TableofContents. BrandGuidelines. Introduction. BrandVoice. ColorPaletes. Logo. FramedMountainIcon. InfluenceFrame. TopographicTexture. Typography.
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- Magdalene Kristensen
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1 Br andgui del i nes
2 BrandGuidelines TableofContents Introduction. BrandVoice. ColorPaletes. Logo. FramedMountainIcon. InfluenceFrame. Photography. TopographicTexture. Typography. Conclusion
3 1 Introduction TheValueProposition GlobalLeadershipNetworkistheforemostauthorityin leadership growth and education from a Christian perspective.wehavethelargestandmostintelectualy rigorousleadershipcontentpairedwithauniqueand diverseblendofinspirational,actionable,andpersonal growthtraining.alofthisisaccessibleinawidevariety ofmediatailoredtoyourlearningstyle,includingvideo, audio,print,amobileapp,andliveevents,alcustomized tofityourcareergoalsanddesiredlearningobjectives. EveryoneHasInfluence From the transformative leadership ofa CEO to the structuralguidanceofalitleleaguecoach,everyonehas thecapacitytoleadandeffectpositivechangeinthe worldthroughinfluence. TheprimarygoaloftheGLN visualbrandistohelp underpinthisconnectionwealsharebyusingthe emotionalpowerofimagery.thefolowingguidelines wilshow how eachvisualelementofthebrandcanbe usedtosupportthismessage.
4 2 BrandVoice-EveryoneHasInfluence TheGLN visualbrandisdesignedtoconveywarmth,authority,and diversity.thisistheessenceofthebrandvoiceandshouldbethe consistenttonaldirectionwhenwritingcopy. TheGLN voiceis mater-of-fact intone. Itexpresseswarmththroughinclusivelanguage,notbyusing humor,conversationallanguage,orcoloquialisms. Wedon texplicitly brag aboutbeinganauthorityonleaderhip. Wewriteaboutourcontent,world-classspeakers,anddiverse curriculum becausetheydefineourauthority. Inclusivity GLN isaplacewhereestablishedandaspiringleaderscancome togetherto grow,be inspired,and interactwith a supportive community.thisiswhy we use inclusive language whenever possible.hereareafew examplesofhow wereframetraditional organizationalconceptstocommunicateamoreinclusiveand participatoryexperience: Traditional Inclusive notjustanorganization..but,alsoacommunity notatransaction..but,arelationship Weusethepowerofimageryandstoriestoconveyemotion, whileremainingcomposedandprofessionalinourtoneofvoice. notauser. notamessage..but,amember.but,aconversation KeywordsandPhrases DIVERSE UNIQUEBLEND WORLD-CLASS HIGH-QUALITY COMMUNITY CONNECT LIKE-MINDED TRANSFORMATIVE notinformation. nottoatend. wedon tmarketto..but,stories.but,toparticipate.weengagewith CUSTOMIZED INFLUENCE STORIES INSPIRE ASPIRE GROWTH OPPORTUNITY SUPPORT GUIDANCE SUCCESS Note:Thischartisdesignedtoilustrateareframingoftraditional conceptstoaidintonaldirectionandisnotintendedtobeviewedas alistofwordrestrictions.
