BRAND GUIDELINES
Welcome to the team! TOGETHER, WE WILL TURN MOTIVATED GIRLS INTO UNSTOPPABLE WOMEN. Play Like a Girl is a nonprofit organization dedicated to empowering girls ages 9-13 to reach their full potential. Our mission is to give girls an opportunity and in many cases, their only chance to participate in sports, physical activity and active play. We believe when girls are given the chance to play on a team, they become women who have the confidence to stand on their own. This brand book should motivate you to play on our team, while explaining the core of what makes Play Like a Girl unique and important. If you have any questions along the way, please ask it s our job to make you unstoppable, too: info@iplaylikeagirl.org. 2
Contents Brand Authenticity Vision Mission PAGE 4 PAGE 5 PAGE 6 Tagline & Tone Values Visual Identity PAGE 7 PAGES 8 PAGE 9-13 Typography Color Patterns PAGE 14 PAGES 15-17 PAGE 18 Illustrations Photography Application PAGE 19 PAGES 20 PAGES 21-24 3
Brand Authenticity Girls given the opportunity to play on a team become women who have the confidence to stand on their own. 4
PLAY LIKE A GIRL BRAND GUIDELINES Vision We envision a world where all girls have the confidence and opportunity to become unstoppable women. 5
PLAY LIKE A GIRL BRAND GUIDELINES Title Mission Play Like a Girl is a national 501(c)3 charitable organization founded in 2004. Our mission is to ensure that every girl reaches her full potential by providing girls ages 9-13 an opportunity and in many cases, their only chance to participate in sport and physical activity. 6 We endeavor to harness the natural properties of sport to propel young women into competitive, male-dominated careers especially those at the intersection of science, technology, engineering, mathematics (STEM) and sports. We offer programs and resources designed to transform girls motivation into an I am unstoppable attitude. It is our goal to help girls everywhere find the courage to do things beyond the field of play that they never thought possible. We believe that girls given the opportunity to play on a team become women who have the confidence to stand on their own.
PLAY LIKE A GIRL BRAND GUIDELINES Tagline & Tone TAGLINE Inspiring play. Unlocking potential. TONE Confident Brave Tenacious Empowering Active Bold 7
PLAY LIKE A GIRL BRAND GUIDELINES Title Values COMMITMENT Play Like a Girl pledges its loyalty to girls in the game no matter how long it takes or how great the challenges that arise. RELEVANCE Play Like a Girl promises programs and information that are proven, compelling and easy to fit into any girl s life. INCLUSIVITY Play Like a Girl believes that every girl has the right and ability to live a happy and healthy life, regardless of her circumstance. COLLABORATION Play Like a Girl recognizes the power of women helping women, girls helping girls and communities rallying together to support a cause. OPTIMISM Play Like a Girl sees the best in every girl and wholeheartedly believes it can transform their motivation to go beyond the field of play. 8
Visual Identity PRIMARY LOGO Our logo incorporates a bold, edgy look that embodies the essence of Play Like a Girl. Inspiring individuality, the design brings a sense of quickness and motion to the mark, mimicking active play. The subtle use of an exclamation mark in the I of G!RL makes our logo custom and ownable, aligning with the energetic and confident tone of the brand. In applications where the Play Like a Girl name is written out as it is in this sentence the legal name should always be used with the a written in lowercase form. The only time the A should be capitalized is when it appears within this trademarked logo lockup. 9
Visual Identity GAMES CORPORATE CUP CLUBS SUB BRAND LOGOS The Play Like a Girl sub brand logos establish a system for all potential sub brands, events and programs in the future. They ensure that the main logo is not overpowered or lost and that all sub brands are part of the same family of brands. CAMP HONORS ALL STARS SUMMIT 10
Visual Identity CLEAR SPACE The clear space around the logo can be measured with the height of the P. Use this guide to ensure no elements of type, image, pattern or graphic are placed too near the logo. SIZING We have set limitations on how small we use our logo. For instance, some logos become unreadable below 40 pixels on screen. Please do not go below 0.75 inches on printed materials. However, there is no maximum size limit. 40 PIXELS 0.75IN 11
