117 lines
3.7 KiB
Markdown
117 lines
3.7 KiB
Markdown
# 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
|
|
1. **Justice** — Fairness, accountability, and the rule of law
|
|
2. **Dignity** — Inherent worth of every person
|
|
3. **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*
|