Brand GuidelinesVersion 1.0
This branding guide provides a comprehensive collection of resources for the Charles Butt Foundation’s visual identity, including logos, color palettes, typography, illustrations, and other graphic elements. Each resource is thoughtfully organized and easily downloadable, ensuring that you have all the tools necessary to maintain consistency in your projects. Whether you’re designing a digital campaign, print materials, or internal documents, these resources are readily accessible to streamline your workflow.
Proper usage of each resource is critical to preserving the integrity of our brand. The logo section details the appropriate formats, sizes, and clear space requirements for various applications. The color palette includes exact HEX, RGB, and CMYK values to ensure visual consistency across digital and print mediums. The typography guidelines outline font pairings, weights, and sizes for headings, body text, and captions. For illustration and graphic elements, the guide offers examples of appropriate placement, sizing, and context to align with the organization’s visual tone. Each section provides clear dos and don’ts to eliminate guesswork and maintain a professional and cohesive appearance.
To get started, navigate the left sidebar and select the specific resource you need. Each section is conveniently labeled to help you jump ahead, making it easy to find the guidance and assets most relevant to your project.
The Charles Butt signature represents a deep commitment to delivering on a promise of quality and excellence, whether the signature appears on a product or on a foundation. As modest as Charles is, the inclusion of his signature in the Charles Butt Foundation logo signifies the importance he places on this work. This work is personal to Charles, and in turn, it is personal to all of us.
The Charles Butt Foundation primary logo is the main logo to represent the brand. It is used most often and on almost everything, including our website header, business cards, large print collateral, signage, etc.
2-color, light background
Reversed, dark background
2-color, dark background
The logo is presented in primary blue color (PMS 279) whenever possible, and when it works best. When another treatment is required for dark backgrounds, we can reverse-out the logo into white.
The following specifies minimum sizing and spacing around the Charles Butt Foundation logo to provide for sufficient recognition and legibility. The height of the ‘FOUNDATION’ is used as a measure. For the logo, 2x is the minimum clear area on all sides.
The stacked logo is a vertical variable of our primary logo to be used when the primary logo’s horizontal format would not work well in particular environments, such as social media profiles, or when a special purpose warrants it, like lapel pins. This alternative layout ensures our logo is always legible in limited spaces.
As with the primary logo, the stacked logo is presented in our primary blue color (PMS 279) whenever possible, and when it works best. When another treatment is required for dark backgrounds, we can reverse-out the logo into white.
The following specifies minimum sizing and spacing around the Charles Butt Foundation stacked logo to provide for sufficient recognition and legibility. The height of the ‘FOUNDATION’ is used as a measure. For the logo, 2x is the minimum clear area on all sides.
The logo submark is the most reduced alternative logo for condensed spaces, and is only applied when all other logo variations are unable to work or when it can serve as a stylized design addition (e.g. a watermark on collateral, a logo stamp) or an accompanying “seal of approval” on products. This mark will not be used as a standalone representation of the brand — only in conjunction with the organization’s logo and/or name.
As with the other logos, the submark logo is presented in our primary blue color (PMS 279) whenever possible, and when it works best. When another treatment is required for dark backgrounds, we can reverse-out the logo into white.
The following specifies minimum sizing and spacing around the Charles Butt Foundation logo submark to provide for sufficient recognition and legibility. For the logo, 1x is the minimum clear area on all sides.
The illustration shows an example of logo manipulations you should avoid. The logo should not be exaggerated or altered in any way. It should not be stretched, expanded, condensed, reversed, or redrawn. It is recommended that you use only the original artwork files supplied to you. The logo files provided may be reduced or enlarged as necessary for use in different applications, provided they are not manipulated.
Length boy blep vvv fat boi pupperino, big ol very good spot blep. H*ck woofer many pats wow very biscit, snoot big ol heckin I am bekom fat, heck borkf. Doing me a frighten woofer puggo stop it fren long water shoob puggorino, clouds puggo fat boi. Wow very biscit bork big ol heckin good boys shooberino, most angery pupper I have ever seen maximum borkdrive tungg waggy wags, heckin good boys such treat long doggo.
The three primary colors serve as a complementary combination of light, vibrance, and richness. Used in combination, they provide a balanced sense of approachability, possibility, and seriousness. The primary color palette ensures a consistent look across all branded materials. HEX, RGB, and CMYK values are provided for precise color replication in both digital and print mediums.
PMS 279C#2478CERGB 36, 120, 206CMYK 68, 34, 0, 0
PMS 656C#DDE5EDRGB 221, 229, 237CMYK 10, 2, 0, 0
PMS Black 7C#303935RGB 61, 57, 53CMYK 38, 35, 33, 92
Inspired by the Charles’s love for sailing and his sailboat, Rebecca, the accent colors add a touch of personality and vibrancy. These hues complement the primary palette and are perfect for adding emphasis to specific elements. HEX, RGB, and CMYK values are provided for precise color replication in both digital and print mediums.
PMS 326C#00B249RGB 0, 178, 169CMYK 81, 0, 39, 0
PMS 2746C#0E3397RGB 14, 51, 151CMYK 100, 98, 0, 0
PMS 7413C#E57410RGB 229, 116, 16CMYK 1, 60, 98, 4
PMS 7621C#AB2328RGB 171, 35, 40CMYK 0, 98, 91, 30
Accent colors help emphasize important elements on a page (e.g. CTA’s, quotes, formulas, infographics), to create contrast or rhythm. Accent colors are used sparingly and should not exceed 10% of a design. HEX, RGB, and CMYK values are provided for precise color replication in both digital and print mediums.
Screen and tint options allow for variations in color intensity, providing flexibility while maintaining the brand’s visual coherence.
We use the darker shades of neutral colors for type, and the lighter shades for non-important elements needing to be presented subtly on the page (fillers, page numbers, etc.).
PMS 7541C#F2F2F2RGB 217, 225, 226CMYK 7, 1, 3, 2
PMS 427C#D0D3D4RGB 208, 211, 212CMYK 7, 3, 5, 8
PMS 429C#A2AAADRGB 162, 170, 173CMYK 21, 11, 9, 23
PMS 431C#5B6770RGB 91, 103, 112CMYK 45, 25, 16, 59
Specific branding typography pairs serif font Lora for headings with sans-serif Work Sans for all other text. This combination ensures readability and elegance. Guidelines for font sizes, spacing, and hierarchy are provided to maintain consistency.
8 font styles
Lora is a versatile web-friendly font found in all Google-supported applications and readily available to users in and outside the organization.
Usages include but are not limited to:
18 font styles
Work Sans is a versatile web-friendly font found in all Google-supported applications and readily available to users in and outside the organization.
All branded illustrations feature custom line-drawn artwork as part of our organization’s unique visual identity. Requests for new illustrations can be submitted through the graphic design pipeline, ensuring alignment with the established style.
This section highlights additional graphic elements, such as patterns, textures, and icons, that complement the brand’s visual identity. Guidelines for their application help integrate these elements seamlessly into your designs.