The document provides branding guidelines for Set to Go, including specifications for the logo, color palette, typography, graphic elements, iconography, and photography. It details logo variations and proper uses, minimum size requirements, clear space around the logo, and web icon versions. The introduction states the visual identity conveys growth, possibilities, agency, and action through complementary elements that offer both structure and flexibility.

1. SET TO GO
Brand Guidelines
August 2015

2. 2
Set To Go Brand Guidelines
Introduction.............................................................3
Logo...........................................................................4
• Variations.....................................................................................5
• Clear Space..................................................................................6
• Proportion Size...........................................................................7
• Minimum Size..............................................................................8
• Web Icons.....................................................................................9
• Logotype....................................................................................10
Color Palette...........................................................11
Table of Contents
Typography.............................................................12
Graphic Elements..................................................13
Iconography...........................................................14
Photography...........................................................15
Design Inspiration.................................................16
• Website Homepage..................................................................17
• Postcard......................................................................................18
• T-shirt..........................................................................................19
• Checklist.....................................................................................20

3. 3
Set To Go Brand Guidelines
The Set to Go visual identity system is complementary to the JED brand.
It conveys growth and possibilities and inspires a sense of agency and
action. The core elements — the logo, colors, typeface, graphics and
imagery — may be used in a variety of ways, offering both the framework
and flexibility for a wide range of applications and audiences.
Introduction

4. 4
Set To Go Brand Guidelines
Our logo signals who we are and
what we stand for. Which is why it’s
confident, directive and motivating.
The letterforms treated in
all caps convey confidence,
while the rounded edges help
provide balance and serve as
an approachable invitation to
participate. The three concentric
arrows, from light to dark green,
represent growth and progression,
and best symbolizes Set to Go
as the go-to resource on social,
emotional and mental health
related topics for teens and young
adults.
The horizontal version of our logo is
the preferred version. When space
is limited and the application calls
for a more compact design, use the
vertical version of our logo.
Set to Go in Text
In written form, the Set to Go name
is in title case: Set to Go.
Logo
Vertical LogoHorizontal Logo
Stress Check:
Signs of a Problem
Student Edition: Your College Emotional Health Guide
While some degree of stress is often associated with
the transition to college, too much stress can lead to
unhealthy and potentially serious physical and
emotional consequences. If any of these warning signs
persist over a series of weeks or interfere with your – or
someone you know’s – ability to function, it’s important
to reach out for help.
• Changes in sleep patterns (taking longer to fall asleep, waking up tired,
not feeling well rested) • Changes in eating patterns
• Increased frequency of headaches
• More short-tempered than usual
• Recurring colds and minor illness
• Frequent muscle ache and/or tightness
• More disorganized than usual
• Increased difficulty in task completion
• A greater sense of persistent time pressure • Increased generalized
frustration and anger
Stress Check:
Signs of a Problem
Student Edition: Your College Emotional Health Guide
While some degree of stress is often associated with
the transition to college, too much stress can lead to
unhealthy and potentially serious physical and
emotional consequences. If any of these warning signs
persist over a series of weeks or interfere with your – or
someone you know’s – ability to function, it’s important
to reach out for help.
• Changes in sleep patterns (taking longer to fall asleep, waking up tired,
not feeling well rested) • Changes in eating patterns
• Increased frequency of headaches
• More short-tempered than usual
• Recurring colds and minor illness
• Frequent muscle ache and/or tightness
• More disorganized than usual
• Increased difficulty in task completion
• A greater sense of persistent time pressure • Increased generalized
frustration and anger
Vertical LogoHorizontal Logo
Stress Check:
Signs of a Problem
Student Edition: Your College Emotional Health Guide
While some degree of stress is often associated with
the transition to college, too much stress can lead to
unhealthy and potentially serious physical and
emotional consequences. If any of these warning signs
persist over a series of weeks or interfere with your – or
someone you know’s – ability to function, it’s important
to reach out for help.
• Changes in sleep patterns (taking longer to fall asleep, waking up tired,
not feeling well rested) • Changes in eating patterns
• Increased frequency of headaches
• More short-tempered than usual
• Recurring colds and minor illness
• Frequent muscle ache and/or tightness
• More disorganized than usual
• Increased difficulty in task completion
• A greater sense of persistent time pressure • Increased generalized
frustration and anger
Stress Check:
Signs of a Problem
Student Edition: Your College Emotional Health Guide
While some degree of stress is often associated with
the transition to college, too much stress can lead to
unhealthy and potentially serious physical and
emotional consequences. If any of these warning signs
persist over a series of weeks or interfere with your – or
someone you know’s – ability to function, it’s important
to reach out for help.
• Changes in sleep patterns (taking longer to fall asleep, waking up tired,
not feeling well rested) • Changes in eating patterns
• Increased frequency of headaches
• More short-tempered than usual
• Recurring colds and minor illness
• Frequent muscle ache and/or tightness
• More disorganized than usual
• Increased difficulty in task completion
• A greater sense of persistent time pressure • Increased generalized
frustration and anger
Horizontal logo Vertical logo

