brand guide

may 2016

Contents
Our Purpose.....................4
Our Position.....................6
Our Identity...................10
Logo....................................11
Format ..............................12
Format with Tagline......14
Clear Space....................16
Sizing..............................18
Scaling...........................19
Background...................20
Color..................................22
Primary Palette..............22
Single Color Use............23
Support Palette.............24
Combined Palettes........24
Limited-Use Color..........25
Color-Coded System.....25
Typeface.........................26
Icons...............................27
imagery...........................28

Our Language................30
Our NAME........................31
Styling............................32
Message..........................33

Campaigns:

Reach & Raise................. 34

Mark................................35
Formats..........................36
Clear Space....................37
Sizing..............................38
Scaling...........................39
Background...................40
color..............................42
Single-Color Use............43
Placement.....................44
Presenter Logos.............45
Support Logos...............46
Collateral.......................47
The Name........................48
Written Format..............48
Tagline............................49
Imagery...........................50

Living Beyond Breast Cancer 3

Our Purpose

To ensure that no one impacted by

breast cancer feels uninformed or alone.

Living Beyond Breast Cancer 5

Our Position

We connect people who are impacted by breast cancer

to high-quality and easy-to-access information and
programs that provide a community of support.

Living Beyond Breast Cancer 7

our position

Our personality

Our mission

Our character

Warm
Welcoming
Supportive

To connect you to trusted

breast cancer information
and a community of support

Inclusive
Knowledgeable
Reliable

Our voice

Our focus

Attributes

Clear
Trusted
Hopeful

You, your loved ones

and your healthcare
providers

Honest
Relatable
Compassionate

8 Brand Guide | our position

our position

Online

In print

Our methods

On the phone

In person

Living Beyond Breast Cancer 9

Our Identity

logo

Our logo is a symbol of connectionconnection to a community, connection to trusted information,

connection to a network of support. The graphic shapes embrace one another in a trusted grip,
communicating the reliable nature of our organization. The logo is accompanied by a logotype that
boldly stands in all uppercase letters, with an emphasis on Living Beyond. This subtle weight shift
helps to communicate hopethat people are more than a breast cancer diagnosis.
Note: For legal protection, the logo appears with the TM symbol on all printed and electronic material. Once the
trademark application has been accepted and placed on file, the TM will be substituted with an R.

Living Beyond Breast Cancer 11

Logo

Format
The logo is the signature symbol of Living Beyond Breast Cancer. It is composed of a graphic
and a logotype.

GRAPHIC

The logo always features both the graphic and the

logotype. Never redraw or alter the logo, including
the placement and size relationship of the graphic
to the logotype. The graphic is not used as a freestanding element except on social media where
it functions as an icon and in responsive environments where minimum size requirements cannot
be maintained (see page 27).
LOGOTYPE

The logotype is set in Brandon Grotesque Black

and Brandon Grotesque Medium. Its two-line
format is preset and should not be recreated for
any purpose. It is never used as a freestanding
element.

12 Brand Guide | our identity

Living Beyond Breast Cancer has two logo formatsstacked and horizontal. The horizontal
format is most successful in wide spaces (see Guide covers on pg. 25). The stacked version
works most successfully in square or narrower spaces.

Stacked

Horizontal

Living Beyond Breast Cancer 13

Logo
Logo

Format

Logo

Format with Tagline

Both the stacked and the horizontal format of the logo have a tagline lock-up. The tagline "With you,
for you." appears directly under the markcentered on the stacked version and flush right on the
horizontal format. The visual expression of the taglinefont, size, placement and distance from the
organization nameis pre-set and connot be altered in any way.

Stacked version with tagline

14 Brand Guide | our identity

horizontal version with tagline

The stacked and horizontal logo formats with the tagline lock-up should be used on all branded
collateral. Exceptions to this rule are below.

The tagline lock up is not required:

on co-branded initiatives such as Reach & Raise (see page 35).

when the logo appears smaller than 1.5."

f or use on non-LBBC related material (sponsorships, joint initiatives, partnerships)
o
 n merchandise (tote bags, shirts, umbrellas, pens)
w
 hen the tagline is being used as the focal point of a design or presented for emphasis as
in the example below

610.645.4567 lbbc.org

With you, for you.

