BRAND GUIDELINES

BOLD
Showing an intent to take risks; confident and courageous.

Inspiring
Stimulating or exalting to the spirit; influential or impelling.

Supportive
Providing encouragement or emotional help.

Youthful
Fresh, vigorous, or active; in the early stage of the cycle.

Identity

BRAND ATTRIBUTES

These brand attributes are informed by the brand strategy work performed in 2010 by BBMG. The attributes define the personality, as well as the voice behind the brand of Echoing Green.

Circular

The logo is made of circles, communicating wholeness and unity.

Ecosystem

The overlapping circles represent the entire Echoing Green community: Fellows and alumn, staff and allies, and donors and peer organizations.

Transparency

Transparency of the circles signals transparency as an organization; we are very clear and bold in communication, while transparent about all of our processes.

Outside the box

In its application, the outer circles of the logo extend beyond the page or borders, as demonstrated here. This is a visual representation that Echoing Green cannot be contained and pushes boundaries.

LOGO
Identity

Flexibility
The configuration of the three circles in the logo is not fixed, but is intentionally flexible and should be constantly altered. This shift communicates Echoing Greens role as a a catalyst for change. It is also an illustration of a place where ideas and individuals come together in new and unexpected ways to solve the worlds biggest problems.

Endless possibilities
The overlapping circles in multiple iterations indicate movement and motion. The relationship between these circles can be described as an ecosystem of resources, ideas, and constituents whose whole is more than the sum of its parts.

In motion
When used in motion based applications, the circles within the logo are animated to orbit around the dominant green circle.

FLEXIBILITY
Identity

Light Overlap

Light Aqua Aqua

Aqua & Kelly Overlap

Color
There are three primary colors within the logo, but as they merge and overlap, new colors are created. The resulting seven colors, plus an additional bold Echoing Green Blue and custom Grey, make up the brands color palette. Note that the logo is never to be set in grayscale. In instances where grayscale is required, use the wordmark (see page 7).

Light Kelly

Echoing Green Green

Kelly

ECHOING GREEN GREEN

CMYK 51, 0, 86, 0 RGB 111, 179, 71 HTML #6fb347 PMS 368

ECHOING GREEN BLUE

CMYK 100, 15, 4, 24 RGB 0, 103, 149 HTML #006795 PMS 3015

AQUA

LIGHT AQUA

KELLY

LIGHT KELLY

AQUA & KELLY OVERLAP

LIGHT OVERLAP

ECHOING GREEN GREY

CMYK 25, 18, 15, 51 RGB 110, 114, 119 HTML # 6e7277 PMS 425

CMYK 95, 0, 15, 0 RGB 0, 175, 213 PMS 312

CMYK 65, 0, 10, 0 RGB 52, 195, 224 PMS 311

CMYK 80, 0, 75, 0 RGB 0, 178, 116 PMS 7482

CMYK 50, 0, 50, 0 RGB 130, 202, 156 PMS 7479

CMYK 100, 0, 45, 0 RGB 0, 169, 165 PMS 3272

CMYK 70, 0, 35, 0 RGB 45, 189, 182 PMS 3265

Primary colors

Extended palette

Text color

Identity

COLOR PALETTE

History
During the rebrand in 2011, the identity system was updated in order to better communicate the values of the organization. The updated logo was designed to reference the proportions of the prior visual, indicating that Echoing Green is proud to continue building upon its history.

Wordmark
The Echoing Green wordmark exists as a distinct visual asset within the identity system. The customized lower case lettering signals the approachability and creativity of the Echoing Green brand.

EVOLUTION
Identity

Secondary logo
The Echoing Green wordmark can be used as a stand-alone element when there is quite a bit of visual information already present. Also, to be treated this way when but not logo applied over a colored background, photograph, or an image. When a single color application of the visual brand identity is necessary. i.e. Branded collateral such as pens water bottles, flash drives, etc.

Identity

WORDMARK

Display: Titling Gothic FB Medium Compressed Display: Titling Gothic FB Regular Condensed
Body: Titling Gothic FB Regular Normal Body: Titling Gothic FB Regular Light

Titling gothic FB
The headline typeface has been selected to be bold, and clearly legible. It is also set as condensed in order to be modern. In essence, we have something to say and we want to say it loud and clear. Compressed versions should only be used for headlines and our tagline, and when used, it should be all caps.

Lengthy text: Sentinel Light Lengthy text: Sentinel Book Lengthy text: Sentinel Medium Lengthy text: Sentinel Semibold

Sentinel
Body copy type is set in Sentinel, which is a modern slab serif with several weight variations. It has a large font family, which makes it very adaptive to diverse hierarchy and treatment applications, and conveys a youthful and modern look and feel.

