Arnold Ventures

Official Websites

• https://www.arnoldventures.org
• http://www.arnoldventures.org/media-toolkit
• http://www.upstatement.com

Brand Guidelines

2019

Brand Summary

Mission

• To improve lives by investing in evidence-based solutions that maximize opportunity and minimize injustice [^1].

Core Values

• Audacity
• Entrepreneurial
• Willing to go where others won’t
• Nimble
• Data-driven
• Thorough
• Focused on enduring solutions
• Objective collaborators
• Knowledgeable resource

Target Audience

• Segments that can influence and manifest change: Everyone (build awareness), Media & Influencers (extend reach), Grantees & Partners (attract and promote experts and organizations), Policy Makers (influence and support individuals who can make change happen) [^2].

Personality Traits

• Tenacious
• Outspoken
• Driven
• Pragmatic
• Analytical
• Empathetic
• Open-minded

Visual Identity Overview

• The visual identity is anchored by a flexible logo system featuring a circular ‘AV’ icon made of two arrows, paired with a contemporary serif wordmark. The primary color palette includes black, white, blue, and bursts of yellow. Patterns, typography, photography, and illustration are used to create a modern, impactful, and cohesive brand presence [^3].

Categories

Brand Voice

• A brand is not just a logo and marketing. It’s a philosophy — the expression of who we are and what makes us us.
• Our brand guides the perception of Arnold Ventures. It’s the why and who behind everything we do. It’s everything people experience when they work with us and everything they think when they see our name.
• This book will explain how we communicate what we stand for, what we believe, and what we hope to achieve with the work we do.
• Our values are driven by what we believe and the attributes necessary to make meaningful change.
• We believe change requires audacity.
• Entrepreneurial
• Willing to go where others won’t
• Nimble
• We champion depth of thought.
• Data-driven
• Thorough
• Focused on enduring solutions
• We follow wherever evidence leads us.
• No predetermined agenda Objective collaborators
• Knowledgeable resource
• TENACIOUS OUTSPOKEN DRIVEN not onerous PRAGMATIC ANALYTICAL not cold EMPATHETIC not emotional OPEN-MINDED
• not righteous
• not brash not idealistic
• not indecisive
• Our brand personality defines and guides what we say, do, and create. It’s the voice through which we express our values.

Brand Imagery

• Photography is an essential companion to our content. It can create an emotional connection, a sense of place, or empathy with a subject. Imagery must match the tone and quality of our brand.
• Our style is candid, day-in­the-life, and photojournalistic. Catch people in unposed action.
• Subjects should be making eye contact with the camera. We use a soft, toned, seamless background to unify our portraits. We are aiming for natural, confident poses where the subject is sitting with arms on a surface, either raised or lowered. Posture can be forward-facing or angled.

Color Palette

• Our primary color palette specifies black, white, and blue with bursts of yellow.
• These colors should be used in specific combinations to add visual interest and vibrant energy.
• ARNOLD BLUE RGB: 0, 48, 255 Hex: #0031ff Pantone: 293
• ARNOLD YELLOW RGB: 255, 204, 0 Hex: #ffcd00 Pantone: 116C
• BLACK RGB: 0, 0, 0 Hex: #000000 Pantone: Black 6C
• ARNOLD NAVY RGB: 0, 20, 82 Hex: #001451 Pantone: 295
• WHITE RGB: 255, 255, 255 Hex: #ffffff Pantone: Opaque White
• Use either blue or yellow with the primary black, white, or navy.
• Using blue and yellow together reads garish and dilutes the impact of each color.
• We use a few additional shades of “Arnold Blue” in digital applications. These secondary colors can be used on screens to help create balanced interfaces.
• ALT BLUE RGB: 49, 112, 255 Hex: #3170ff
• This color is used on screen when blue text appears on a black background. It reads as Arnold Blue, but is more legible on black.
• BLUE WASHES RGB: 246, 248, 254/216, 227, 251 Hex: #f6f8fe, #d8e3fc
• We use lighter washes of Arnold Blue for subtle background colors and stroke colors.
• SLATE RGB: 92, 123, 169 Hex: #5c7ba9
• We use a desaturated version of Arnold Blue for text that we want to appear lighter than the predominant body text. For example, we would use this color for image captions.