Living Beyond Breast Cancer 15

Logo
Logo

Format with Tagline

> >

Stacked and horizontal versions

The logo requires equal clear space around all

four sides in order to minimize distraction
caused from surrounding type or graphics.

> >

The height from baseline to baseline of the

logotype is the clear space measurement.

> >

> >

> >

> >

> >

> >

> >

Logo

Clear Space (minimum requirement)

16 Brand Guide | our identity

Logo

Clear Space (minimum requirement)

> >

tagline lock-up versions

> >

The height from the baseline of "Breast

Cancer" to the baseline of the tagline is the
clear space measurement.

> >

> >

> >

> >

The logo requires equal clear space around

all four sides in order to minimize distraction
caused from surrounding type or graphics.

> >

> >

> >

Living Beyond Breast Cancer 17

Logo

Sizing
Stacked version

While the logo is highly legible at most sizes,

the version without the tagline must not
appear smaller than 1" wide. The logo with
the tagline must not appear smaller than
1.5." Smaller sizes will compromise the
legibility of the logotype.
1"

1.5"

1.5"

2"

horizontal version

The version without the tagline must not

appear smaller than 1.5" wide. The logo
with the tagline must not appear smaller
than 1.5." Smaller sizes will compromise
the legibility of the logotype.

Responsive environments

If the logo becomes illegible due to screen size, it is acceptable to collapse the logo into the graphic (name
and tagline are eliminated). In these cases, the graphic functions as the sole indicator of the organization.

18 Brand Guide | our identity

Logo
Logo

Scaling

The logo is scaled proportionately without distortion. Stretching or compressing is never acceptable.

Living Beyond Breast Cancer 19

Logo

Background
Guidelines apply to both logo formats.

The logo always appears on a white background for maximum legibility. Color patterns and backgrounds
will compromise the integrity of the logo and its effectiveness.

20 Brand Guide | our identity

Logo

Background
Guidelines apply to both logo formats.

In situations where the background cannot be controlled, the logo appears in one color onlywhite logo
on dark backgrounds, and berry logo on light backgrounds. If black is the only option for printing, berry
should be substituted for black. One-color logos can be provided upon request.

Living Beyond Breast Cancer 21

color
Primary Palette
Our primary color palette, berry and gold, signifies an important duality
that is embedded in the organizations culture, a place where one can find
strength and comfort, information and compassion, individual attention
and community. This palette is dominant in all materials produced by
Living Beyond Breast Cancer.

The logo always appears

in the two colors as shown
at right unless a situation
arises where reproduction
is limited to one color. (See
Single-Color Use, pg. 23).

22 Brand Guide | our identity

100% Berry

100% Gold

70% Berry

70% Gold

Single-Color Use

PMS 228

When two-color printing is not an

option, the following rules apply
with regard to the logo:

R 131
G0
B 81
C 15
M 100
Y 11
K 41
HEX #8f1d59

Gold
PMS 130 C / PMS 7549 U
R 240
G 171
B0
C2
M 30
Y 100
K0

color

Berry

An all-white logo should be used on

dark backgrounds.
An all-berry color logo should be
used on light backgrounds.
If limited to only one color, an
all-berry logo should be used.
An all-gold logo is never an option
for single-color use.

Notes:
When color is not an option,
the logo should be produced in
black or reversed out to white.
For offset printing in two colors on
uncoated paper, the gold PMS color
is 7549. This is the ONLY time that
PMS 7549 should be used.

HEX #f4a71c
Living Beyond Breast Cancer 23

color

Support Palette
The orange, blue, and
grape support palette is
used as an accent.

Orange (PMS 164)

R 255
G 127
B 69
HEX #ff8041

C0
M 55
Y 75
K 0

Combined Palettes
The primary and support palettes can be used together at full
opacity or screened at any percentage. Screening allows for a full
range of tone and expressionfrom strength and clarity to quiet
and compassionate. Aside from Limited-Use Color and the
Color-Coded System (see page 25), no new colors should be
used for any purpose. Consistency with color is critical to the
integrity of the brand.