Visual Identity CLEAR SPACE The clear space around the secondary mark can be measured with the height of the dot from the exclamation point. Use this guide to ensure no elements of type, image, pattern or graphic are placed too near the mark. The secondary mark, however, can also be used as a graphic element in which cases it may overlap fields of colors and photos. SIZING We have set limitations on how small we use our secondary mark. Please do not go below 0.4 inches on printed materials or below 40 pixels on screen. However, there is no maximum size limit. 40 PIXELS 0.4 IN 12
1. 2. Visual Identity 3. 4. 5. 6. 7. 8. 13
Typography PROXIMA NOVA FAMILY DISPLAY AND TEXT, ONLINE OR IN PRINT BOLD BOLD ITALIC REGULAR ITALIC ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DISPLAY, SUB-BRANDS BLACK ABCDEFGHIJKNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 EXTRA CONDENSED BOLD ABCDEFGHIJKNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 14
Color MAIN PALETTE PURPLE R74; G56; B148 C85; M95; Y0; K0 YELLOW R235; G224; B18 C12; M2; Y100; K0 MINT R181; G222; B199 C33; M0; Y28; K0 Our color palette consists of Purple, Yellow, Mint, Poppy and Soft Peach. These colors were primarily chosen for their liveliness and friendliness, while not being overtly girly. They grab your attention and feel active without being annoying or obnoxious. POPPY R237; G61; B36 C0; M95; Y100; K0 SOFT PEACH R250; G209; B194 C0; M22; Y20; K0 BLACK WHITE 15
Color GAMES CORPORATE CUP CLUBS SUB BRAND LOGOS Each sub brand logo is given a primary color from the Play Like a Girl palette as its main color. The sub brand is always treated in black on light backgrounds and white on dark backgrounds. Each sub brand can use all colors within the Play Like a Girl palette, but should maintain its assigned color as the most-used color in all executions. The color assignments are as follows: Games - Poppy Corporate Cup - Poppy Clubs - Purple Camp - Soft Peach Honors - Black All Stars - Mint Summit - Yellow CAMP HONORS ALL STARS SUMMIT 17
Pattern Our custom patterns mimic the handwritten quality of the logo while giving the brand multiple graphic assets to work with. There are four different patterns to use, but all should be treated as secondary visual elements used to enhance a look. As seen in the examples on pages 2 and 21, the patterns are used as an accent. 18
Illustrations We used the same hand-drawn style as the brand patterns for our custom brand illustrations. There are ten different illustrated girls available for use, reflecting the diversity of the Play Like a Girl audience, and like the patterns, all of these illustrations should be treated as secondary visual elements used to enhance a design. Refer to the example on page 2 where the illustrations are used as an accent. Additionally, it s important to note that these illustration elements are subject to change over time as the Play Like a Girl audience grows and evolves. 19
Photography Photography for Play Like a Girl should feature girls in action, showing movement within a real environment outdoors. If the photos must be taken in a studio or without movement, they should be from an interesting vantage point or unexpected angle and/or cropped in a compelling way. Photos should always be well lit with natural light and in color, nothing should be dark or grungy. Never use photos where the girls look staged or posed. Imagery should show the raw, real emotion of the subject. Group shots done in the studio should never be used as one of the main photos, but may be used on the back of pieces or in support of other action shots. 20
Application STATIONERY Using our color palette and custom patterns, we wanted to make sure our stationery had the liveliness and activity that our organization encourages. 21
Application PRINTED PIECES When designing pieces for Play Like a Girl, it s important to utilize all the brand elements. Overlaying color, shapes, patterns and photos ties a design together and makes it feel on brand. Patterns should always be a supporting element and never overwhelm copy or a photo. 22
Application SOCIAL CHANNELS On more mobile based social platforms where the profile photo is small and cannot be enlarged, like Instagram, the Play Like a Girl logo will be represented by the exclamation mark. On social channels where the icon remains larger like Twitter or Facebook, the Play Like a Girl logo can be represented in full, contained in a circle. We ve shown the logo here in white on purple, but as you saw on the logo spread there are multiple color combinations that could work in this environment. 23
Application 24
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