5 ColorPaletes-ProfessionalandApproachable Primary Secondary NO DARKERSHADES NO DARKERSHADES # R:39G:37B:35 Warm Onyx #3D3935 R:61G:57B:53 C:65M:61Y:64K:54 Pantone:Black7C *LimitedDigital UseOnly #007DB3 *LimitedDigital R:0G:125B:179 UseOnly SummitBlue #009CDE R:0G:156B:222 C:76M:28Y:0K:0 Pantone:2925C #2A836B *LimitedDigital UseOnly R:42G:131B:107 PatinaGreen #6CCDB3 R:108G:208B:179 C:55M:0Y:39K:0 Pantone:338C AzuriteBlue #2b3575 R:43G:53B:117 C:93M:86Y:11K:24 Pantone:3581C NO LIGHTERTINTS Champagne #F1E6B2 R:241G:230B:178 C:1M:2Y:24K:0 Pantone:7499C #F5F1DC C:3M:3Y:14K:0 #98938E C:75M:5Y:48K:3 NO LIGHTERTINTS #B0E4D6 C:30M:0Y:19K:0 #F8F7F0 C:2M:1Y:5K:0 #BEBAB5 C:26M:22Y:25K:0 #E8E4E0 C:8M:7Y:9K:0 TheGLN colorpaletesaredividedintothreecategories:primary,secondary, andutilitarian.theprimarycolorsarethe heroes ofthepalettes.they representthefulnessofthebrandandshouldnever takeabackseat to thesecondarycolors,whichshouldonlybeusedwithrestraintandwhen necessary.notethattherearenotintsorshadesfor Azurite andonlyone limiteduseshadefor SummitBlue. Thisistoensurethattheyremaindistinct from oneanothersinceeachlendsitsownuniquecharacteristicstothebrand. Thedarkestshadesof Warm Onyx and AzuriteBlue shouldnotbedarkened anyfurther. Warm Onyx initspureform (PantoneBlack7C)shouldbeusedin placeofstandardblackinordertomakethemostofitswarmingpropertiesand tomaintainasofterappearancewithincopy. *SeetheWebStyleGuideforcorrectuseofthesecolors #D9ECE7 C:14M:1Y:9K:0 #EDF5F3 C:6M:1Y:3K:0 Premium #F4872A Thiscolorisusedexclusivelyasanindicatorforpremium contentand should be used very sparingly to not overpowertheprimaryandsecondarybrandcolors. Utilitarian #CD4747 #EACB38 #65BC67 Thesecolorsarespecificalyfordigitalusageandarefor calingoutnegative,cautionary,andpositivemeaningin pageelements. Neverusetheeyedroppertooltoselect colorsfrom thepaletes.alwaysuse colorcodes(hexandrgb fordigital, CMYKandPantoneforprint).
6 4
7 5 FramedMountainIcon Thisiconshouldnotberecolored,distorted,oralteredinanywayasit communicatesaveryspecificsetofideas.whiletheframewasdesignedto beusedseparatefrom themountain(seeframeiconsectionformore information),themountainshouldneverbeusedindependentofthe frame.thisiconmaybeusedindependentofthewordmarkasadesign element.however,thisisnotthefullogoandshouldneverbeusedin placeofthelogo. Neverscaletheiconsmalerthan65pixelshighfordigitalor1/2inch highforprinttoensuretheintegrityofitsdetails. Likethelogo,theframedmountainiconshouldonlybepresentedinhighcontrasttoitsbackground.Thestandard'SummitBlue'iconshould neverbeplacedoveranysolidcolorotherthanwhite,andthewhiteversionshouldneverbeplacedoveranysolidcolorotherthan'summitblue'. Bothversionsmaybeplacedoverphotographsaslongastheycontrastwelwiththeimage.Thiscanbeacheivedbyusingbrandcoloroverlays.
8 6 InfluenceFrame-EveryoneHasInfluence Theframeiconisdesignedtobeplacedoverphotos,framingand focusing on individuals in traditional and non-traditional leadershiproles.therearenocolorvariationsoftheframeas itshould alwaysappear'summitblue'.usingcolorvariants wouldcompromisethepurposeoftheframe,whichistovisualy unitediversetypesofleaders. Itisalsoimportantthattheframecontrastswelenoughwith thephototobeeasilyrecognized.thismaymeanusingbrand coloroverlaysormanualyadjustingthephotostocreatecontrast. Seeexamplesbelow. Thisphotoishighcontrast,alowingthe frametostandoutfrom the background. Here,we see thatthe frame isnot contrastingenoughagainstthephoto. Thereareanumberofwaystoadjust thephototocreatemorecontrast. Forexample,herewehaveoverlaidthe photowitha Warm Onyx tint.wealso made a few manualadjustments to increasecontrast. Neveraltertheframecolororadda dropshadow tocreatecontrast. Whenplacingtheframeoverthesubject,besuretoincludeas muchoftheirheadaspossible,aswelastheirnecksandthe upperportionoftheirshoulders.thiswilhelptoachievethe appearanceofatraditionalportraitcomposition,evenwhilethe subjectsarenaturalyengagedwithothers. Aswithotherdesignelementsinthe GLNbrand,theframeshouldnotbe recoloredordistortedinanyway.
