Design for nondesigners presentation.

1. 5 Elements
to Include inYour
Brand Guide
Design for Nondesigners

2. #1: Design Philosophy
• Include at the start of your brand book
• Speaks to who you are as an organization
• Sets the tone for any onlooker. If your brand is
friendly and approachable, use accessible and
simpler language

3. Pro Tip: When crafting language for your organization, start to think about your
brand as a personality. This will help you be more authentic.
Example: Charity WaterBrand Book

4. • Include details on how NOT to use
your logo
• Color specifications
• What logo to use against a color
background versus light background
#2: Application ofLogo

5. Logo Don'ts
Below are some examples of logo uses that should be avoided
at all costs to ensure a consistent perception of your brand by
its audiences.
Squashing or Stretching
The logo should always be
scaled proportionately.
Changing the Colors
The logo should always be used in one
of the color schemes presented on page 2.
NESST
Capitalizing the "s"
The logotype should always be used as
provided. No letter should be altered.
NESsT
Moving the Mark
Only use the logo lock-up provided,
and do not move the mark.
The NESSTportfolio of social enterprises
and the majority of the NESsT team are based within the...
Text Wrapping
The logo should not be used in bodies
of text. In these cases, "NESsT" should
be typed out.
Bad Backgrounds
Logo backgrounds should provide sufficient
contrast in color so the logo is clearly visible.
"Decorating" the Logo
Do not add drop shadows, outlines, boxes,
and other design elements to the logo.
NESsT
Changing the Type
Do not use other fonts, type styles,
or sizes (branded or otherwise) for "NESsT."
NE T
Altering the Logo Mark
Never modify the mark illustration
in any way.

6. • Primary and secondary palette
• RGB, CMYK, HEX, and Pantone
#3: Colors

7. COLORS
Below are colors used in your branded materials. Below are the values
for your brand colors in Pantone, CMYK, RGB, and Hex.
NESsT Brown
HEX: #4F4047
NESsT Green
HEX: #OOC789
NESsT Blue
HEX: #4F7A9B
NESsT Sage
HEX: #898880
RGB: 79/64/71 RGB: 0/199/137 RGB: 79/122/155 RGB: 137/139/128
CMYK: 20/80/74/57 CMYK:62/0/53/0 CMYK: 57/14/7/3 CMYK: 35/17/44/3
PMS: 7631 U PMS: 3395 U PMS: 542 U PMS: 5773 U
NESsT Beige
HEX: #B781AE
NESsT Medium Blue
HEX: #9DAD88
NESsT Light Beige
HEX: #ECE7E1
NESsT Light Grey
HEX: #E7E7E7
RGB: 183/177/174 RGB: 157/173/184 RGB: 236/231/225 RGB: 231/231/231
CMYK: 2/14/18/4 CMYK: 34/11/1/0 CMYK: 3/4/11/5 CMYK: 0/0/0/10
PMS: 482 U PMS: 651 U PMS: 7527 U PMS: Warm Gray 3U

8. 05
Dear placeholder text,
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam
rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt
explicabo.
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni
dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia
dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore
et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem
ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur?
Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur,
vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium,
totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta
sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia
consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est,
qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi
tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.
Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi
ut aliquid ex ea commodi consequatur?
Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur,
vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.
Sincerely,
NESsT
nesst.org

9. • Primary and secondary palette
• RGB, CMYK, HEX, and Pantone
#4: Typography

10. Typography
The NESsT brand mainly uses various weights of DIN, a strong sans
serif that’s full of character. Helvetica Neue, a clean sans-serif, is
supplied as a typeface for body text, but should never be used for any
headlines. Font weights and color can be used to create a variety of
styles. DIN and Helvetica Neue should be used whenever possible, but
substitutes for when these fonts aren't available are recommended
below.
Din Medium
Suggested Microsoft Alternatives:
PTSans
Suggested Web Alternative:
PT Sans
Helvetica Neue
Light Light Italic Regular Regular Italic Medium
Bold Bold Italic
Suggested MicrosoftAlternatives:
Helvetica (preferred) OR Arial
POSSIBLE TYPE TREATMENTS
The following treatments may be used as guides for creating
typographic hierarchy using brand fonts and colors.
HeadlineDIN,Medium, sentencecase,30 pt, #OOC789
HEADLINE LEVEL2
DIN,Bold, uppercase,12pt, #4F4047
Headline Level 3
DIN, Bold, sentence case, 12 pt, #OOC789
Intro text. Lorem ipsum dolor sit a met,
consectetur adipiscing elit. Donec varius faucibus
molestie.
DIN, Regular, 14 pt, 20 pt line spacing, #4F4047
Serif body text. Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Donec varius faucibus molestie.
Helvetica Neue, Regular, 10 pt, 14 pt line spacing, #4F4047
Caption, small text
Helvetica Neue, Regular, 9 pt, 12 pt line spacing, #4F4047

11. Website BookletTemplate

12. • Speaks to your brand
• Original images (NOT stock!)
• High quality (300 dpi for print)
#5: Imagery
Pro Tip: The greater the dpi, the higher the resolution. When working with a
photographer, make sure to get photos saved out at 300 dpi.

13. | elefint.com | hello@elefint.com
Pro Tip: If hiring a photographer isn’t an option due to budget/time constraints, look
to your local art school for budding photographers seeking to build out their portfolio!