131 lines
4.1 KiB
Markdown
131 lines
4.1 KiB
Markdown
# LIBRA for Rights — Brand Identity Guide
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## Overview
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**Organization Name:** LIBRA for Rights
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**Tagline:** Committed to Justice · Grounded in Dignity · Driven to Advocate
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**Mission:** A rights-focused organization dedicated to justice, human dignity, and advocacy.
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---
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## Logo
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### Description
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The logo features a stylized botanical illustration within a square frame. Central to the design is a **growing plant with symmetrical leaves**, flanked by **wheat stalks** and **water droplets**. The entire composition evokes themes of growth, nourishment, balance, and life — symbolic of the organization's commitment to nurturing human rights.
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### Visual Elements
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- **Central Plant:** Represents growth, hope, and the flourishing of human potential
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- **Wheat Stalks:** Symbolize sustenance, community, and shared prosperity
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- **Water Droplets:** Represent life, purity, and essential resources
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- **Decorative Border:** Traditional patterns suggesting heritage, structure, and stability
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### Logo Style
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- Woodcut/linocut aesthetic
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- Hand-crafted, artisanal appearance
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- High contrast black on neutral background
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## Color Palette
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### Primary Colors
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| Color | Hex Code | Usage |
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|-------|----------|-------|
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| Dark Forest Green | `#2D3624` | Header/Footer backgrounds |
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| Warm Gold | `#A68966` | CTA buttons, links, accents |
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| Warm Cream | `#F4F1EA` | Main page background |
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| Forest Green | `#2D322A` | Headings, body text |
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| Pure White | `#FFFFFF` | Card backgrounds |
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| Olive Green | `#4A5D23` | Active states |
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### Color Variants
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| Color | Hex Code | Usage |
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|-------|----------|-------|
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| Primary Light | `#3D4634` | Primary hover states |
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| Gold Hover | `#8A7555` | Button hover states |
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| Gold Light | `#C4A882` | Light accents |
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| Olive Hover | `#5A7030` | Olive hover states |
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| Deep Black | `#1A1A1A` | Logo artwork, headlines |
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---
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## Typography
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### Primary Typeface
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**Serif font** for headlines and the organization name — conveys authority, tradition, and trustworthiness.
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*Suggested fonts:* Playfair Display, Libre Baskerville, or similar elegant serifs
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### Secondary Typeface
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**Italic serif** for taglines and supporting statements — adds elegance and emphasis.
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### Body Text
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Clean sans-serif for readability in documents and digital content.
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*Suggested fonts:* Source Sans Pro, Open Sans, or Inter
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---
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## Voice & Tone
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### Brand Personality
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- **Authoritative** yet accessible
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- **Compassionate** and human-centered
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- **Grounded** in facts and dignity
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- **Hopeful** without being naive
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### Key Messaging Pillars
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1. **Justice** — Fairness, accountability, and the rule of law
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2. **Dignity** — Inherent worth of every person
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3. **Advocacy** — Active engagement and speaking truth to power
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## Usage Guidelines
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### Logo Clear Space
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Maintain clear space around the logo equal to the height of one water droplet element.
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### Minimum Size
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Logo should not appear smaller than 40px in height for digital or 15mm for print.
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### Backgrounds
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- Use on light neutral backgrounds (Warm Cream #F4F1EA, Pure White #FFFFFF)
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- May be reversed to light color on Dark Forest Green (#2D3624) backgrounds
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- Avoid busy or patterned backgrounds
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### Badge Style (for colored backgrounds)
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When the logo appears on Dark Forest Green (#2D3624) or other colored backgrounds (e.g., navigation, footer), apply badge styling to make the logo's cream background look intentional:
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- Border: 2px solid Deep Black (#1A1A1A)
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- Shadow: 4px 4px 6px rgba(26, 26, 26, 0.5)
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- This creates a "seal/stamp" effect that frames the logo professionally
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### Do Not
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- Stretch or distort the logo
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- Change the logo colors outside the defined palette
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- Add effects (shadows, gradients, outlines)
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- Crop or modify individual elements
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---
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## Applications
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### Stationery
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Letterhead, business cards, envelopes — logo positioned top-left with organization name
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### Digital
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Website header, social media profile images, email signatures
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### Publications
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Reports, advocacy materials, policy briefs — consistent header treatment
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### Merchandise
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Tote bags, pins, stickers — single-color applications work well given the woodcut aesthetic
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---
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*LIBRA for Rights — Committed to Justice, Grounded in Dignity, Driven to Advocate*
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