Your Crescendo Styleguide - 2021

Your Crescendo Styleguide - 2021

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

15

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.

26

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

28

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 .

31

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 [email protected]

35

Approval

WWW.YOURCRESCENDO.COM

COPYRIGHT @ 2021. ALL RIGHTS RESERVED