Mouse Brand Identity Guidelines

Bringing the Mouse
Brand to Life

Brand Guidelines

November 2015

Mouse Brand Guidelines November 2015
Table of contents
1_What We Stand For
4  Introduction
5  Brand platform
6  Brand positioning
7  Brand behaviors
8  Brand voice
9  About Mouse
10  Tagline

2_Visual Identity
12  Introduction
13  Kit of parts
14  Typography
–  Primary typeface
–  Electronic typeface
31  Photography
–  Individual students
–  Groups of students
–  Objects

3_Design Inspiration
36  Introduction
37  Website homepage
38  Le erhead
39  Business card
40  Why Mouse card
41  About Mouse card
42  Mouse story
43  Posters
44  Start-up kit and t-shirt
45  Stickers
16  Color pale e
17  Characters
–  Character creation
–  Examples
–  Things to avoid
20  Logo
–  Primary organization logo
§  Variations
§  Clear space, proportion size,
minimum size
§  Web icons
–  Dynamic organization logos
§  Variations
§  Clear space, proportion size,
minimum size
–  Aﬃliate partner logos
–  Sub-brand logos
§  Variations
§  Clear space, proportion
size, minimum size
–  Program logos
–  Logos – things to avoid

2_Our Visual Identity
4
Introduction

The Mouse identity is guided by our
brand strategy — which serves as a
lens for the way we think, act, and
communicate.
As we move forward, our positioning,
behaviors, and voice will help inspire
our experiences and inform our
expressions, helping us bring our
story to life in a bold, fresh, and
inspiring way.

1_What We Stand For
5
Brand platform
Vision
Mission
VoiceBehaviorsPositioning
Youth from all backgrounds will realize their identity as creators, designers and
innovators, and become active citizens and leaders in the global economy
Empowering underserved youth to learn, lead, and create with technology
Technology as a
force for good
We open ways to engage
We design and develop with originality
We empower for the greater good
Open
Original
Bold
The Mouse identity is brought to life through our brand strategy — our positioning,
behaviors, and voice. It is a guide for the way we think, act, and communicate —
and serves as a bridge between our mission and vision.

1_What We Stand For
6
Brand positioning
Mouse is a youth development nonprofit that believes in technology as a force
for good. We empower students to harness this strength to solve real problems
and make meaningful change in our communities and the world around us.

With a commitment to creating more diversity in STEM and elevating under-
resourced communities, we open opportunities through technology, expand
minds with original, hands-on programming, and increase confidence through
positive peer-to-peer and mentor relationships.

Together with our partners and supporters, Mouse is helping students realize
their full potential—and the potential of technology—to learn, lead, and create
for the greater good.
Whatwedo
Howwedoit
Whywedoit
Our brand positioning crystallizes what we stand for, how we’re different, and why
audiences should engage with us. Building on our core strengths, what makes us stand
out relative to peers, and what compels our key audiences (students, educators, and
funders), it focuses on the positive change that Mouse and technology can bring about.

1_What We Stand For
7
Brand behaviors

We open ways to engage.

We design and develop with originality.

We empower for the greater good.
Everything we do at Mouse is guided by our behaviors: a clear, strongly held set of core beliefs
that reﬂect who we are and guides what our audiences can expect from us. Our behaviors carry
through our thoughts and actions every day, drive our commitment to create more diversity in
STEM, to inspire innovation in our programs and content, and to empower all students to create
technology with purpose.

1_What We Stand For
8
Brand voice
Voice
Definition
Guardrails
Open

Our voice amplifies the urgent need for diversity in STEM
and reflects the power of many perspectives to achieve
shared goals. Our stories and experiences strive to open
opportunities and minds, inviting our audiences to join in
and take action.

We are...
Diverse
Upli ing
Progressive
But not...
Unfocused
Sentimental
Extreme
Original

Our voice is fresh, authentic and inspiring—it reflects our
original programs and content that help students think about
and resolve real issues in smart and fun ways. Our stories and
experiences are dynamic, imaginative and interactive.

We are...
Dynamic
Creative
Innovative
But not...
Frenetic
Impractical
Reckless
Bold

Our voice is clear, confident and passionate, empowering
students to rise to challenges and bravely create and use
technology for the greater good. We choose words and
imagery with intention and always to inspire fresh ideas
and fierce action.
We are...
Purposeful
Fearless
Inspiring
But not...
Unbending
Brash
Lo y
Our brand voice guides the tone and personality of all our visual and verbal
communications — it informs everything we express through words and pictures.