Blue (PMS 7456)

R 103
G 115
B 182
HEX #6773b6

C 72
M 50
Y 0
K 0

Grape (PMS 2617)

R 73
G 14
B 103
HEX #490e67
24 Brand Guide | our identity

C 83
M 100
Y 24
K 20

Metallic gold and metallic silver can be used in limited situations.

For example, they can designate a level of giving (gold level, silver
level) on advancement materials. These are never used on marketing
or promotional materials.

color
color

Limited-Use Color
PMS 8643

PMS 877

Color-Coded System
A unique color system is used on the Guide to Understanding series as a way of creating distinction
and visual separation between the titles. This system should never be utilized on other collateral.
It is specific to this series ONLY.

Living Beyond Breast Cancer 25

typeface
Living Beyond Breast Cancer uses a single-font approach to convey clarity and simplicity. Source
Sans broad-based appeal signals inclusion. The heavier weights communicate strength and
reliability, while the lighter weights message openness and accessibility. It is both flexible and
legible at all sizes.

Source Sans Pro

Five Recommended Styles:

Light: Aa Bb Cc Dd Ee Ff Gg
Regular: Aa Bb Cc Dd Ee Ff Gg
Semibold: Aa Bb Cc Dd Ee Ff Gg
Bold: Aa Bb Cc Dd Ee Ff Gg
Black: Aa Bb Cc Dd Ee Ff Gg

26 Brand Guide | our identity

icons

icons
While Living Beyond Breast Cancers visual identity does not include an official suite of icons, consistent
treatment is required with those that are used.

LBBC Graphic

On all social media platforms, the logo's graphic is used as an icon to represent the organization. There
is only one presentation of this graphic, which utilizes the primary color palette and is set against a
white background. Use of this graphic as an icon is limited to social media and responsive environments
in which the logo in its entirety cannot be viewed at the minimum size (see page 18). It is important that
in all other instances, the graphic be locked up to the logotype and used as a logo, not as a symbol.
Icons:

Twitter
Facebook
Instagram
YouTube

Social Media Icons

Icons for social media are presented in Living Beyond Breast Cancers berry color. When placed against a
dark background, they knock out to white.

Living Beyond Breast Cancer 27

imagery
Living Beyond Breast Cancer uses professional, high-quality
imagery to authentically represent the message and goals of the
organization as well as the people it impacts. Stock photography
is never to be used.
The official photo gallery features volunteers whose lives have
been affected by breast cancer. It reflects a broad range of people
of different ages, ethnicities, sexual orientations, races, genders
and abilities. Photos are used to illustrate specific content and
to express the position of the organization.
Personally supplied snapshots of people impacted by breast
cancer are acceptable for specific use such as Insight, conference
program guides and online articles (e.g., the blog, social media posts). These photos represent a personal voice and are not
intended to convey the personality or attitude of Living Beyond
Breast Cancer.
Photos can be used as full-bleed images or insets.

28 Brand Guide | our identity

graphics
Living Beyond Breast Cancer 29

Our
Language

our name
Living Beyond Breast Cancer is the official name of the organization and should be used in full
orally, in writing, and when referred to in print or electronic formats. It is never acceptable to
abbreviate the name in any fashion except in the following instances:

 hen a document introduces the organization by its full name but refers to it in multiple instances
W
throughout the body of the document. In this case, the first mention should include the abbreviation
in the format below. All mentions thereafter can be abbreviated to LBBC:

Living Beyond Breast Cancer (LBBC)

On Twitter and Instagram, where the name has been collapsed into the handle:

LivingBeyondBC
In the url where the name has been abbreviated to LBBC:

LBBC.ORG

Living Beyond Breast Cancer 31

our name

Styling
The Name
When the name is written or typed, it should be styled with initial capitals and lowercase letters:

Living Beyond Breast Cancer

The Abbreviation
The abbreviation should be set in uppercase when serving as a substitute for the full name:

LBBC
URLs
The organization's URL should appear in uppercase letters.

