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DC Abortion Fund

BRAND REFRESH

Brand Proposals

October 2022

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Option 1

Brand Keywords:

Friendly

Trustworthy

Energetic

Professional

Educated

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COLOR

The proposed color palette is soft, muted and warm with cooler colors as complimentary colors. These colors evoke emotions and feelings of warmth and comfort, but still communicate energy and confidence.

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Soft Black

HEX: #141e26

RGB: 20 . 30 . 38

CMYK: 83 . 71 . 58 . 71

PMS: 7547 C

Peach

HEX: #f29f8d

RGB: 242 . 159 . 141

CMYK: 0 . 34 . 42 . 5

PMS: 487 C

Dandelion

HEX: #f2ba4d

RGB: 242 . 186 . 77

CMYK: 0 . 23 . 68 . 5

PMS: 142 C

HERO COLORS

Hero Palette

These are the proposed hero colors. These are the core colors of the brand. These primary colors are incorporated into a company’s logo and are central to the brand identity.

Use these colors in any layout or collateral design. Use only soft black or pure white text on core colors as outlined on the right. Do not interchange the use of black and white text according to preference, as these color combinations are specifically approved for accessibility.

You may use Peach and Dandelion in highlight elements or to highlight one or two words in hero text.

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Brand Gradient

This is the proposed Brand gradient. The hero gradient is made from the hero palette colors. The Hero brand gradient is to be used in the logo when possible. Do not swap gradients or colors in the logo or icon.

Do not use gradients in text. Use Gradients sparingly and only when necessary.

Be cognizant when applying gradients that it does not overpower the asset with too much color and then it becomes the primary focus.

#f2ba4d

30° angle

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Pure White

HEX: #ffffff

RGB: 255 . 255 . 255

CMYK: 0 . 0 . 0 . 0

PMS: White

Secondary Palette

These are the proposed secondary colors. They are to be used as accent colors and sparingly in marketing materials. .

Do not use secondary colors for text.

Use only soft black or pure white text on core colors as outlined on the right. Do not interchange the use of black and white text according to preference, as these color combinations are specifically approved for accessibility.

Secondary colors can be used with our core colors, but this should be limited.

ROYAL

HEX: #7555AB

RGB: 117 . 85 . 171

CMYK: 32 . 50 . 0 . 33

PMS: 7669 C

Green Sheen

HEX: #60BFAE

RGB: 96 . 191 . 174

CMYK: 50 . 0 . 9 . 25

PMS: 7472 C

Flamingo

HEX: #F26363

RGB: 242 . 99 . 99

CMYK: 0 . 59 . 59 . 5

PMS: 178 C

Periwinkle

HEX: #94a2f2

RGB: 148 . 162 . 242

CMYK: 39 . 33 . 0 . 5

PMS: 7451 C

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HEX: #4A5FD9

HEX: #798BF2

HEX: #A7B2F2

HEX: #C2C9F2

HEX: #734B43

HEX: #B37568

HEX: #D98E7E

HEX: #FFA894

HEX: #384759

HEX: #1C242D

HEX: #606C7A

HEX: #EBEDEE

HEX: #C2953E

HEX: #DBAE57

HEX: #F5C871

HEX: #C2C9F2

HEX: #20403A

HEX: #408074

HEX: #53A697

HEX: #abd2ca

HEX: #634991

HEX: #49366B

HEX: #7D5CB8

HEX: #A97CF7

HEX: #732F2F

HEX: #B34949

HEX: #D95959

HEX: #F58282

Color Shades

These are the approved shades of the color palette. These colors are only to be used when absolutely necessary in illustrations, charts, or graphs. NEVER use these colors for text.

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Font

Our brand uses the Poppins family of fonts. This font family can �be downloaded at Google Fonts (note we do not use the Thin or Extra Light Italic font; if possible, avoid using italics altogether). If you encounter issues, Arial – commonly available on computers, can be used as replacement in PowerPoint.

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Brand Font

DCAF headlines are set in Poppins.