Typography

• Our typography strikes a balance between clarity and impact.
• Our primary typeface is GT America, a family of fonts by Grilli Type. Its heavier weights make a statement of credibility and authority. Use it for headlines, even if those headlines are a sentence or two. GT America looks best with manually tightened kerning. It is flexible enough to be used at both large and small sizes. When this brand font is unavailable, Arial or Helvetica may be used as a substitute.
• Sharp is an enormous family of fonts by Sharp Type. We exclusively make use of Sharp Grotesk 10. We use it for big numbers and data, or for huge headers. A good rule of thumb is to not set more than five words in Sharp. Longer headlines should use GT America. Sharp should always be set in CAPS. No substitutes for this typeface should be used if it is unavailable.
• Our primary serif is Tiempos, a family of fonts by Klim Type Foundry. We use Tiempos when we are telling stories. It has an editorial feel and really shines in the context of longform journalism. We use it for story titles, blockquotes, and anything that is more than a few sentences long. When this brand font is unavailable, Times may be used as a substitute.
• For body text or anything below 20pt, we use Tiempos Text. It has all the character of Tiempos Headline, but is designed to be highly legible at smaller sizes, especially on the web. We use it for story excerpts, body text, caption text, and the text that you are reading right now. When this brand font is unavailable, Times may be used as a substitute.
• Use GT America Bold for page headers. Try hanging the type over the edge of a photograph, illustration, or solid color block.
• For story headlines, use Tiempos Headline Medium. The Arnold “A” can be layered behind it.
• When using Sharp for a headline, try pairing it with a small label set in GT America Bold. The contrast makes Sharp really shine.
• Tiempos Text is ideal for lengthy body copy. Use regular/italic and bold/italic styles. Leading should be around 160%.
• Tiempos Headline works best for headings and quotes. Use it with 120% leading.

Logo Usage

• Our logo is the keystone of our visual identity.
• The Arnold Ventures icon and wordmark are paired together to create a flexible lockup.
• This “AV” is made up of two arrows that symbolize our mission to maximize opportunity and minimize injustice. We use this theme across our brand. And it locks up perfectly with our name.
• The primary wordmark stacks our name to further emphasize the upward and downward arrows in the icon. It’s set in Tiempos Headline, a contemporary serif that balances elegance and clarity.
• There are three variations of our logo. Each variation combines the wordmark and icon. Although the system is flexible to accommodate any context, make sure to retain the exact proportions and spacing for consistency.
• This is the most widely used variation of our logo. It stacks our full name and pairs it with our icon for maximum clarity and impact.
• In some cases we may need to fit our logo on a single line. Use this logo only when there is limited vertical space.
• This version of the lockup scales the icon to the full height of the wordmark. This version works best at smaller sizes.
• The circular icon and “AV” shape can both be used as stand-alone elements. The cutout “AV” works well layered behind other elements.
• Inverted versions of our brand elements can be placed on dark or colored backgrounds.
• Use the all-white knockout on most background colors.
• On dark backgrounds, use the two-color version of the lockup with white text.
• The icon alone works well on images. Try using a yellow version of the mark to consistently stand out on top of photography.
• Contact info@arnoldventures.org for approval of all uses of the logos and branding prior to beginning the design process. Once completed, design proofs should be submitted to the Communications team before production.
• No third party is authorized to use any of Arnold Ventures’ trademarks (i.e., logos, lookups, branding, etc.) without the express written consent of Arnold Ventures. If authorization is given for use of Arnold Ventures’ trademarks, and unless Arnold Ventures expressly agrees otherwise in writing, you must comply in all respects with the requirements and conditions set forth in this policy and in any other guidelines promulgated by Arnold Ventures.

Tone And Messaging

• A brand is not just a logo and marketing. It’s a philosophy — the expression of who we are and what makes us us.
• Our brand guides the perception of Arnold Ventures. It’s the why and who behind everything we do. It’s everything people experience when they work with us and everything they think when they see our name.
• This book will explain how we communicate what we stand for, what we believe, and what we hope to achieve with the work we do.
• Arnold Ventures is a catalyst of lasting impact.
• We invest in sustainable change, building it from the ground up based on research, deep thinking, and a strong foundation of evidence. We drive public conversation, craft policy, and inspire action through education and advocacy. By maximizing opportunity and minimizing injustice, we make change for the greater good.
• Our values are driven by what we believe and the attributes necessary to make meaningful change.
• We believe change requires audacity.
• Entrepreneurial
• Willing to go where others won’t
• Nimble
• We champion depth of thought.
• Data-driven
• Thorough
• Focused on enduring solutions
• We follow wherever evidence leads us.
• No predetermined agenda Objective collaborators
• Knowledgeable resource
• Our vision is a north star, keeping us on course to fulfill our purpose.
• VISION MAXIMIZE OPPORTUNITY, MINIMIZE INJUSTICE
• Our interests and investments are broad and ambitious, and our audience reflects this. We think of our audience in segments that can influence and manifest change.
• Build awareness of who we are and what we do.
• Extend our reach to multiply awareness.
• Attract, guide, and promote experts and organizations in the field.
• Influence and support individuals who can make change happen.
• Our mission is the bedrock of our vision. It’s the foundation that supports us as we strive to achieve our organization’s purpose.
• To improve lives by investing in evidence­based solutions that maximize opportunity and minimize injustice.
• TENACIOUS OUTSPOKEN DRIVEN not onerous PRAGMATIC ANALYTICAL not cold EMPATHETIC not emotional OPEN-MINDED
• not righteous
• not brash not idealistic
• not indecisive
• Our brand personality defines and guides what we say, do, and create. It’s the voice through which we express our values.

