Brand Voice Document

1. StandUp for Youth
Brand Identity
Guidelines
How we can work together, stay true to
our mission, and always stay consistent

2. INTRODUCTION
BRAND IDENTITY GUIDELINES 1StandUp for Youth
Brand Identity —
The Way We See It
Our ‘brand role’ is a simple and powerful statement that guides
everything we do. Including how we look, think and relate
ourselves to the world.
How?
A supportive document that helps to
illustrate to others the design standards for
the StandUp for Youth.
The purpose of brand identity is to highlight
the mission of StandUp for Youth and to be
sustained through donor giving and
volunteer help. We keep our brand friendly,
approachable, and inspiring.
Why?
To promote connectivity through friendly,
approachable imagery, voice, tone and
interactions.
What?

3. COLORS
BRAND IDENTITY GUIDELINES 2StandUp for Youth
Primary Colors Secondary Colors
#F0F0FC #6B87F5
RGB (240, 240, 252) RGB (204, 148, 244)
#84FCFC
#FCEC94
#C4ECEC
RGB (132, 252, 252)
RGB (252, 236, 148)
RGB (196, 236, 236)
#FC94A4 #FC94A4
#CC94F4
#19121F
RGB (252, 148,164)
RGB (204, 148, 244)
RGB (25, 18, 31)
Brand & Monochromatic Colors
We brightened things up a bit with our brand colors, we want our
brand to reflect the optomistic future we provide for the youth we
help out.

4. TYPOGRAPHY - Style
BRAND IDENTITY GUIDELINES 3StandUp for Youth
Typographic Style
We care about keeping our typography supportive of our
organization’s mission, while conceptualizing youth and the
importance of lending a helping hand.
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
123456789!@#$%
Permanent marker is childlike or similar to
what a teenager may draw on their notebook.
It is both comforting and fun.
PERMANENT REGULAR AS DISPLAY TEXT 1 OVERPASS EXTRA BOLD AS DISPLAY TEXT 2
AaBbCcDdEeFfGgHhIiJjKkLlMmNnO
oPpQqRrSsTtUuVvWwXxYyZz
123456789!@#$%
Overpass Extra Bold is a typeface which is fun to
read and partners well with Permanent Regular.
This is a perfect attention-grabbing font,
particulary for user actions and buttions.
OVERPASS REGULAR AS BODY TEXT
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
123456789!@#$%
Overpass Regualer is the perfect body text as it
compliments both Overpass Extra Bold and
Permanent. It will be easy to ready on our online
platforms, and it is both friendly and confident.

5. TYPOGRAPHY - Style
BRAND IDENTITY GUIDELINES 4StandUp for Youth
H1 - permanent marker - 60PT
H2 - OVERPASS EXTRABOLD - 36PT
Subtitle - Overpass Regular - 34pt
H3 - OVERPASS EXTRABOLD - 30PT
Subtitle - Overpass Regular - 29pt
H4 - PERMANENT MARKER- 30PT
H5 - OVERPASS EXTRABOLD - 24PT
Subtitle - Overpass Regular - 23pt
H6 - OVERPASS EXTRABOLD - 18PT
Subtitle - Overpass Regular - 16pt
Paragraph - Overpass Regular - 18PT
Quote Style - Overpass Regular Italic- 18PT

6. BUTTONS & INPUTS
BRAND IDENTITY GUIDELINES 5StandUp for Youth
PRESSED
PRESSEDHOVER
Inputs & Text Areas
First name
John
First name
John
Email address
hello@hello
Email address
hello@hello
Identify Actions Easier
We prepared everything for you, so you can create forms and
buttons within seconds.
Buttons
DISABLEDHOVER
DISABLEDHOVER

7. Friendly & Childlike Iconography
Iconography is used throughout the site to navigate and inform
the user of sections to pay close attention to. Aesthetic is childlike
which looks like watercolor paint and markers. Most icons pictured are sourced from
The Noun Project
ICONOGRAPHY
BRAND IDENTITY GUIDELINES 6StandUp for Youth

8. Our Logo is Us
StandUp for Youth’s logo defines our mission to end youth
homelessness. The bright colors and fun font make for an
optimistic future
LOGO
BRAND IDENTITY GUIDELINES 7StandUp for Youth

9. Promoting Giving, Helpful, & Aesthetic
We use cards to promote action on the page from the user to
donate or volunteer time. Crafted Icons and bright colors really
make these stand out.
CARDS
BRAND IDENTITY GUIDELINES 8StandUp for Youth

10. 14
PHOTOGRAPHY STYLE
BRAND IDENTITY GUIDELINES 9StandUp for Youth