Style Guide
WWW.YOURCRESCENDO.COM
COPYRIGHT @ 2021. ALL RIGHTS RESERVED
Our mission is to empower leaders to pursue purpose in their business and careers.
Table Of Contents
Design Principles
About The Brand About Us
Brand Elements
28
6
15
Covers
Brand Colors
29
16
Pages
Typography
30
Brand Logo Primary Logo
17
Social Media : Text Posts
Photography
31 32
8
18
Social Media : Photo Posts
Iconography
9
19 20 21
Logo In Color
Lines
Social Media : Echoes
10
Echoes
Identity System
11
Logo On Backgrounds
Voice
Closing Approval
12
Clear Space
34
13
Visual Executions Stationery
Logo Misuse
35
23
Contacts
24
Presentations
25
Brochures
26
Social Media
3
4
PURPOSEFUL.
INSPIRING.
MOVING.
5
About Us Your Crescendo is your growth. Your increase in volume. Your peak. We find it highly appropriate to carry the name of what we are committed to. Your Crescendo. We are a professional services firm focused on empowering purpose and impact for individuals, teams and organizations who dare to aspire for purposeful work beyond just being OK. Our services range from coaching for individuals to strategic planning and consulting for businesses. Much of our work happens in our VisionSpace in the Atlanta (Midtown), Georgia. We invite you to join us and our clients in bringing about purpose and impact in our businesses, communities and world.
6
Brand Logo
Primary Logo The primary logo represents the overall Your Crescendo brand. As the most visible and recognizable symbol of the brand, it allows us to present our identity consistently across all communications and media. The logo is made up of 2 parts, it has a traditional look with modern typography and a unique icon.
THE WORD MARK IS THE TYPEFACE GOTHAM AND SHOULD BE APPLIED AS SPECIFIED IN THE GUIDELINES AND NOT ALTERED IN ANYWAY.
MINIMUM SIZING
The minimum size of the logo digital & print applications is 1.75 ( 168 px ) inches wide.
1.75 INCH
8
Brand Logo
Logo In Color
Each brand logo has several color variations for use on different background types, tones, and colors. When in doubt, use the most legible version and color of the logo for the available background. For printed executions, special care should be given to ensure logo legibility on the final media or material used. Purposeful Purple is our primary color. The full color logo should be used on light or complementary color backgrounds. If color is not an option for technical reasons, or if the brand colors do not provide enough contrast with other visual elements, use the black and white logo variations. DO NOT USE ANY COLOR THAT IS NOT SPECIFICALLY DETAILED IN THIS GUIDE. COLOR BREAKDOWNS ARE FOUND ON PAGE 18 OF THIS DOCUMENT.
9
Brand Logo
Identity System The primary logo represents the overall Our primary logo is too wide to fit in some small spaces. We have provided different logo compositions that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different version for maximum visual impact and clarity. Our identity system is designed for flexibility, consistency, and brand recognition. Use the following guidelines to select the best version.
AVOID USING THE ICON ONLY LOGO EXCEPT FOR A FEW NOTABLE EXCEPTIONS SUCH AS SOME SOCIAL MEDIA PROFIE PICTURES AND THE WEBSITE FAVICON.
PRIMARY LOGO
10
Brand Logo
Logo on Backgrounds
Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the logo’s presence is weakened. The logo may be placed on photographs with or without a filter. As long as there is enough contrast for the visible logo.
11
Brand Logo
Clear Space
Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the details on the page and ensures legibility, even at small sizes.
The more clear space around the logo, the better visibility it has.
At a minimum, there should be clear space equal to the Your Crescendo logo’s height, above and below it. The sides should be equalivalent to the word “ Your “ shown on this page. Apply this to all versions of the logo.
MINIMUM SIZING
As the logo scales in size, this unit of measurement will scale with it
1 X
12
Brand Logo
Logo Misuse
DO NOT CHANGE THE LOGO COLOR OUTSIDE OF THE APPROVED PALETTE.
DO NOT APPLY A GRADIENT OR PATTERN FILL TO THE LOGO.
DO NOT OUTLINE THE LOGO.
This page illustrates how not to use the Your Crescendo logo. These examples represent some of the most common errors but do not necessarily constitute an exhaustive list. To maintain a consistent appearance and presentation of the Your Crescendo logo, follow the guidelines outlined in this document.
DO NOT ADD A DROP SHADOW OR ANY OTHER EFFECT TO THE LOGO.
DO NOT CROP OR CUT OFF THE LOGO.
DO NOT CHANGE THE TYPEFACE OR RECREATE THE WORD MARK.
DO NOT CHANGE THE LAYOUT OF THE LOGO
DO NOT ROTATE THE PRIMARY OR ICON VERSIONS LOGO.