Brand Values

• Our values are driven by what we believe and the attributes necessary to make meaningful change.
• We believe change requires audacity.
• Entrepreneurial
• Willing to go where others won’t
• Nimble
• We champion depth of thought.
• Data-driven
• Thorough
• Focused on enduring solutions
• We follow wherever evidence leads us.
• No predetermined agenda Objective collaborators
• Knowledgeable resource

Visual Style

• Our logo is the keystone of our visual identity.
• The Arnold Ventures icon and wordmark are paired together to create a flexible lockup.
• This “AV” is made up of two arrows that symbolize our mission to maximize opportunity and minimize injustice. We use this theme across our brand. And it locks up perfectly with our name.
• The primary wordmark stacks our name to further emphasize the upward and downward arrows in the icon. It’s set in Tiempos Headline, a contemporary serif that balances elegance and clarity.
• There are three variations of our logo. Each variation combines the wordmark and icon. Although the system is flexible to accommodate any context, make sure to retain the exact proportions and spacing for consistency.
• This is the most widely used variation of our logo. It stacks our full name and pairs it with our icon for maximum clarity and impact.
• In some cases we may need to fit our logo on a single line. Use this logo only when there is limited vertical space.
• This version of the lockup scales the icon to the full height of the wordmark. This version works best at smaller sizes.
• The circular icon and “AV” shape can both be used as stand-alone elements. The cutout “AV” works well layered behind other elements.
• This wordmark can be used to “frame” content and collateral using a black, blue, or yellow line aligned to the baseline.
• Inverted versions of our brand elements can be placed on dark or colored backgrounds.
• Use the all-white knockout on most background colors.
• On dark backgrounds, use the two-color version of the lockup with white text.
• The icon alone works well on images. Try using a yellow version of the mark to consistently stand out on top of photography.
• Our primary color palette specifies black, white, and blue with bursts of yellow.
• These colors should be used in specific combinations to add visual interest and vibrant energy.
• ARNOLD BLUE RGB: 0, 48, 255 Hex: #0031ff Pantone: 293
• ARNOLD YELLOW RGB: 255, 204, 0 Hex: #ffcd00 Pantone: 116C
• BLACK RGB: 0, 0, 0 Hex: #000000 Pantone: Black 6C
• ARNOLD NAVY RGB: 0, 20, 82 Hex: #001451 Pantone: 295
• WHITE RGB: 255, 255, 255 Hex: #ffffff Pantone: Opaque White
• Use either blue or yellow with the primary black, white, or navy.
• Using blue and yellow together reads garish and dilutes the impact of each color.
• We use a few additional shades of “Arnold Blue” in digital applications. These secondary colors can be used on screens to help create balanced interfaces.
• ALT BLUE RGB: 49, 112, 255 Hex: #3170ff
• This color is used on screen when blue text appears on a black background. It reads as Arnold Blue, but is more legible on black.
• BLUE WASHES RGB: 246, 248, 254/216, 227, 251 Hex: #f6f8fe, #d8e3fc
• We use lighter washes of Arnold Blue for subtle background colors and stroke colors.
• SLATE RGB: 92, 123, 169 Hex: #5c7ba9
• We use a desaturated version of Arnold Blue for text that we want to appear lighter than the predominant body text. For example, we would use this color for image captions.
• Patterns provide a way to create reusable graphic themes that add visual interest to communications, especially in cases when strong photography is not available.
• Use small black and white patterns to add texture to charts and graphs.
• Use larger yellow dots on top of photos or video. Cut into the circles with text or the Arnold Ventures logo.
• Use the “A” and “V” from our icon to create a wide variety of textures and backgrounds.
• Our primary typeface is GT America, a family of fonts by Grilli Type. Its heavier weights make a statement of credibility and authority. Use it for headlines, even if those headlines are a sentence or two. GT America looks best with manually tightened kerning. It is flexible enough to be used at both large and small sizes. When this brand font is unavailable, Arial or Helvetica may be used as a substitute.
• Sharp is an enormous family of fonts by Sharp Type. We exclusively make use of Sharp Grotesk 10. We use it for big numbers and data, or for huge headers. A good rule of thumb is to not set more than five words in Sharp. Longer headlines should use GT America. Sharp should always be set in CAPS. No substitutes for this typeface should be used if it is unavailable.
• Our primary serif is Tiempos, a family of fonts by Klim Type Foundry. We use Tiempos when we are telling stories. It has an editorial feel and really shines in the context of longform journalism. We use it for story titles, blockquotes, and anything that is more than a few sentences long. When this brand font is unavailable, Times may be used as a substitute.
• For body text or anything below 20pt, we use Tiempos Text. It has all the character of Tiempos Headline, but is designed to be highly legible at smaller sizes, especially on the web. We use it for story excerpts, body text, caption text, and the text that you are reading right now. When this brand font is unavailable, Times may be used as a substitute.
• Use GT America Bold for page headers. Try hanging the type over the edge of a photograph, illustration, or solid color block.
• For story headlines, use Tiempos Headline Medium. The Arnold “A” can be layered behind it.
• When using Sharp for a headline, try pairing it with a small label set in GT America Bold. The contrast makes Sharp really shine.
• Tiempos Text is ideal for lengthy body copy. Use regular/italic and bold/italic styles. Leading should be around 160%.
• Tiempos Headline works best for headings and quotes. Use it with 120% leading.
• Photography is an essential companion to our content. It can create an emotional connection, a sense of place, or empathy with a subject. Imagery must match the tone and quality of our brand.
• Our style is candid, day-in­the-life, and photojournalistic. Catch people in unposed action.
• Subjects should be making eye contact with the camera. We use a soft, toned, seamless background to unify our portraits. We are aiming for natural, confident poses where the subject is sitting with arms on a surface, either raised or lowered. Posture can be forward-facing or angled.
• Our illustration style will evolve over time, but it emphasizes key themes within our work and our focus areas.
• Illustrations that are detailed and subtle should be used at sizes where their intracacies can be appreciated, like as a hero image on landing pages.

