details).
ParentChild+ Brand Identity Guidelines 25
Logos: Black and white
For black and white logo
applications, use a single color
black or single color white logo file.
Please note: The ParentChild+
logo should never be placed in a
holding shape, but can be placed on
fields of color, as shown here. It can
also be placed over photography,
as long as the background does not
impact legibility.
ParentChild+ Brand Identity Guidelines 26
Logo usage: Photography
Our logo will often need to be placed A.
on images depicting the work we do.
Use the following guidance when
deciding which logo version to use:
A. On lighter backgrounds, use the full
color logo to ensure contrast and add
a pop of color.
B.
B. On darker images, use the knocked
out (white logo) so that the full logo
is legibile.
C. For images that are placed on fields
of color, choose the most appropriate
logo variation so that all logo C.
elements are legible.
For guidance on choosing appropriate
imagery, refer to pages 34 - 37.
ParentChild+ Brand Identity Guidelines 27
Logo usage: Co-branding
Co-branding helps illustrate our PRIMARY BILLING
unique relationship with partners.
We should advocate for the use of Horizontal co-brand Partner Logo
our logo as often as possible with
our partners and funders.
Vertical co-Brand
These schematics serve as guidance
for logo usage with partners.
Partner Logo
• Primary Billing: If the ParentChild+
is well established in a certain
market and is perceived as
delivering the primary benefit of the
SECONDARY BILLING
partnership, the co-brand should
begin with the ParentChild+ logo. Horizontal co-brand Partner Logo
• Secondary Billing: If the partner
organization is well established in a
certain market and is perceived as Vertical co-Brand Partner Logo
delivering the primary benefit of the
partnership, the co-brand should
begin with their logo.
ParentChild+ Brand Identity Guidelines 28
Incorrect logo usage
To maintain the integrity of our
logo, and to ensure the consistency
of our brand, it is important to
use the logo as described within
this document.
The examples shown here illustrate
Do not stretch the logo. Do not rearrange the logo.
possible misuses the logo that
should be avoided.
Do not outline the logo. Do not rotate the logo.
Do not use non-approved color variations. Do not add a drop shadow to the logo.
ParentChild+ Brand Identity Guidelines 29
Color and
typography
ParentChild+ Brand Identity Guidelines 30
Color palettes
Coated stocks Uncoated stocks
Our primary color palette is both PRIMARY
calming and welcoming, consisting
PMS: 2955 C PMS: 2955 U
of a deep blue and teal. These colors CMYK: 100/60/10/53 CMYK: 99/38/6/43
should be used most often in our RGB: 0/56/101
communications. HEX: 003865
PMS: 3268 C PMS: 3268 U
Our secondary color palette consists CMYK: 86/0/53/0 CMYK: 60/0/41/0
of a bright yellow and vibrant pink, RGB: 0/171/142
illustrating energy and playfullness. HEX: 00ab8e
Use these colors in a supporting SECONDARY
role and for a pop of color when PMS: 7549 C PMS: 7549 U
designing—a little goes a long way! CMYK: 0/22/100/2 CMYK: 0/22/100/0
RGB: 255/181/0
Our tertiary palette is made up of a HEX: ffb500
rich gray and can be used for type and PMS: 1925 C PMS: 1925 U
tinted for backgrounds. CMYK: 0/97/50/0 CMYK: 0/90/54/0
RGB: 224/0/77
These color breakdowns should HEX: e0004d
be used when designing for TERTIARY
print (Pantone, CMYK) or screen PMS: 424 C PMS: 425 U
(RGB, HEX). Make sure to use the CMYK: 30/20/19/56 CMYK: 25/18/15/51
appropriate breakdowns for coated RGB: 112/115/114
and uncoated stocks. HEX: 707372
ParentChild+ Brand Identity Guidelines 31
Typography: Primary
Montserrat is a free, open-source Google font Montserrat Black
Montserrat
that comes in many weights.
AaBbCc123
Montserrat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Montserrat Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Montserrat Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ParentChild+ Brand Identity Guidelines 32
Typography: Microsoft applications
Arial should be used for applications Arial Black
Arial
and instances when Montserrat is
not available or practical—such as in
AaBbCc123
Microsoft applications or in emails.
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ParentChild+ Brand Identity Guidelines 33
Thank you!
Thank you for being the plus and ensuring
that children have equal possibilities from the start.
If you have any questions about these guidelines, please reach
out to Courtney Inman at:
[email protected] ParentChild+ Brand Identity Guidelines 46