LBBC.ORG
When displayed within a vanity url, the organization url should be lowercase.

lbbc.org/infocus
lbbc.org/get-support/get-involved
lbbc.org/mbc360
lbbc.org/insight

32 Brand Guide | our language

message
Tagline
The primary message of the organization is encapsulated in the tagline: With you, for you. It is contained
within a logo lock-up (see page 14) and should be used on all branded material. Exceptions to the rule for
use of the "logo format with tagline" can be found on page 14.

Living Beyond Breast Cancer 33

campaigns
Reach & Raise: Yoga for a Reason

mark

ICONS SIMPLIFIED
FOR SOCIAL MEDIA

Reach & Raise is the annual fundraising event for Living Beyond Breast
Cancer. The official mark is used on all related material. The mark includes
the LBBC logo, campaign name and tagline as a unified visual. No part of
this mark should ever be redrawn or altered. There are two official formats
for the mark (see page 38).
YOGA FOR A REASON

Exceptions:

On LBBC-hosted social media

accounts, the mark serves as an
icon to represent the event. The
tagline and LBBC logo are removed.
When appearing on LBBC-branded
collateral (e.g., LBBCs website,
brochures, newsletters), the mark
can exist without the LBBC logo.

YOGA FOR A REASON

YOGA FOR A REASON

Note: For legal protection, the mark appears with the TM symbol on all printed and
electronic material. Once the trademark application has been accepted and placed on
file, the TM will be substituted with an R.
Living Beyond Breast Cancer 35

mark

Formats
Either format below is used for branding. Selection should be based on available space. The formats
below should be used for all external publicity, marketing efforts and by partners, sponsors, individuals
and organizations who are promoting the event on behalf of LBBC. No changes can be made to the size
of the LBBC logo or its relationship to the Reach & Raise mark.

YOGA FOR A REASON

Stacked

36 Brand Guide | campaigns

YOGA FOR A REASON

Horizontal

mark

Clear Space (minimum requirement)

>

YOGA FOR A REASON

> >

> >

> >

>
YOGA FOR A REASON

>

>

> >

> >

> >

The mark requires equal clear space around all four sides in order to minimize distraction caused from
surrounding type or graphics. Whenever possible, increasing the clear space beyond what is outlined
below is preferred.

Living Beyond Breast Cancer 37

mark

Sizing

Stacked format

YOGA FOR A REASON

2.25"

Horizontal format

YOGA FOR A REASON

3.5"

The stacked mark should not appear smaller than 2.25" wide. The horizontal mark should not appear
smaller than 3.5" wide. Smaller sizes will compromise the legibility of the LBBC logo. The mark is scaled
proportionately without distortion.

38 Brand Guide | campaigns

YO G A F O R A R E A S O N

mark

Scaling

YOGA FOR A REASON

The mark is scaled proportionately without distortion. Stretching or compressing is never acceptable.

Living Beyond Breast Cancer 39

mark

Background
Guidelines apply to both formats.

YOGA FOR A REASON

YOGA FOR A REASON

The mark always appears on a white background for maximum legibility. Color patterns and
backgrounds will compromise the integrity of the mark and its effectiveness.

40 Brand Guide | campaigns

mark

Background
Guidelines apply to both formats.

Yoga for a reason

Yoga for a reason

In situations where the background cannot be controlled, the mark should appear in one color only
white logo on dark backgrounds and berry logo on light backgrounds. If black is the only option for
printing, berry should be substituted for black. One-color logos can be provided upon request.

Living Beyond Breast Cancer 41

color
Reach & Raise Color Palette
The palette for this campaign combines the primary palette
and the orange color from the support palette. (See color
breakdowns on pages 21 and 22.)

The three-color mark is

used on all communications,
marketing and promotional
materials.

42 Brand Guide | campaigns

80%: Berry
gradation effect
between berry
and orange

100%: Orange

100%: Gold

YOGA FOR A REASON

When three color printing is not an option, the following rules apply with regard to the mark:
A
 n all-white mark should be used on dark backgrounds. (See pg. 41)
A
 n all-berry (at 100%) mark with no gradations should be used on light backgrounds. This is required
because of the co-branding. (See pg. 41)
I f limited to only one color, an all-berry (at 100%) mark with no gradations should be used.
A
 n all-gold mark is never an option for single-color use.