Iconography

• This “AV” is made up of two arrows that symbolize our mission to maximize opportunity and minimize injustice. We use this theme across our brand. And it locks up perfectly with our name.
• The circular icon and “AV” shape can both be used as stand-alone elements. The cutout “AV” works well layered behind other elements.
• The icon alone works well on images. Try using a yellow version of the mark to consistently stand out on top of photography.
• The circular “AV” icon is our avatar in social media contexts, since it will always appear near our name.

Layout And Composition

• Each variation combines the wordmark and icon. Although the system is flexible to accommodate any context, make sure to retain the exact proportions and spacing for consistency.
• The circular icon and “AV” shape can both be used as stand-alone elements. The cutout “AV” works well layered behind other elements.
• This wordmark can be used to “frame” content and collateral using a black, blue, or yellow line aligned to the baseline.
• Inverted versions of our brand elements can be placed on dark or colored backgrounds.
• Use the all-white knockout on most background colors.
• On dark backgrounds, use the two-color version of the lockup with white text.
• The icon alone works well on images. Try using a yellow version of the mark to consistently stand out on top of photography.
• Patterns provide a way to create reusable graphic themes that add visual interest to communications, especially in cases when strong photography is not available.
• Use small black and white patterns to add texture to charts and graphs.
• Use larger yellow dots on top of photos or video. Cut into the circles with text or the Arnold Ventures logo.
• Use the “A” and “V” from our icon to create a wide variety of textures and backgrounds.
• Use GT America Bold for page headers. Try hanging the type over the edge of a photograph, illustration, or solid color block.
• For story headlines, use Tiempos Headline Medium. The Arnold “A” can be layered behind it.
• When using Sharp for a headline, try pairing it with a small label set in GT America Bold. The contrast makes Sharp really shine.
• Tiempos Text is ideal for lengthy body copy. Use regular/italic and bold/italic styles. Leading should be around 160%.
• Tiempos Headline works best for headings and quotes. Use it with 120% leading.
• Subjects should be making eye contact with the camera. We use a soft, toned, seamless background to unify our portraits. We are aiming for natural, confident poses where the subject is sitting with arms on a surface, either raised or lowered. Posture can be forward-facing or angled.
• Illustrations that are detailed and subtle should be used at sizes where their intracacies can be appreciated, like as a hero image on landing pages.
• When used at small sizes, such as in a navigation context, a less-detailed version of the illustration retains the theme and maintains sharpness.

Patterns

• Patterns provide a way to create reusable graphic themes that add visual interest to communications, especially in cases when strong photography is not available.
• DOTS & DIAGONALS Use small black and white patterns to add texture to charts and graphs. Use larger yellow dots on top of photos or video. Cut into the circles with text or the Arnold Ventures logo.
• ARROWS Use the “A” and “V” from our icon to create a wide variety of textures and backgrounds.

Additional Properties