3.7 KiB
LIBRA for Rights — Brand Identity Guide
Overview
Organization Name: LIBRA for Rights
Tagline: Committed to Justice · Grounded in Dignity · Driven to Advocate
Mission: A rights-focused organization dedicated to justice, human dignity, and advocacy.
Logo
Description
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.
Visual Elements
- Central Plant: Represents growth, hope, and the flourishing of human potential
- Wheat Stalks: Symbolize sustenance, community, and shared prosperity
- Water Droplets: Represent life, purity, and essential resources
- Decorative Border: Traditional patterns suggesting heritage, structure, and stability
Logo Style
- Woodcut/linocut aesthetic
- Hand-crafted, artisanal appearance
- High contrast black on neutral background
Color Palette
| Color | Hex Code | Usage |
|---|---|---|
| Charcoal | #4A4A42 |
Primary backgrounds, text |
| Warm Gray | #C9C4BA |
Secondary backgrounds, accents |
| Off-White | #E8E4DC |
Light backgrounds |
| Deep Black | #1A1A1A |
Logo artwork, headlines |
Typography
Primary Typeface
Serif font for headlines and the organization name — conveys authority, tradition, and trustworthiness.
Suggested fonts: Playfair Display, Libre Baskerville, or similar elegant serifs
Secondary Typeface
Italic serif for taglines and supporting statements — adds elegance and emphasis.
Body Text
Clean sans-serif for readability in documents and digital content.
Suggested fonts: Source Sans Pro, Open Sans, or Inter
Voice & Tone
Brand Personality
- Authoritative yet accessible
- Compassionate and human-centered
- Grounded in facts and dignity
- Hopeful without being naive
Key Messaging Pillars
- Justice — Fairness, accountability, and the rule of law
- Dignity — Inherent worth of every person
- Advocacy — Active engagement and speaking truth to power
Usage Guidelines
Logo Clear Space
Maintain clear space around the logo equal to the height of one water droplet element.
Minimum Size
Logo should not appear smaller than 40px in height for digital or 15mm for print.
Backgrounds
- Use on light neutral backgrounds (off-white, warm gray)
- May be reversed to light color on dark charcoal backgrounds
- Avoid busy or patterned backgrounds
Badge Style (for colored backgrounds)
When the logo appears on olive green or other colored backgrounds (e.g., navigation, footer), apply badge styling to make the logo's beige background look intentional:
- Border: 2px solid Deep Black (#1A1A1A)
- Shadow: 4px 4px 6px rgba(26, 26, 26, 0.5)
- This creates a "seal/stamp" effect that frames the logo professionally
Do Not
- Stretch or distort the logo
- Change the logo colors outside the defined palette
- Add effects (shadows, gradients, outlines)
- Crop or modify individual elements
Applications
Stationery
Letterhead, business cards, envelopes — logo positioned top-left with organization name
Digital
Website header, social media profile images, email signatures
Publications
Reports, advocacy materials, policy briefs — consistent header treatment
Merchandise
Tote bags, pins, stickers — single-color applications work well given the woodcut aesthetic
LIBRA for Rights — Committed to Justice, Grounded in Dignity, Driven to Advocate