DO NOT STRETCH, DISTORT, OR WARP THE LOGO IN ANY WAY.
13
Brand Logo
Brand Elements
Brand Colors
Hex : #72378a RGB : 114 55 138 CMYK : 67 94 8 1
YC - Purple
Hex : #DE6626 RGB : 21 83 87 CMYK : 9 73 100 1
YC - Orange
The Your Crescendo brand should be primarily represented by the color palette shown on the right. This color chart includes CMYK, RGB, Hex values, and Pantone swatch codes for the Your Crescendo color palette. Take care to ensure accurate color reproduction is applied to every reproduction. For print applications, use CMYK or Pantone values. For web/screen applications, use RGB or Hex values.
Hex : #3A804E RGB : 90 80 70 CMYK : 57 57 64 37
YC - Brown
Hex : #FFFFFF RGB : 255 255 255 CMYK : 0 0 0 0
YC - White
Hex : #49763A RGB : 73 118 58 CMYK : 74 32 97 19
YC - Green
Hex : #D4D6D9 RGB : 212 214 217 CMYK : 16 11 10 0
YC - Gray
OUR BRAND SHOULD NOT BE REPRESENTED BY ANY COLOR THAT IS NOT SPECIFIED HERE.
Hex : #4D5259 RGB : 77 82 89 CMYK : 69 58 51 31
Hex : #19396D RGB : 25 57 109 CMYK : 100 87 30 17
YC - Blue
YC - Dark Gray
Hex : #00000 RGB : 0 0 0 CMYK : 75 68 67 90
YC - Black
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Brand Elements
Few things communicate the Your Crescendo brand’s look and feel more clearly than typography: the way letters, numbers, and symbols are put together. For headlines, subheadings, body copy and meta-related texts, we use the modernist utilitarian typeface called Usual. Typically, these are set in the heavier weights and all caps, with normal spacing between the letters. ANY TYPEFACE NOT REFERENCED IN THIS SECTION WILL BE CONSIDERED UNAUTHORIZED FOR USE. Typography A The weights listed here are what we typically use most, but feel free to use any appropriate font-weight. Do not use Usual in italic form. Usual Light
Usual Bold
SUBHEADINGS aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz
a
AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ
0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Usual Regular
BODY TEXT aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz
HEADLINES aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz
AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ
0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ
0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Usual Medium
CAPTIONS
aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz
AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ
0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
16
Brand Elements
Photography
Your Crescendo brand photography’s overall tone should be casual, dynamic ,full of life, and warm. When capturing people, live events, conferences and scenes of people working through their forte we pursue vibrant, saturated imagery that communicates our client dedication to pursuing their purpose. We keep colors true-to-subject and tend to brighten the highlights to increase contrast. When taking photos of people, avoid posed photos. Subjects should be captured candidly, while engaged in activity related to finding your forte.
USE THE EXAMPLES ON THIS PAGE AS INSPIRATION.
17
Brand Elements
Iconography
The iconography that we use are solid.
Solid icons, are icons that are partially colored and partially outlined. This type icon is the most legible , when it comes to communicating the capabilities of Your Crescendo, in an easy digestible manner. Icons that are not solid should not appear in any documentation, media, collateral, or presentations created for Your Crescendo. Unless authorized to do so by the appropiate party.
USE THE EXAMPLES ON THIS PAGE AS INSPIRATION.
18
Brand Elements
Lines
2pt
1pt
Lines are an essential element in our minimalistic visual identity.
The visual aesthetic needs to keep the stroke of the line solid. The stroke weight should also never exceed more than 2pt. Avoid using dotted and any other type of line unless explicitly asked to do so. Your Crescendo has one custom visual element, The Path To Purpose . It is the combination of five solid lines, tracing upward and meeting at a singular point. The Path To Purpose is typically applied to the very bottom of media, oftentimes with the logo.
0.5pt
THE PATH TO PURPOSE
19
Brand Elements
Echoes
Your Crescendo has a very unique way of sharing our work with our clients called Echoes . Echoes are used to visually express the process of finding your forte ( our flagship offering ). Echoes are composed of two images that reflect each other. A client photo is selected of them engaged in our offering. Then a black-white photo with a person playing music is chosen to reflect the client’s image. After the images are placed vertically side by side. The path to purpose is added along with the logo to the bottom of those images. Thus creating an Echo.
USE THE EXAMPLES ON THIS PAGE AS INSPIRATION.
20
Brand Elements
The four factors of your choice
Voice
Serious
The Your Crescendo brand personality is Earnest.
Weight language appropriately to match the seriousness of your subject matter. Cultivate a reflective, sincere dialogue with your audience. Engage them with information and education rather than fantasy or entertainment.