5. 5
Set To Go Brand Guidelines
Below are the only acceptable
versions of the Set to Go 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 dark backgrounds or photos
— ensure they are dark enough to
provide sufficient contrast for
clarity and legibility.
Logo – Variations
Horizontal logo – Full-color
Horizontal logo – Black
Horizontal logo – Knockout (white)
Vertical logo – Full-color
Vertical logo – Black
Vertical logo – Knockout (white)

6. 6
Set To Go Brand Guidelines
Keep the logo clear of competing
text, images or graphics by
maintaining the minimum amount
of clear space, equal to the height
of the text as shown by the X.
Logo – Clear Space
X
X

7. 7
Set To Go Brand Guidelines
The logo text and elements should
remain in proportion to one
another. The text height will be
represented as a height of X. The
arrow will be length of 2X and width
of 2X. A space of ½X will separate
the arrow from the name as well as
lockup below. The lockup will be a
length of 5X and a height of ½X.
Logo – Proportion Size
2X
5X
X
1/2 X
X
1/2 X
1/2 X
X
2X 5X
1/2 X
1/2 X
1/2 X

8. 8
Set To Go Brand Guidelines
Keep the logo legible by always
using it in sizes equal or greater
than 0.25” high for print or 25px
high for digital applications.
Logo – Minimum size
A JED PROGRAM
No maximum size
for Set To Go logo
Minimum height 0.25” Minimum height 0.25”
Print
Print
Minimum height 25px”
Web
Web
Minimum height 25px”
A JED PROGRAM
No maximum size
for Set To Go logo
Minimum height 0.25” Minimum height 0.25”
Print
Print
Minimum height 25px”
Web
Web
Minimum height 25px”
A J
No maximum size
for Set To Go logo
Minimum height 0.25”
Print
Web
Minimum height 25px”
A JED PROGRAM
Minimum height 0.25”
int
Print
Minimum height 25px”
Web
eb
A JED PROGRAM
No maximum size
for Set To Go logo
Minimum height 0.25” Minimum height 0.25”
Print
Print
Minimum height 25px”
Web
Web
Minimum height 25px”
Minimum
height 0.25”
No maximum size
for Set To Go logo
Minimum
height 25px

9. 9
Set To Go Brand Guidelines
For web and social media
applications, use the arrow to best
represent the Set to Go brand.
Social media icon
For social media such as Facebook
and Twitter, the minimum size for
the arrow is 32 x 32px.
Favicon
The favicon is 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 the favicon is
16 x 16px.
Logo – Web Icons
Favicon for Set To Go 16x16px
Social media icon for Set To Go 32x32px
Set To Go
Non-Profit Organization
settogo.com
Favicon for Set To Go 16x16px
Social media icon for Set To Go 32x32px
Set To Go
Non-Profit Organization
settogo.com
Favicon for Set To Go 16x16px
Social media icon for Set To Go 32x32px
Set To Go
Non-Profit Organization
settogo.com
Favicon for Set To Go 16x16px
Social media icon for Set To Go 32x32px
Set To Go
Non-Profit Organization
settogo.com
Social media icon for Set to Go 32 x 32px
Favicon for Set to Go 16 x 16px

10. 10
Set To Go Brand Guidelines
The logotype version of the
Set to Go logo does not include
the iconic arrow. It is only to be
used in situations where the arrow
is prominently featured as a
graphic element in application.
This version of the logo should be
used sparingly.
Logo – Logotype
Logotype