ECHOING GREEN GREY

CMYK 25, 18, 15, 51 RGB 110, 114, 119 HTML # 6e7277 PMS 425

Grey
Type is never to be set in black. By setting this as one of our key rules we communicate approachability and non-conventional thinking.

TYPOGRAPHY
Identity

Bold
The tagline communicates our core values, and is meant to inspire others and drive change.

Double read
As the tagline is made up of two parts, it has a double read quality to it. Read one-way it states: Think big, be bold, drive change, but by reading only the right half it states: Big bold change and both of those statements are very true to us as an organization.

ECHOING GREEN BLUE

CMYK 100, 15, 4, 24 RGB 0, 103, 149 HTML #006795 PMS 3015

Color
The tagline is exclusively set in Echoing Green Blue, Echoing Green Grey, or black.

Identity

TAGLINE

Dotted Line
Movement of ideas, and the many possibly paths towards purpose and solutions, are integral parts of the Echoing Green brand. Playful visual elements introduce this sense of direction into visual designs. Round dotted lines indicate constant movement, running off or between pages at times.

Identity

GRAPHIC ELEMENTS

Icons
Echoing Greens bold icons are used to clearly communicate a message while conveying a sense of playfulness and approachability. Icons are always set in single color with rounded corners.

Identity

ICONS

Photography:
Echoing Greens photography is bold and content-rich. Portrait and action-photography featuring human subjects showcase the subjects personality. Photography is intimate, personal, and where possible, closely cropped to the subjects face. We look for direct interaction with the camera in order to engage the viewer, and locations that represent our Fellows work and Echoing Greens activities.

Black and white

Black and white photographs are treated with a high contrast filter in order to communicate boldness of Echoing Green. The color overlay in blue or green unifies diverse imagery under the Echoing Green brand.

Identity

PHOTOGRAPHY

Grayscale

Solid color

Cropped without a bleed

Wrong color

Single line

THE DONTS
Identity

Alignment
The logo is designed to be aligned right or left, but not centered.

THE DONTS
Identity

Over photos
The full-color logo should not be used over busy photos. The white version of the wordmark is acceptable in this situation.

THE DONTS
Identity

echoinggreen.org

echoinggreen.org

POSTCARDS
Application

echoinggreen.org

Folded postcards
For notifications, these postcards are used as a branded message within themselves. Once the card is folded, the tagline is broken up, which makes it playful and clever. An alternative version solution has been developed for instances when the message requires a horizontal format.

Packets
These are designated for printed material to be distributed in. The logo is blown up in the middle of the composition, which communicates an insight into the organization. Folders are made to be graphically bold, hence these are frequently distributed at events, and need to be recognized from afar.

POSTCARDS
Application

BRAND EXTENSIONS FOR DISCRETE CAMPAIGNS

The Echoing Green brand guidelines can be used to provide properly branded content for Echoing Greens programs and events. The following example demonstrates the work done to date for Echoing Greens Twenty-fifth Anniversary campaign, including fundraising materials and the 2013 Big Bold Benefit.

Supportive
Providing encouragement or emotional help. Echoing Greens entire ecosystem is called upon to offer support, financially and personally.

Inspiring
Stimulating or exalting to the spirit; influential or impelling. The finalists, supporters, and staff are meant to be inspired and motivated by the event.

BOLD
Showing an ability to take risks; confident and courageous. Donors and supporters are shown the tranformative work of our Fellow organizations.

BRAND ATTRIBUTES
Identity

The Twenty-fifth Anniversary campaign references several of Echoing Greens key attributes, and exists as an extension of the organizations brand.

The campaign-specific visual treatment is inspired by the Echoing Green logo, and communicates that the Twenty-fifth Anniversary fundraising campaign is a microcosm of the Echoing Green brand. As the primary audience of the campaign is already acquainted with the Echoing Green brand, this depiction metaphorically invites these supporters in for a closer look.

The wordmark for the Twenty Five Years fundraising campaign is mostly used as a standalone graphic element: big, bold, and extending beyond the boundaries.

Wordmark
Identity

The campaign includes a lockup with the Echoing Green wordmark in a relationship that communicates that the Twenty-fifth Anniversary fundraising campaign is the product of Echoing Green. The brand architecture keeps Echoing Green as the primary brand and the campaign secondary.

TWENTY-FIVE YEARS PIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARS PIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARS PIONEERING SOCIAL CHANGE

TWENTY-FIVE YEARS PIONEERING SOCIAL CHANGE

CMYK 51, 0, 86, 0 RGB 111, 179, 71 PMS 368

CMYK 100, 15, 4, 24 RGB 0, 103, 149 PMS 3015

CUSTOM LOGO CROP

Identity

WORDMARK LOCK-UP

Typographic treatment
This typographic treatment is incorporated throughout the visual program of the Twenty Five Years fundraising campaign.