9 7 Photography-InspirationalandGenuine TheGLN brandusestheemotionalimpactofphotographytoshow thediversityandpowerofinfluence.itportraysalevelofconfidenceand connectednessthroughanhonestandauthenticdocumentary-styleapproach.photographyshouldfeelgenuineandwarm.avoidusingstandard stockphotography.usecandidimagesofrealpeopleinrealsettings. Leaders Theprimaryfocusshouldbeleadersindiverseroles,cultures, andspheresofinfluence doingthework. Itisimportantto rememberthecentralbrandconceptwhenselectingphotography: Everyone hasinfluence.these imagesshould telstories of leadershipinactionwithagoalofinspiringactioninothers. AspiringLeaders The secondaryfocusshould be future leaderslearning and attentivelylisteningasawayofilustratingthepropogationof influence.thismayincludeatendeesofgloballeadershipsummit orotherglnsponsoredevents.remembertonotfocusonpassive listeners,butthosewhoappearmotivatedandenergized. Whenselectingphotography,besurethereisenoughofthesubjectshowingandenoughspaceabovetheirheadstoaccomodatethe blueinfluenceframeelement.formoreinformationandexamples,seetheinfluenceframesectionoftheguidelines.
10 8 TopographicTexture-GrowthandReach Thistexture,whichcalstomindtheconceptsofgeographicallocation andnavigation,isprovidedtoextendtheflexibilityofthevisualbrand andtofurthersupportitsmessage.theepsfilecontainsthreelayers ofcomplexity,thetoptwoofwhichcanbeusedorhidden,depending onthelevelofdetailneeded. Thetopographictexturemaybecombined with abrand colorto createabackgroundorappliedasatexturaloverlayonphotography, butbesurenottolayeritoverfacesorotherimportantpointsof focus.brandcoloroverlaysonphotographyoronthetextureitself maybeusedtocreatecontrastbetweentheseelements. Example1:Topographictexturelayeredoverasolidcolor backgroundusedtoenhanceasimpletextbox Example3:Topographictexturecombinedwithacoloroverlay Example2:Topographictexturelayeredoveraphotograph whichhasadarkercoloroverlaytohelpcreatecontrast Optionsforbackgroundelementsarenotlimitedtothis texturealone.forexample,youmightusesomethinglike the halftone styling atthe beginning and end ofthis document.but,itisimportantto rememberthatthe topographictextureisthematicalyapartofthegln brand,andanyotherimageryshouldbeusedalongside itandnotinplaceofit.also,rememberthatnew imagery shouldinnowayconflictwithgloballeadershipnetwork s branddirectionandvoice.
11 9 Typography-ProfessionalandApproachable TheGLN brandusestwofontsforbothwebandprint,librebaskervileandopensans. LibreBaskervile ABCDEFGH IJKLM NO PQ RST UVW XYZabcdefghijklm nopq rstuvwxyz ?!& OpenSans ABCDEFGHIJKLM NO PQ RSTU VW XYZabcdefghijklm nopqr stuvwxyz ?!& With itsserifflaresand humanistcurves,libre Baskervile providesnecessarywarmthtothebrand.itshigherdetailed glyphsmakeitperfectforheadlinesandtitles. Thisfontishighlylegible,clean,andprofessional.Thismakesit itidealforsubheadingsandbodycopy. OpenSansRegular LibreBaskervileRegular Inthisexample,weseethatOpenSansisusedinavarietyof weightsandformanydifferentpurposes.librebaskervileis onlytobeusedinitsregularweightandonlyforheadlines andtitles. OpenSansRegular OpenSansItalic OpenSansLightItalic Forprint:Minimum bodycopysizeshouldbenosmaler than9pt,whilelegalcopyshouldbenosmalerthan7pt. Paragraphleadingshouldbethefontpointsizeplus50%.For example,ifthebodycopyis10pt,theleadingshouldbe10pt plus50%.thiswouldmaketheleading15pt. OpenSansSemibold Fordigital:SeetheGLN WebStyleGuide
12 10 Conclusion Thevisualbrandelementspresentedinthisguidewere developedusingamultidisciplinaryprocesstooptimaly communicate GlobalLeadership Network svalue and focus.byadheringtotheseguidelines(andthoseof thegln WebStyleGuide),wecanensureaconsistent experienceacrossalmedia. Thankyoufortakingthetimetounderstandthebrand guidelinesandworkingwithgln tobringthem tolife throughpowerfuldesign.
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