When using Poppins to create headings on embedded or printed collateral for DCAF, always typeset it with optical kerning, set the tracking to 0, and set in sentence case. Do not set in all caps or all lowercase.

When using Poppins to typeset headings on the web, set the letter spacing to -1px for smaller headlines and -2px for larger headlines.

Aa Bb Cc Dd Ee Ff

POPPINS

Gg Hh Ii Jj Kk Ll

Mm Nn Oo Pp Qq Rr

Ss Tt Uu Vv Ww Xx

Yy Zz

Thin

Extra LigHt

LigHt

Normal

Medium

Semibold

Bold

Extra Bold

Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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Usage + Hierarchy

Hierarchy of messaging is important to make sure we are communicating clearly and effectively. By using different weights, colors, and sizes of our brand fonts, we can create

clarity in our communication.

Hand drawn elements are also able to be used throughout the typography. Elements should be used only to highlight and should not take away emphasis from the logo or headline.

Scalable hierarchy Examples

H1

2x Bold

Sentence Case

Soft Black

Option: Emphasis Color

Headline Goes Here

Subheader Goes Here

H2

Semibold

Sentence Case

Soft Black

CATEGORY INFO

H5

0.6x Semibold

All Caps

Dandelion

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

PARAGRAPH

0.6x Light

Sentence Case

#1C242D

1.15 Line Height

Section Header

H3

0.8x Normal

Sentence case

Soft Black

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Other Info

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

LINK

Bold + Underline

Dandelion

H4

0.65x Bold

Sentence case

384759

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Hand Drawn

In-TExt Elements

Simple drawings can be used to add a friendly character to content. The rendering style of this identity element relates to, and visually integrates, the hand-lettered style of typography in our logo.

The drawings can help to highlight information or as accents in layout. It is important to keep these design elements as minimal as possible, such as one or two hand-drawn elements per “surface”.

Choose from hand drawn elements library from the right, or it may be possible to create your own based upon content.

EXAMPLES

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Logo

The logo is created from a custom hand drawn font. The logotype itself should only ever be soft black or white, depending on legibility on the background. The color of the icon should always remain as is, unless a one-color option is needed for print or web. There are several iterations of the logo, however whenever possible, use the Hero logo.

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1.1 HERO LOGO, Full color

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1.2 HERO LOGO, KO

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1.3 Stacked Logo

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1.4 Abbreviated logo

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1.5 Icon

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Logo In-use

Paired with Brand font

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Logo In-use

Paired with Brand font

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Logo In-use

On Merch

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Option 2

Brand Keywords:

Destigmatizing

Resilient

Welcoming

Human

Bold

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COLOR

The proposed color palette is soft and inviting. It features similar colors as Option 1; however, the usage is different. In this brand we rely on color to create mood or aura. The approach is much softer and fluid and aims to create a safe space. These colors and the way we use them communicate confidence and trustworthiness.

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Blueberry

HEX : #5c7dec

RGB: 92 . 125 . 236

CMYK: 61 . 47 . 0 . 8

PMS: 2718 C

HERO COLORS

Hero Palette

These are the proposed hero colors. These are the core colors of the brand. These primary colors are incorporated into a company’s logo and are central to the brand identity.

Use these colors in any layout or collateral design. Use only soft black or pure white text on core colors as outlined on the right. Do not interchange the use of black and white text according to preference, as these color combinations are specifically approved for accessibility.

Licorice

HEX: #0D151B

RGB: 13 . 21 . 27

CMYK: 52 . 22 . 0 . 89

PMS: Black 6 C

Alabaster

HEX: #f2eae4

RGB: 242, 234, 228

CMYK: 0 . 3 . 6 . 5

PMS: 663 C

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Secondary Palette

These are the proposed secondary colors. They are to be used as accent colors and sparingly in graphs, illustrations, or presentations.

Do not use secondary colors for text.

Use only soft black or pure white text on core colors as outlined on the right. Do not interchange the use of black and white text according to preference, as these color combinations are specifically approved for accessibility.

