Brand Guidelines

BRAND GUIDELINES

BRAND GUIDELINES CATALOG 2 0 2 5

TABLE OF CONTENTS

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INTRODUCTION Who We Are Our Mission and Vision

TYPOGRAPHY Primary Font Secondary Font

COLOR PALETTE

LOGO Primary Logo Secondary Logo Submark Wordmark Tagline on Logo Clear Space Minimum Size Improper Usage

INTRODUCTION

WHO WE ARE

A vision without a task is but a dream. A task without a vision is drudgery. A vision with a task is the hope of the world .

Inscription on a church in Sussex, England, ca. 1730

WHO WE ARE The Cranwell Family Foundation is a locally grounded, globally minded, private family philanthropy, based in Blacksburg, Virginia, USA, that invests in the lives of individuals and organizations in a way that is engaging and empowering and that seeks to inspire and increase impact in everything we do. We believe in the power of philanthropy to put forth hope into the world by bringing balance and bridging the gap that often exists between a compelling vision and the support needed to take on the tasks to make that vision a reality.

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CRANWELL FAMILY FOUNDATION

INTRODUCTION

OUR MISSION AND VISION

OUR MISSION

The Cranwell Family Foundation is dedicated to unlocking opportunities and unleashing potential within a locally grounded and globally minded framework. Our mission is to empower and equip individuals and organizations through our giving, serving as a connector, collaborator, and catalyst to advance and amplify impact locally and globally. As we carry out our mission, we strive to create a ripple effect that transcends differences and transforms lives within and among diverse communities.

OUR VISION

Bringing balance and bridging gaps to unlock opportunities and unleash potential locally and globally.

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L O G O

PRIMARY LOGO

The primary logo is the foundation of the brand’s identity. We chose a minimal design to communicate the ripple effect the Foundation strives to achieve through its strategic investments. By using a serif font, the logo is clean, confident and professional. The colors used represent a full color gamut, suggesting the wide range of connections and collaborations that the Cranwell Family Foundation seeks to create.

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CRANWELL FAMILY FOUNDATION

L O G O

SECONDARY LOGO

The secondary abbreviated logo is to be used when a simplified version is needed to take up less space.

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L O G O

SUBMARK

The submark is a less detailed version of our logo and is to be used where an icon can be recognized.

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CRANWELL FAMILY FOUNDATION

L O G O

WORDMARK

The wordmark is used when the logo needs to be legible at a smaller scale or on a busier background.

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L O G O

TAGL I NE

The tagline is used to clarify our brand identity and explain the purpose of the foundation. It is also used to evoke emotion while connecting our audience to what we do on a deeper level.

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CRANWELL FAMILY FOUNDATION

L O G O

CLEAR SPACE AND MINIMUM SIZE

CLEAR SPACE To ensure the Cranwell Family Foundation's logo has consistent, optimal legibility and pominence, always leave an area of 0.25 inches of clear space around the logo. No graphic elements of any kind should invate this zone.

0.25 in

0.25 in

0.25 in

0.25 in

MINIMUM SIZE To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size requirement is based on the width of the logo. Do not reproduce the logo smaller than 1.5 inches on it's longest side.

1.5 in

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L O G O

IMPROPER USE

Do not rotate the logo.

Do not change the color of the logo.

Do not put any elements on the logo.

Do not flip or rearrange the elements of the logo.

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CRANWELL FAMILY FOUNDATION

L O G O

IMPROPER USE

Do not place the logo on a busy background.

Do not place a white box around the logo.

Do not horizontally distort the logo.

Do not vertically distort the logo.

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L O G O

IMPROPER USE

CRANWELL FAMILY FOUNDATION

Do not substitute fonts in the logo.

Do not crop the logo.

Do not apply a drop shadow to the logo.

Do not use a grayscale version of the logo.

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CRANWELL FAMILY FOUNDATION

COLOR PALETTE

RED CMYK: 3 , 100, 45, 10 RGB: 209, 16, 87 Hex: # D11057

ORANGE CMYK: 0, 67, 96, 0 RGB: 244, 117, 39 Hex: # F47527

GREEN CMYK: 77, 0, 94, 0 RGB: 42, 179, 82 Hex: # 2AB352

YELLOW CMYK: 0, 30, 93, 0 RGB: 253, 185, 42 Hex: # FDB92A

BLUE CMYK: 100, 0, 0, 0 RGB: 0, 174, 239 Hex: # 00AEEF

INDIGO CMYK: 100, 60, 0, 0 RGB: 0, 102, 179 Hex: # 0066B3

BLACK CMYK: 40, 60, 60, 100 RGB: 0, 0, 0 Hex: # 000000

VIOLET CMYK: 60, 80, 0, 0 RGB: 124, 81, 161 Hex: # 7C51A1

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TYPOGRAPHY PRIMARY FONT

CORMORANT

Cormorant is the primary display and headline typeface.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p

L I GHT R EGU L AR ME D I UM S EM I BOLD BOLD

q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 !@#$%^&*()

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CRANWELL FAMILY FOUNDATION BRAND GUIDELINES

SECONDARY FONT TYPOGRAPHY

RALEWAY

Raleway is the secondary subheading and body typeface.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 !@#$%^&*()

TH I N EXTRA LIGHT L I GHT REGULAR MED I UM SEM I BOLD BOLD EXTRA BOLD

BLACK HEAVY

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PO Box 11682 | Blacksburg, VA 24062 | +1.540.315.1464 | info@cranwellfoundation.org | cranwellfoundation.org