1_What We Stand For
9
About Mouse line
Our About Mouse line helps communicate who we are, what we stand for, and why
audiences should care about us in a clear, succinct, and compelling way. When space
is limited and time is of the essence, use one of the following statements to help quickly
and simply express our brand.

Mouse is a national youth development nonproﬁt
that empowers all students to create with technology
to solve real problems and make meaningful change
in our world.
Mouse empowers all students to create with
technology to solve real problems and make
meaningful change in our world.
Version1
Version2

1_What We Stand For
10
Tagline
Our tagline is a simple, memorable line that encapsulates the essence of our brand.
It underscores our commitment to empowering all students to create with technology
to solve real problems and make meaningful change in our world.

Technology with Purpose

12
Introduction
The Mouse visual system is open, original,
and bold, reflecting a brand that can inspire
fresh ideas and action. The core elements —
our dynamic system and logo, approachable
typeface, vibrant color, and action-oriented
imagery — may be used in a variety of ways,
offering both the framework and flexibility for
a wide range of applications and audiences.

13
Kit of parts
The Mouse visual system starts with the kit of parts. From the heart to the 3D printer and
the LED light to the coding language, the kit consists of elements that best represent our
programming, content, and brand purpose. The kit is made up of ﬁve key categories:
1. basic shapes, 2. objects, 3. electrical components, 4. mechanical elements,
5. coding language.
1.
2.
3.
4.
5.

14
Typography
Primary typeface
Our primary typeface is Basetica.
It reinforces our identity as open and
bold and gives our words a distinctive
look and feel even before someone
reads our text. It comes in variety of
weights, oﬀering ﬂexibility for a wide
range of applications and audiences.

Our typeface is a vital ingredient
in representing the Mouse brand
consistently and should be used for
all our internal and external materials.
Basetica Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!”S%§&?()=?
Basetica Light Italic
1234567890!”S%§&?()=?
Basetica Regular
1234567890!”S%§&?()=?
Basetica Regular Italic
1234567890!”S%§&?()=?
Basetica Bold
1234567890!”S%§&?()=?
Basetica Bold Italic
1234567890!”S%§&?()=?
Basetica Black
1234567890!”S%§&?()=?
Basetica Black Italic
1234567890!”S%§&?()=?

15
Typography
Electronic typeface
Our electronic typeface is Arial. Like
our primary typeface, Basetica, Arial is a
clean sans-serif font that is available on all
computers and applications. It upholds
our open and bold brand a ributes.

For online applications or instances
in which our primary typeface is not
available, use Arial. Examples of these
applications include Google Docs,
online applications that use HTML
text, and e-mail.

Arial
1234567890!”S%§&?()=?
Arial Italic
1234567890!”S%§&?()=?
Arial Bold
1234567890!”S%§&?()=?
Arial Bold Italic
1234567890!”S%§&?()=?

16
Color pale e
Primary and secondary colors
The Mouse color pale e is inspired by RGB — the core colors of red, green, and blue that, when added together, help bring
photography, technology, and other electronic systems to life. In addition to the kit of parts and typography, our fresh color
pale e helps express the vibrancy and creativity of our brand. Therefore, it is important to be consistent and use only the
colors that we’ve chosen as part of our brand. Pantone (PMS), CMYK, RGB and Web hexadecimal colors are provided below.

Blue

PMS Blue C
C 100 M 97 Y 3 K 3
R 0 G 15 B 159
# 000f9f
Green

PMS Green C
C 100 M 0 Y 64 K 0
R 0 G 168 B 136
# 00a888
Cool Grey

PMS Cool Grey 8C
C 0 M 0 Y 0 K 60
R 109 G 110 B 113
# 6d6e71
Primary colors
Our primary brand colors are bright red and
black. Branded applications that represent the Mouse
organization (e.g., mouse.org, stationery, fundraising
materials, etc..) should mainly employ these colors.
Secondary colors
Our secondary colors are blue, green, and cool grey. They
complement our primary colors on more consumer-facing
applications that are geared towards students and educators
(e.g., start-up kit, posters, t-shirts, etc.). The secondary colors can
also be used to help illustrate characters that are used in designs
for organization materials.

17
Characters
Character creation
The Mouse visual system is dynamic, imaginative, and interactive, much like the
programming and content we develop and the original creations that Mouse
students make. Our kit of parts allows for that creativity to come through —
with custom-built, story-driven characters. With elements from the kit, you can
create something wholly original, wholly Mouse. No more than ﬁve elements are
recommended for each character. With a multitude of possible combinations,
you can use your imagination and have fun.