Logo crop
This campaign specific visual treatment is incorporated throughout the visual program. In this instance it is applied to the pages of the annual report.

ANNUAL REPORT
Application

Application

Benefit INVITATION / THANK YOU NOTE

Bold and simple, the podium graphic is made big in order to be seen from afar.

Application

Presentation PODIUM

Background treatment
For utility applications, the backgrounds are kept solid and simple in order to clearly communicate way-finding directions.

TWENTY-FIVE YEARS PIONEERING SOCIAL CHANGE

Background treatment
The backgrounds for the posters are all different in order to give the event a sense of spontaneity, boldness and playfulness.

Application

Event SIGNAGE

Suzana
Moreira

Finalist nametag First name

TitlingGothicFB Comp - Medium - 70 Pt - EG Blue

Last name
TitlingGothicFB Comp - Medium - 44 Pt - EG Blue

Title
TitlingGothicFB Comp - Medium - 20 Pt - EG Green

Conversation starter
TitlingGothicFB Cond - Regular - 20 Pt - EG Green

Dimensions
4 x 3 inches

Daniyil

Staff nametag First name

TitlingGothicFB Comp - Medium - 70 Pt - EG Blue

Onufrishyn

Last name
TitlingGothicFB Comp - Medium - 44 Pt - EG Blue

Title
TitlingGothicFB Comp - Medium - 20 Pt - EG Green

Dimensions
4 x 3 inches

NAMETAGS
Application

Side #1

Side #2

*Double sided

Identity application
The identity is applied this way due to the fact that the brand of Echoing Green cannot be contained.

Dimensions
4.5 x 2.5 inches

TABLE SIGNS + ESCORT CARDS

Application

Projection
The backdrop logo animation projected on the main presentation screen subtly gives the room a feeling of ambiance. The slow animation loops seamlessly.

Application

LOGO ANIMATION

Animation
This animation was created to introduce videos created for and at the Big Bold Benefit. The quick, bold animation shows the building process for the campaign-specific wordmark and its relationship to the Echoing Green logo.

Presentation

VIDEO INTRO ANIMATION

Treatment
Lower thirds are bold and loud, but also incorporate transparency in reference to Echoing Green brand. They are designed in single color for simplicity and legibility.

Presentation

CELEBRITY INTERSTITIALS LOWER THIRDS

Call to action

Message

Presentation

TEXT-TO-PLEDGE slides

Presentation

TEXT-TO-PLEDGE SLIDES

Theme
These slides follow the visual theme of circles and introduce the color overlay photo treatment into the visual system.

Identity application

List of Fellow organizations

Transition
Implemented image transition from the circle, into the full bleed color overlay treatment to the background image.

Program SLIDES
Presentation

Presentation

Program SLIDES

Typography
Consistent typographic treatment creates cohesion throughout the presentation.

Photo treatment
This presentation utilizes the colorized photo treatment to communicate boldness, and because it lends itself well to typographic overlays to emphasize content without being distracting.

Grid setup
All of the year-by-year slides follow a simple grid, which sets up a consistent visual system.

Image treatment
High contrast with the Echoing Green blue color overlay.

Year of the images

Presentation

TIMELINE SLIDES

TIMELINE SLIDES
Presentation

TIMELINE SLIDES
Presentation

AT THE EVENT

Examples of the brand extension in action.

SUB-BRANDS FOR INDIVIDUAL PROGRAMS

The Echoing Green brand guidelines can be used to provide properly branded content for Echoing Greens programs and events. The following example demonstrates the work done to date for Echoing Greens Work on Purpose program, including workshop materials and promotional items.

Inspiring
Stimulating or exalting to the spirit; to influential or impelling. Through this program we want to inspire others to do good and be the best they can be.

Supportive
Providing encouragement or emotional help. This is attribute is particularly relevant as we offer support for personal development.

Youthful
Fresh, vigorous, or active. The core tenets of Work on Purpose are geared toward a millenial generation.

BRAND ATTRIBUTES

The Work on Purpose program references some of the Echoing Green key attributes and stands as an extension of the organization.

Relationship

The wordmark establishes a brand architecture between a program name and the standard use of A PROGRAM OF ECHOING GREEN.

Alignment

The wordmarks alignment rules are set so that certain characters jut out unexpectedly.

Color
RGB: 0, 178, 116 CMYK: 80, 0, 75, 0 PMS: 7482

WORDMARK
Identity

The use of color within this identity references the overarching brand of Echoing Green. Kelly Green is pulled out from Echoing Greens brand color palette to be the dominant color for this program. Work on Purpose will become synonymous with this color in the brand. (As other sub-brands are assigned other colors from the palette, it will become clear that the organization is a sum of its programs.)

