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1 Brand Style Guide v
2 Overview Table of Contents This document is designed to maintain the integrity of Sidney R. Baer, Jr. s legacy and ensure the strength of The Sidney R. Baer Jr. Foundation brand. Contained within are guidelines meticulously crafted to enable accurate and consistent communication about The Sidney R. Baer Foundation in a public-facing context. Deviating from this governing document is strongly discouraged, however, as The Sidney R. Baer Foundation continues to evolve and serve future generations, adding additional rules and regulations is encouraged. Value Proposition and Key Messaging... 1 Colors... 2 Typography... 3 Imagery... 4 The Logo... 5 Logo Governance and Clear Space Contact Information... 8
3 By honoring the vibrant legacy of a man who independently surmounted the challenges of living with Schizophrenia, The Sidney R. Baer, Jr. Foundation perpetuates the accomplishments of deserving organizations working to stimulate education, research, and direct care in the mental health field. Key Messaging History and future carry equal weight for The Sidney R. Baer, Jr. Foundation. It is because of Sidney R. Baer, Jr. s legacy that future progress can be made in the field of mental health Whenever possible, use examples from Sidney R. Baer, Jr. s history to demonstrate the value of current initiatives. Humanity is key for The Sidney R. Baer, Jr. Foundation. Grant recipients will have an impact on the lives of individuals. Sidney R. Baer, Jr. is an individual whose life has made the instances of impact possible. When addressing the topic of mental illness, The Sidney R. Baer, Jr. Foundation uses language that focuses on opportunities (rather than challenges). There are times when mental illness can be incredibly isolating and present massive challenges and this should not be ignored. However, The Sidney R. Baer, Jr. Foundation celebrates the people and organizations who overcome the stigma of mental illness by providing a support that Sidnery R. Baer, Jr. himself never directly received. The voice and tone of the brand embodies the voice and tone of Sidney R. Baer, Jr. Traditional, Emotional, Friendly, Masculine, Vibrant, Organic, Relaxed When addressing the topic of grant recipients, The Sidney R. Baer, Jr. Foundation is attempting to create an impression of exclusiveness. Language should focus intensely on the accomplishments of recipient organizations and individuals. The exclusivity of these organizations is borne out of a desire to do good. Only those that truly emulate the generous spirit of Sidney R. Baer, Jr. the man, can receive a grant. Brand Style Guide Value Proposition and Key Messaging 1
4 Baer Blue (Primary) PANTONE SOLID COATED 2766 C #141B4D RGB(20, 27, 77) Colors Baer Blue (Secondary) The Sidney R. Baer, Jr. Foundation brand identity color scheme centers around Baer Blue. It should only be used in primary branding applications (The Baer Logo) to distinguish it from all other available shades and tints as well as the available support colors Baer Light Blue, Baer Green and Baer Purple. All colored text or collateral should use the support colors, shades and tints. Color should be used sparingly with white being dominant. Black should be displayed at 85% tint (print applications) or # (on screen). PANTONE SOLID UNCOATED DARK BLUE U # RGB(68, 71, 148) Baer Green PANTONE SOLID COATED 7724 C #00946D RGB(0, 148, 109) Baer Purple PANTONE SOLID COATED 2627 C #3E1051 RGB(62, 16, 81) Brand Style Guide Colors 2
5 DISPLAY TYPEFACE IS GOTHAM BOOK CAPITALIZED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Typography The Sidney R. Baer, Jr. Foundation typography was chosen to be timeless, modern and most importantly, versatile. All supporting fonts are web-first and freely available. The Display font Gotham is a geometric sansserif digital typeface designed by American type designer Tobias Frere-Jones in Gotham s letterforms are inspired by a form of architectural signage that achieved popularity in the midtwentieth century, and are especially popular throughout New York City. Gotham has a relatively broad design with a reasonably high x-height and wide apertures. Montserrat Bold (Headings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Montserrat Regular (Subheadings) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PT Sans Italic (Callouts) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PT Sans (Body) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brand Style Guide Typography 3
6 Imagery All imagery for The Sidney R. Baer, Jr. Foundation should feel positive and bright. Refrain from using dull or muted colors. All photography with people should have more than one person in the frame. Brand Style Guide Imagery 4
7 Main Logo Stacked The Logo Sidney R. Baer, Jr. s signature was chosen as the brandmark and should only be displayed in black, white, or Baer Blue. Alternate Logo Horizontal Brand Style Guide Logo Options 5
8 Don t add pattern or color overlays. Don t add effects drop shadows, strokes, etc. Logo Governance Use only approved versions of the logo and brandmark. Don t stretch, skew or rotate the logo. Don t change fonts. Don t stretch or skew the logo. Don t place over busy backgrounds. Brand Style Guide Logo Governance 6
9 1.5" 1.5" 3" 3" Logo Clear Space Leave room to breathe around the logo. The clear space should be ½ the width away from a square bounding box surrounding the primary logo (when it s not in its blue branded box). The horizontal version of the logo should have horizontal padding equal to the height of the logo and vertical padding equal to half of that. 1".5" Brand Style Guide Logo Clear Space 7
10 Main Contact Information CAROL A. EAVES Personal Trust Associate The Private Client Reserve U.S. Bank 10 N. Hanley Road Clayton, MO o: (314) f: (844) Brand Style Guide Contact Information 8
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