Yoga for a reason

Yoga for a reason

Note: When color is not an option, the mark should be produced in black or reversed out to white.

Living Beyond Breast Cancer 43

color

Single-Color Use

placement
In order to bring attention to the campaign as well as maintain the critical connection of Reach & Raise to
Living Beyond Breast Cancer, it is important that sponsor logos do not compete with the campaign mark.

Presenter Logos

>

Presented by

>

Placement of external logos must

comply with the minimum clear
space rules. Increased clear space
is encouraged whenever possible.
Presenter logos should never be
sized higher than the space from
the bottom of the mark to the top
of RAISE. In cases where one is left
to use their judgment about the size
and presentation of the presenter
logos, the goal is to communicate
that it is subordinate to the
campaign mark.

YOGA FOR A REASON

Stacked

44 Brand Guide | campaigns

LOGO

Rules for sponsor logo placement apply to both the stacked and horizontal formats.

>

>

Presented by

YOGA FOR A REASON

LOGO

horizontal

Living Beyond Breast Cancer 45

placement

Presenter Logos

In order to create a clear hierarchy between the campaign mark, presenter logos and support logos,
it is recommended that support logos be visually smallercommunicating less importancethan
the presenter logo.

>

Presented by

LOGO
>

placement

Support Logos

YOGA FOR A REASON

support
logo

support
logo

support
logo

Stacked

46 Brand Guide | campaigns

support
logo

The Reach & Raise mark should be prominently sized and placed on promotional material. Photography is
limited to single images whenever possible to minimize a cluttered appearance. Event photos are used for
illustration purposes.

Living Beyond Breast Cancer 47

placement

Collateral

The Name
Written Format
In all communication, marketing and promotional material, the campaign name is written with Initial
capital letters for both words and an ampersand.

Reach & Raise

An and should never be used between Reach and Raise with the exception of the official url. At this
time, ampersands cannot be used in urls.

ReachAndRaise.org
Reach & Raise is inextricably linked to Living Beyond Breast Cancer. When introducing the campaign for the
first time both orally and in writing, it is:

Living Beyond Breast Cancers Reach & Raise

In a document where the campaign name is referred to multiple times, after the first mention it can be
collapsed to:

LBBCs Reach & Raise

48 Brand Guide | campaigns

The event tagline YOGA FOR A REASON is used to provide context for Living Beyond Breast Cancers
Reach & Raise experience. It is used in conjunction with the logo (see page 39) and in forms of
communication as a consistent reminder of what makes the event different from other fundraisers.
These particular words best capture that experience.

Rules for Use in Copy

 hen YOGA FOR A REASON is used as a headline, the text should appear in all caps using a font and
W
text size consistent with the main copy.
Example:
YOGA FOR A REASON
Join thousands of people who want to make a difference in the lives.

If the tagline is used within a body of copy, a font and text size consistent with the main copy
should be used.
Example:
Living Beyond Breast Cancers Reach & Raise participants will be doing yoga for a reason on
Sunday, May 15.

Living Beyond Breast Cancer 49

the name

Tagline

imagery
Living Beyond Breast Cancer uses professional, high-quality imagery on all collateral to promote Reach &
Raise. Photos can be used as full-bleed or insets. Single-image use is preferred over multiple images. Photo
selection is based on the following:

Environment

Photos that feature landmarks or large open spaces help to communicate where the events take place.

Community

Photos that feature multiple people within a crowd setting are key to illustrating the communal nature of
the events. Close-up photos of single individuals are discouraged, as they may appear to single out a certain
type of participant. They also limit our ability to convey a sense of community.

Diversity

Every attempt is made to capture a diverse range of ages, ethnicities, races, physical abilities and genders.
Whether one is a seasoned yogi or a first-time yoga-goer, LBBC strives to show a full range of participants in
order to message that all are welcome and encouraged to participate.

Activity

Photos that illustrate simple, non-intimidating yoga poses convey the events universal appeal. Anyone can
do it. Group yoga poses message a low-impact activity, as opposed to a race or a competition.

50 Brand Guide | campaigns

imagery
Living Beyond Breast Cancer 51