Dandelion

HEX: #f2ba4d

RGB: 242 . 186 . 77

CMYK: 0 . 23 . 68 . 5

PMS: 142 C

Lavender

HEX: #9E7DC3

RGB: 158 . 125 . 195

CMYK: 19 . 36 . 0 . 24

PMS: 2577 C

Botanic

HEX: #8ebfad

RGB: 142 . 191 . 173

CMYK: 26 . 0 . 9 . 25

PMS: 558 C

Peach

HEX: #f29f8d

RGB: 242 . 159 . 141

CMYK: 0 . 34 . 42 . 5

PMS: 487 C

Dandelion

HEX: #f2ba4d

RGB: 242 . 186 . 77

CMYK: 0 . 23 . 68 . 5

PMS: 142 C

Flamingo

HEX: #F26363

RGB: 242 . 99 . 99

CMYK: 0 . 59 . 59 . 5

PMS: 178 C

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Brand Gradient

This is the main Brand gradient. They have been created using a measured mix of the brand colors.

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Brand Gradient Texture + Shape

Shapes and washes over Alabaster or blueberry can be made with the brand gradient to create movement and texture within collateral.

Do not use gradient in copy. Use Gradients sparingly in designed assets and only when necessary. Be mindful of legibility over gradients and do not layer the icon gradient over a background gradient. Choose a one color option of the logo if necessary.

Be cognizant when applying gradients that it does not overpower the content with too much color. Utilizing negative space is imperative to this brand.

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Font

Our brand uses the Poppins family of fonts. This font family can �be downloaded at Google Fonts (note we do not use the Thin or Extra Light Italic font; if possible, avoid using italics altogether). If you encounter issues, Arial – commonly available on computers, can be used as replacement in PowerPoint.

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Brand Font

DCAF headlines are set in Poppins.

When using Poppins to create headings on embedded or printed collateral for DCAF, always typeset it with optical kerning, set the tracking to 0, and set in sentence case. Do not set in all caps or all lowercase.

When using Poppins to typeset headings on the web, set the letter spacing to -1px for smaller headlines and -2px for larger headlines.

Aa Bb Cc Dd Ee Ff

POPPINS

Gg Hh Ii Jj Kk Ll

Mm Nn Oo Pp Qq Rr

Ss Tt Uu Vv Ww Xx

Yy Zz

Thin

Extra LigHt

LigHt

Normal

Medium

Semibold

Bold

Extra Bold

Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

cgkelly.com

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Usage + Hierarchy

Hierarchy of messaging is important to make sure we are communicating clearly and effectively. By using different weights, colors, and sizes of our brand fonts, we can create

clarity in our communication.

*** For this option, we will not use hand-drawn elements in-text and instead move in the direction of graphic headlines made from the font of the logotype.

See in-use examples for mock ups.

Scalable hierarchy Examples

H1

2x Bold

Sentence Case

Licorice

Headline Goes Here

Subheader Goes Here

H2

Semibold

Sentence Case

Licorice

CATEGORY INFO

H5

0.6x Semibold

All Caps

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

PARAGRAPH

0.6x Light

Sentence Case

#1C242D

1.15 Line Height

Section Header

H3

0.85x Normal

Sentence case

Licorice

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Other Info

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

LINK

Semibold

Blueberry

H4

0.65x Bold

Sentence case

#606c7a

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Logo

The logo is created from a custom hand drawn font. The logotype itself should only ever be soft black or white, depending on legibility on the background. The color of the icon should always remain as is, unless a one-color option is needed over gradient for legibility. There are several iterations of the logo, however whenever possible, use the Hero logo.

The custom font would serve as a graphic on its own. I would create a letter and symbol library that you could pull from to create your own messages as well as creating several pre-designed phrases/words to use.

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2.1 HERO LOGO, Full color

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2.2 HERO LOGO, KO

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2.3 Horizontal Logo

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2.4 Abbreviated logo

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2.5 Icon

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In-use

Paired with Brand font

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Logo In-use

On Merch

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Thank you

BRAND REFRESH

Brand Proposals

October 2022