11. 11
Set To Go Brand Guidelines
The Set to Go color palette is
optimistic and vibrant, and helps
bring our communications to life.
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.
Primary colors
Our primary brand colors are three
unique shades of green. From
light to dark, the greens represent
growth, strength and health.
Secondary colors
Our secondary colors are black
and grey and should be used to
complement our primary colors in
application.
Color Palette
PMS 345C
C 42 M 0 Y 41 K 0
R 150 G 209 B 171
#96d1ab
PMS 7731C
C 85 M 24 Y 93 K 9
R 32 G 134 B 72
#208648
PMS 361C
C 74 M 3 Y 100 K 1
R 66 G173 B71
#42ad47
C 50 M 40 Y 40 K 100
R 0 G 0 B 0
#000000
C 0 M 0 Y 0 K 60
R 128 G 130 B 133
#808285

12. 12
Set To Go Brand Guidelines
Our primary typeface is
Source Sans Pro. It’s both bold
and approachable, and gives our
words a distinctive look and feel
even before someone reads our
text. It comes in a variety of weights,
offering flexibility for a wide range
of applications and audiences.
Our typeface is a vital ingredient in
representing the Set To Go brand
consistently and should be used
for all our internal and external
materials.
Typography
Source San Pro — Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$#$%^&*()
Source San Pro — Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$#$%^&*()
Source San Pro — Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Source San Pro
Source San Pro — Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$#$%^&*()
Source San Pro — Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$#$%^&*()
Source San Pro — ExtraLight
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

13. 13
Set To Go Brand Guidelines
The arrow in our Set to Go logo
conveys growth in confidence,
growth in health, growth in self and
serves as the core graphic element
of our visual system. It can be used
dynamically as a graphic element
in design. The arrow can be used
by itself at full size, or cropped and
zoomed in to focus on a section of
the arrow. To the right are several
examples showing proper use.
Graphic Elements

14. 14
Set To Go Brand Guidelines
Our iconography uses graphics
or symbols to help represent
ideas and convey information in
ways that are simple and visually
appealing. Each icon takes on the
same color treatment as the arrow
in the Set to Go logo. From the
center out, the colors radiate from a
light to dark green.
Iconography
COLLEGE IN
PERSPECTIVE
MENTAL HEALTH &
SUBSTANCE ABUSE
LITERACY
COLLEGE IN
PERSPECTIVE
SOCIAL &
EMOTIONAL SKILLS
AL HEALTH &
TANCE ABUSE
ACY

15. 15
Set To Go Brand Guidelines
Our photography helps express our
brand and showcase the teens and
young adults we serve. Imagery
should be of individuals and or of
groups that feel positive, hopeful
and authentic. Avoid safe and
traditional stock photos that are
posed and appear disingenuous.
Photography

16. 16
Set To Go Brand Guidelines
The notional applications on the following pages demonstrate the
Set to Go visual identity system across a spectrum of communications.
Use these examples as inspiration for implementing the brand.
Design Inspiration

17. 17
Set To Go Brand Guidelines
Website Homepage
College in
perspective Basic life skills
Social &
emotional skills
Mental health &
substance abuse
literacy
The transition:
adjusting to
college life
>> I would like to learn more about
Your roadmap to emotional health
and wellness at college starts here
ARE YOU
SET TO GO?
For demonstration purposes only

18. 18
Set To Go Brand Guidelines
Postcard
Take
Action
For demonstration purposes only

19. 19
Set To Go Brand Guidelines
T-shirt
For demonstration purposes only

20. 20
Set To Go Brand Guidelines
Checklist
Stress Check:
Signs of a Problem
Student Edition: Your College Emotional Health Guide
While some degree of stress is often associated with
the transition to college, too much stress can lead to
unhealthy and potentially serious physical and emotional
consequences. If any of these warning signs persist over
a series of weeks or interfere with your – or someone you
know’s – ability to function, it’s important to reach out
for help.
• Changes in sleep patterns (taking longer to fall asleep, waking up tired,
not feeling well rested) • Changes in eating patterns
• Increased frequency of headaches
• More short-tempered than usual
• Recurring colds and minor illness
• Frequent muscle ache and/or tightness
• More disorganized than usual
• Increased difficulty in task completion
• A greater sense of persistent time pressure • Increased generalized
frustration and anger
For demonstration purposes only

21. For more information contact:
Alexa White
212-647-7544
awhite@jedfoundation.org