We build rapport with conversational phrases and excitement about your topic while remaining on-brand with our messaging. Don’t worry, we don’t need to get all four of these tones into all of our content. Each one will be useful somewhere, and should be applied
Focus on developing a fun and intimate relationship with your audience. Use colloquialisms and contractions liberally to make your content conversational and accessible. Casual
Demonstrate that you admire and respect your subject matter and audience. Treat both with an appropriate level of dignity and deference. Strive for tactful, neutral messaging that avoids strong language. Respectful
Let your zeal for your subject matter show openly. Don’t shy away from taking a personal point of view and convincing others to share it. Enthusiastic
21
Brand Elements
Visual Executions
22
Stationery
Our stationery has a vibrant color, with a minimalistic design.
We have included examples of stationery design on the page.
23
Visual Executions
Presentations
Often times we are presenting big ideas and processes to large teams.
We have one presentation template that matches the brands colors, with multiple layouts for ease of use.
24
Visual Executions
Brochures
Our brochures include traditional page layouts, engaging covers, with high-quality photography both inside and out. The examples provided should be used as inspiration for the production of future brochures.
25
Visual Executions
Social Media
The importance of social media in the modern day can not be overlooked. Your Crescendo’s presence on social media should be client first, business second. We want to use our platform to share our client’s experiences, their stories and how they discovered their purpose through our offering. On this page, you will find some examples of how we present ourselves on social media on this page. SOCIAL MEDIA POSTS SHOULD FOLLOW OUR DESIGN PRINCPLES WHICH CAN BE FOUND IN THE NEXT SECTION.
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Visual Executions
Design Principles
27
Cover Layout
Photo Background
The photo background should alwasy be one featuring clients engaged with our services.
Overlay
Covers are the first thing anyone sees when you present a document to them and it set the general tone for the contents hidden within. With that being said it’s important we make a good, consistent impression on the viewer. Following the guidlines illustrated on this page will allow us to met that expectation every time.
The color overlay should have a maximum opacity of 75% and adhere to the color guide provided on this page.
Font
Font on the cover should be Usual Light and never exceed 200pt.
Visual Elements
OUR COVER COLORS
The Path To Purpose should appear right before a white block.
Each cover of ours uses a different color for different services we offer.
Business Info
Purple : Finding Your Forte Blue : Placement On Purpose
The logo and website should be prominitely displayed at the bottom of the page.
Green : High Performing Teams on Purpose Brown : Strategic Articualtion on Purpose Orange : Branding on Purpose
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Design Principles
Page Layout
When designing a page, you should follow the guidelines written and illustrated on this page.
Headlines : Usual - Light ; 60px+
Subheadings : Usual - Bold ; 48px+
Captions : Usual - Medium ; 12px+
Body Text : Usual - Regular ; 18px
Minimum Font Size : 14px
Text should be left aligned. Copy should be centered on the page. The Path To Purpose should be at the very bottom of the page. The page background should be a vertical gradient present.
29
Design Principles
The text layout for social media post should adhere to the following guidelines: Social Media : Text Layout
Brand Typeface : Usual
Maximum Font Size: 72pt
Minimum Font Size: 32pt
USE THE EXAMPLES ON THIS PAGE AS INSPIRATION. TEMPLATES CAN BE FOUND IN THE GOOGLE DRIVE.
30
Design Principles
The photo layout for social media post should adhere to the following guidelines: High Quality Images Avoid using blurry, unfocused or low quality images . Candid Snapshots Avoid posed photos, natural living photography is the best reflection of the brand. Don’t Crowd Proceed with caution when creating a layout with multiple pictures. Every photo should be visible and not require squinting to view. Social Media : Photo Layout
A carousel is great alternative to a multiple image layout.
Branding It’s not a necessity to brand every single image shared, but a signficant amount of images should bear the logo or a visual element that connects it to Your Crescendo .
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Design Principles
Echoes on social media should adhere to the same principles as photo post. Echoes must feature The Path To Purpose at the bottom of the post connecting the two photos together. Social Media : Echoes
32
Design Principles
Approval
Approval
All Your Crescendo executions must follow the guidelines listed within this document. An authorized representative must approve anything outside of these guidelines.
If you are a vendor, we require electronic or physical proof before any item is printed, published, or otherwise executed. Questions prevent mishaps: If you have a question about the use of our brand materials or a brand execution, do not hesitate to ask!
Approvals may be submitted directly to Reggie Hammond.
34
Approval
Contacts
Person Of Contact Reggie Hammond
Address 270 17th Street NW Suite 4008 Atlanta, GA 30363
Phone 1-877-630-9888
Email info@yourcrescendo.com
35
Approval
WWW.YOURCRESCENDO.COM
COPYRIGHT @ 2021. ALL RIGHTS RESERVED
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