18
Characters
Character creation – examples
Following the rules for character creation, here are some good
examples of characters that use various elements from the kit of parts.

19
Characters
Character creation – things to avoid
Ensure characters have a purpose, tell a clear story, and respect the integrity
of our brand. Here are some things to avoid when creating characters.
Do not create characters
without any symmetry.
Do not use too
many elements.
Do not use colors that are not
part of our color pale e.
Do not pull apart
individual elements.
Do not distort.
Do not alter the ﬁll or
apply diﬀerent textures.

20
Logo
Primary organization logo
Our logo says a lot about who we are and what we stand for. Which is
why it’s fresh, original, and bold. It celebrates our creativity and innovation,
and our belief in technology as a force for good.

Our custom logo comprises the wordmark, underscore, and character.
The wordmark is treated in our primary typeface Basetica, with the
lowercase le erforms serving as an approachable invitation to participate.
The underscore, which connects our wordmark and character, punctuates
the importance of our mission and suggests a future rich with possibilities.
The character that best represents our brand is the gear. In bright red,
it symbolizes how Mouse is an engine for creativity and signiﬁes that
we’re always striving to make the world work be er. The raised right
arm highlights that we’re active participants in our community, with the
positive sign serving as an important reminder of our positive impact.

Mouse in Text
In wri en form, the Mouse name is in title case: Mouse.

Wordmark
Character
Underscore

21
Logo
Primary organization logo – variations
Below are the only acceptable versions
of our logo. Each version has a speciﬁc
purpose and should not be used in ways
other than listed.

Preferred version:
Full-color (PMS/CMYK/RGB)
The full-color version of the logo is
the preferred version and, whenever
possible, should be used on all
branded materials.

Alternate versions:
Black
In some circumstances, our logo can
be used in black, e.g., on simple, text-
based communications and when
only greyscale printing is available.

Knockout (white)
The knockout version is for use on a
dark background or photograph. When
using this version you must ensure that
the background color or photograph is
dark enough to provide enough
contrast for clarity and legibility.

Full-color logo
Black logo
Knockout logo

22
Logo
Primary organization logo – clear space, proportion size, and minimum size
Our logo makes a statement. It is
fresh, original, and bold: it is uniquely
Mouse. Follow the recommendations
here to ensure that our logo
communicates consistently
across all applications.

Clear Space
Keep the logo clear of competing text,
images, and graphics by maintaining the
minimum amount of clear space, equal
to the size of the lowercase “m” of the
mouse logo on all sides.

Proportion size
The character needs to ﬁt in the space
to the right of the underscore. It is equal
to 3 “m” in height and 3 “m” in width,
minus the underscore on the
bo om le side.

Minimum size
Keep the logo legible by always
using it in sizes equal to or greater
than 0.125” high for print, and 20px
high for digital applications.
Clear space is equal to
the size of the lowercase
“m” on all sides.
Minimum height
for print: 0.125”
Minimum height
for digital: 20px

23
Logo
Primary organization logo – web icons
For web and social media applications
where space is limited, use the
character and gear icon to best
represent the Mouse brand.

Favicon
Use the gear as the Mouse favicon —
the small icon displayed in the browser's
address bar (sometimes in the history
as well), and next to the page's name in
a list of bookmarks. The minimum size
for favicon is 16 x 16px.

Social media icon
For social media such as Facebook and
Twi er, use the gear character from our
primary organization logo. The minimum
size for social media Icon is 48 x 48px.
Favicon
16 x16px
Social media icon
48 x 48px

24
Logo
Dynamic organization logos
Our organization logo has the opportunity
to be dynamic in web and electronic
applications where the characters can
actively change. Our dynamic organization
logos comprise of the heart and circuit
characters and can alternate with the
gear from the primary organization logo.
Across all three characters, the positive sign
is a common theme that communicates
the essence of our brand: technology
with purpose.

For clear space, proportion size, and
minimum size, please refer to page 22
for the rules and parameters.

Primary organization logo
Dynamic organization logo
Dynamic organization logo

25
Logo
Affiliate partner logos
To build equity to the overarching
Mouse brand, it is important
to communicate our logo
consistently across markets.

For our affiliate partners, use the
primary organization logo with a
modifier line to highlight the market/
geography underneath the wordmark.
The line should be treated as text in
Basetica Light and in a smaller font size.

26
Logo
Sub-brand logos
Our sub-brand logos represent the
signature modules or curriculum from
Mouse. In the same style and format as
our organization logos, the sub-brand
logos comprise of the wordmark,
underscore, character, and Mouse
endorsement line.

