Brand Guidelines

Click to download all versions and colors of the logo:

A brand is more than just a logo. It’s your organization’s identity—
how Uplift Central Coast wants to be perceived in all forms of communication. A successful brand identity translates into a positive brand image among the public.

These guidelines detail how to use Uplift Central Coast’s visual brand on various marketing and advertising platforms.

OUR LOGO

Logo Usage

Uplift’s logo speaks to the personality traits of the organization: forward-thinking, multifaceted, curious, bold, vibrant and soulful. With these traits in mind, each piece of the logo has been thoughtfully considered, from the typography, to the layout, colors, illustrations and shapes. The Uplift logo is a valuable asset that must be used consistently and in the proper, approved forms.

Full Color

The full color logo should be used as often as possible to build a strong brand identity.

Full Color Reversed

Use this version when the logo is overlaid on a dark photo or background. Please use discretion when doing this and default to the grayscale reversed option when necessary.

Grayscale

Use this logo when printing in black and white, for example, in a newspaper publication.

Grayscale Reversed

If ever the logo is to be overlaid on a photo or background and the full color reversed option is unusable, the grayscale reversed version should be used.

Logotype

When the logo is displayed at a smaller size and the illustrated icons are illegible, opt for the logotype version of the logo.

One-Color Logotype

Due to the illustrative and layered nature of the logo, a one-color version is best displayed with only the logotype. Use this only if no other color version of the logo is an option, for example, screen printing.

Full Color Reversed Logotype

If full color logotype is placed over a dark photo or background and is illegible, opt for the full color reversed logotype.

Clear Space

When placing the logo within artwork, please maintain a padding of clear space around the logo. The padding should be approximately the height of the “U” in “Uplift” and should be maintained all the way around the logo. That is to say that no image, or other text should extend into this padding area.

Full Logo Minimum Size

The logo should always be clearly legible with a minimum height of 0.65”.

Logotype Minimum Size

When the logo is needed at smaller sizes and the illustrated icons become illegible, the logotype may be used as small as 0.3” tall.

OUR LOGO

Background Usage

Sometimes the Uplift logo will be placed over images or visually complex backgrounds. Always make sure it can easily be seen. The full color logo is always preferred, but other options are available to help with legibility. The left column shows unacceptable logo usage, while the right column shows how to correct it. When the logo is placed over a darker photo, colored background, or patterned background, it must be in full color reversed or reversed grayscale. If placed over a very light background, full color is to be used.

THE TYPE

Typography

The brand typography must speak to Uplift Central Coast’s personality and values.

Martel is the brand’s serif typeface. Classified specifically as a slab serif font, Martel doesn’t have the traditional, formal look of a typical serif. Its style adds nice character, approachability and softness to the brand while still remaining clean and simple. With multiple styles and weights available, Martel can be used in a variety of ways.

Figtree is the brand’s sans serif typeface. Its simplicity provides a nice contrast to the rest of the brand by balancing the wide use of vibrant colors, organic and layered shapes, and the softness of Martel. More so, its straightforward style allows for easier legibility and accessibility of information for all. Like Martel, Figtree has a wide variety of styles and weights available, making it an ideal brand font that is versatile and evergreen.

As with the Uplift logo, consistent use of the brand typefaces reinforce the overall brand identity and personality.

S E R I F FONT :

Martel

For all printed and digital content, Martel is the brand’s primary serif font. It should be used for headings or display copy to highlight specific information.

All styles are acceptable. For titles use Light, for headings use Bold and for callouts, use Regular.

S ANS S E R I F FONT :

Figtree

For all printed and digital content, Figree is the brand’s primary sans serif font. It should be used for body copy.

All styles are acceptable. For body copy, use Regular.

DIGITAL/E-MAIL ALTERNATIVE:

Helvetica

For digital correspondence and internal communication Helvetica may be used if none of the other brand typefaces are available. It is available on most computers and can be consistent from computer to computer. This should NOT be used in printed collateral or external marketing materials.

All styles are acceptable (use Regular, sentence case for body copy).

THE COLOR

Color Palette

Uplift Central Coast’s color palette is both vibrant and soulful. The mix of bright, eye-catching colors and deep, rich colors makes for a diverse collection that will help set the tone and express the brand’s personality.

The following are the color breakdowns for each production format. CMYK colors are used for any basic printed materials (flyers, brochures, documents, menus etc). RGB colors are used for any digital materials (social media, e-newsletters, website, TV advertisements, etc). The web safe colors are similar to RGB and are only used for digital materials. The six-digit code is an easy way to add specific colors when changing web design preferences.

95 | M 98 | Y 32 | K 25
R 48 | G 37 | B 93
#30255D

C 87 | M 44 | Y 42 | K 12
R 29 | G 111 | B 126
#1D6F7E

C 53 | M 0 | Y 33 | K 0
R 116 | G 201 | B 185
#74C9B9

C 2 | M 84 | Y 65 | K 0
R 234 | G 82 | B 83
#EA5253

C 2 | M 51 | Y 98 | K 0
R 242 | G 145 | B 36
#F29124

C 30 | M 99 | Y 87 | K 36
R 128 | G 23 | B 34
#801722

C 2 | M 3 | Y 7 | K 0
R 249 | G 242 | B 233
#F9F2E9

C 24 | M 100 | Y 57 | K 10
R 176 | G 30 | B 79
#B01E4F

THE GRAPHS

Graph Styles

Many people will be using Uplift’s brand. Some of the more frequented applications will be within the Google Suite where team members will be turning data into visual graphs. Listed below are basic design guidelines to follow when styling Uplift’s graphs with visual examples included.

The background color of all graphs should be the brand’s off-white.
If a main color is needed, it should be the brand’s light teal, and if a secondary color is to be chosen, it should be the brand’s dark teal. Beyond this, all brand colors are acceptable for use. If more colors are needed beyond what is a part of the brand color palette, lighter tints from each color may be used.
The opacity of graph elements should always be at 100%. All graph elements should have a deep violet border. Line thickness can be set to the default.
Within the Google Suite, there are limited fonts available for graphs. Always choose the “Sans Serif” font option and style all text in deep violet.
If there is an option to edit fine lines and axis’s, opt for deep violet with a default line thickness.

© 2024 by Uplift Central Coast. All Rights Reserved. This work is the property of Uplift Central Coast and no
part of it can be reproduced or transmitted in any form or by any information storage or retrieval system,
without the written permission of Uplift Central Coast, except where permitted by law.