Echoing Green lens

When appropriate, photography is displayed in a way that conveys that it is being seen from the lens of echoing green. This application is to be done only with black and white images placed behind the large circle.

Identity

PHOTOGRAPHY

Curriculum cover
Updated: May 22, 2013

The cover for the curriculum features an image from one of the workshops superimposed upon the original identity of Echoing Green, which is within itself a metaphor that the program has been born of the overall values of the original brand. Also, it demonstrates how a workshop is seen from the lens of Echoing Green.

CURRICULUM

COVER

Application: Curriculum

CHAPTER HEADER

TitlingGothicFB Comp - Medium - 24 Pt (All Caps) / EG Green Beginning of the chapter is signified by this graphic treatment. The lines above and below the typography are meant to signify the beginning and completion of the workshop.

(Header)

Section Break

TitlingGothicFB Comp - Medium - 24 Pt (All Caps) / EG Green TitlingGothicFB Cond - Regular - 14 Pt (Sentence Case) / EG Green Every section of the curriculum is broken down by the time version of the workshop. The timer is a fast way of communicating the length of the workshop version.

Section Break

TitlingGothicFB Comp - Medium - 14 Pt (Title Case) / White on EG Aqua

TYPE TREATMENT
Application Curriculum

Sample Subhead Articulation of the Idea Body copy of the curriculum is to be set in Sentinel and follow the general color guidelines of the original Echoing Green brand. All of the quotes and citations are italicized in order to make them stand out as compared to the rest of the body copy. Talking points within the curriculum start with a custom bullet point, and are also indented. www.LinksAreTreatedLikeThis.org

Sentinel - Bold - 11 Pt (Title Case) / EG Green Sentinel - Bold - 11 Pt (Title Case) / EG Gray Sentinel - Book - 11 Pt (Sentence Case) / EG Gray

Sentinel - Book Italic - 11 Pt (Sentence Case) / EG Gray

Sentinel - Book - 11 Pt (Sentence Case) / EG Gray Arrows are used as bullet points within these indented talking point bulleted lists. Sentinel - Book - 11 Pt (Sentence Case) / EG Gray In order to differentiate the links from regular body copy, they are set in color, having that EG colors are blue and green, we chose green because links set in blue is an over-used treatment, and we dare to be different TitlingGothicFB Cond - Regular - 11 Pt (Sentence Case) / EG Aqua Footnote are set in a smaller type-size in order not to pull attention to themselves, but are set in color in order to be noticeable. TitlingGothicFB Cond - Regular - 9 Pt (Sentence Case) / EG Gray

Footnotes are treated like this.

## | Sample Folio

TYPE TREATMENT
Application Curriculum

Folio
Right aligned to the edge of the margin. Signifies the current chapter.

Chapter header

Section break
Makes it easier to navigate through different steps of each workshop.

Dotted line
The dotted line is used as a visual reference to the identity system. In some instances it is used to break up information. The line moves in different directions and adds liveliness and motion to the page.

INTRO PAGE SETUP

Application Curriculum

Segment
This treatment is made to communicate the segment of the curriculum that you are currently viewing.

Timer icon
The stopwatch icon indicates the length of time designated for each exercise.

CHAPTER PAGE SETUP

Application Curriculum

Footnote
Aligned with the text that they are referencing.

Grid
The grid of the document is broken down into a three column structure, the first two columns are designated for body text, while the third column is made specifically for call-out, and note taking during the workshops.

BODY PAGE SETUP

Application Curriculum

Wordmark
Right aligned to the edge of the arrow.

Activity
TitlingGothicFB Comp - Medium - 24 Pt

Dotted line
The dotted line indicates the fill-in space.

Nametags

Application Curriculum

Wordmark
Right aligned to the edge of the arrow.

Activity
Sentinel - Medium Italic - 32 Pt

Dotted line

3 Pt dotted line is used as a visual divider. The arrow on the end of the line adds a sense of direction and references the lines used within the body of the curriculum.

Fill-in space
Indicated by a light blue.

Typographic contrast
TitlingGothicFB Comp - Medium - 12 Pt This compelling typographic treatment encourages the audience to be bold and engage with the worksheet.

Worksheet

Application Curriculum

Worksheet

Application Curriculum

Bookmark
Has been produced as a marketing tool for conferences, and it also functions as a sticker.

Bookmark
Application

The book
Just as the book inspired the program, its design inspired the wordmark and sub-brand elements.

Application

BOOK

Application

BOOK

PROMOTIONal infosheets
Application