Each character is made up of elements
that best represent their respective
modules — the LED light for Garage
Robotics, the game controller with the
positive sign for Serious Games, and the
leaf with circuitry for Green Tech.
Wordmark
Character
Underscore
Endorsement

27
Logo
Sub-brands – variations
Below are the only acceptable versions of our sub-brand logos. Each version
has a speciﬁc purpose and should not be used in ways other than listed.

Full-color logo
Black logo
Knockout logo
Preferred version:
Full-color (PMS/CMYK/RGB)
The full-color sub-brand logos are
preferred and, whenever possible,
should be used on all branded materials.
Alternate versions:
Black
In some circumstances, our sub-brand
logos can be used in black, e.g., on
simple, text-based communications and
when only greyscale printing is available.

Knockout (white)
The knockout versions are for use on dark
backgrounds or photos — ensure they
are dark enough to provide suﬃcient
contrast for clarity and legibility.

28
Logo
Sub-brands – clear space, proportion size and minimum size
Follow the recommendations here
to ensure that our sub-brand logos
communicate consistently across
all applications.

Clear Space
Keep the logo clear of competing text,
images and graphics by maintaining the
minimum amount of clear space, equal
to the size of the lowercase “m” on
all sides.

Proportion size
The character needs to ﬁt in the space
to the right of the underscore. It is equal
to 3 “m” in height and 3 “m” in width,
minus the underscore on the bo om
le side.

Minimum size
Keep the logo legible by always
using it in sizes equal to or greater
than 0.125” high for print, and 20px
high for digital applications.

29
Logo
Program logos
Mouse Design League and Mouse Squad
are signature programs of Mouse. Both
exemplify how we are empowering all
students to create technology with
purpose, and it is essential that we
visually express the importance and
distinction of our programs.

For our program logos, use the primary
organization logo with the program name
underneath the wordmark. The program
name is treated as text in Basetica Bold in
our primary color red, scaled to ¾ height
of “m”.

30
Logo
Things to avoid
Our logos stand for who we are. They are recognizable, full of character, and always consistent.
As such, they should not be altered under any circumstances. Here are some examples of things
to avoid when using our logos.
Do not alter the font case.
Do not change the font.
Do not outline the logo.
Do not change the
logo’s proportions.
Do not add drop shadows
or other eﬀects.
Do not change the wordmark and
character size relationship.
Do not change the colors.
Do not place the logo
in a holding shape.
Do not crop the logo.

31
Photography
Imagery categories – individual students
Our imagery tells our story. It represents a diversity of students and communities we serve, and the positive
impact we make. Imagery of individual students should be active and showcase them creating things and
demonstrate their optimism and enthusiasm.

32
Photography
Imagery categories – groups of students
Similarly, groups of students should highlight teamwork, a diverse set of teens working together with purpose
to solve real world problems in smart and fun ways.

33
Photography
Imagery categories – objects
Our third imagery category is objects — close-up photography of the parts and pieces that students are
working with to create original designs. The intricacies and details showcase the innovation and creativity
we spark within students.

34
Photography
Things to avoid
Our imagery shows who we are and helps us connect with our audiences. So don’t just fall back on safe and traditional
stock shots: explore and ﬁnd authentic photographs that best represent Mouse. Here are some examples of things to
avoid when choosing photography.
Avoid improbable or unrealistic vantage
points and images that do not seem
like genuine “captured moments.”
Avoid images where people
look disengaged and that
do not feel purposeful.
Avoid images that over-index in
one ﬁeld and do not showcase
the diversity in STEM.
Avoid images with people with extreme
facial expressions, or anything that feels
disingenuous and looks unrealistic.
Avoid images where people
feel posed, even when not
facing the camera.
Avoid extreme juxtapositions of
foreground and background.

36
Introduction

The notional applications on
the following pages demonstrate
our visual identity system across
a spectrum of communications.
Use these examples as inspiration
for implementing our brand.

37
Design inspiration
Website home page

38
Design inspiration
Le erhead

39
Design inspiration
Business card

40
Design inspiration
Why Mouse card

41
Design inspiration
About Mouse card

42
Design inspiration
Mouse story

43
Design inspiration
Posters

44
Design inspiration
Start-up kit and t-shirt

45
Design inspiration
Stickers

For more information contact:
Susan Schwartz
Communications Director
646 574 1014
susan@mouse.org

Mouse Brand Identity Guidelines

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