Kaboom!

Official Websites

• https://kaboom.org
• http://kaboom.org

Brand Guidelines

2020

Brand Summary

Mission

• We amplify the power of communities to build inspiring playspaces that spark unlimited opportunities for every kid, everywhere. Our mission: End playspace inequity. For good. [^1]

Core Values

• Equity
• Community empowerment
• Collaboration
• Empathy
• Inspiration
• Drive
• Freshness
• Experience
• Humility
• Respect
• Inclusivity
• Dignity
• Authenticity
• Joy

Target Audience

• Communities, especially those experiencing disinvestment; kids in every zip code; partners and community members who are bold, inspiring, and collaborative; those seeking equitable opportunities for play. [^2]

Personality Traits

• Bold
• Inspiring
• Energetic
• Dynamic
• Experienced
• Empathetic
• Driven
• Fresh
• Welcoming
• Collaborative
• Optimistic
• Confident
• Passionate
• Humble

Visual Identity Overview

• The brand uses a contemporary, comic-inspired visual style with vibrant colors (violet, lavender, tangerine, sunflower, mint, dragonfruit), bold graphic elements, and playful imagery. The logo and mark are central, with clear rules for usage, color pairings, and typography. Imagery features joyful, diverse children and communities, emphasizing equity, action, and inclusivity. [^3]

Categories

Brand Voice

• It’s impossible to deny - we speak confidently and passionately. It’s urgent that we close the racial equity gap in access to playspaces and we’re not afraid to be emphatic about it. Of course, this is mixed with a healthy dose of humility and an ability to listen to our audiences as well. We’ll always make a strong impression, but we’ll stop short of overwhelming anyone. Rather, our welcoming words should inspire action - we want people joining together with us, arm in arm, helping us spark playspace equity in communities. Because when everyone has equal access to playspaces, we all win.
• You can’t keep up with kids without energy, right? We’re spirited, tireless and action-oriented, and that optimistic energy is bound to come through. Motivating our audience begins with our tone of voice, which is why we can’t afford lifeless language. We’re positive, full of ideas and constantly looking for collaborative ways to bring safe playspaces to every community. Naturally, this will come across in how we talk about our work.
• We know what we’re doing when it comes to invigorating partner communities through playspaces - and this invaluable experience is part of what makes us so attractive to those we work with. By working with communities that have experienced disinvestment, we’ve learned that the power of play goes well beyond the space itself. Our voice should effortlessly reflect our experience, insight and collaborative nature, without making us sound tedious or over polished.
• We’re responsive - we genuinely listen to people and take their perspectives and experiences into account - which is imperative when working with so many different communities. Our tone of voice should invite conversation and reflect this empathy, because we always strive to understand others, share their concerns and work together to make a difference. If we presume to know what communities need, we may never get the chance to have a meaningful conversation.
• We have no choice but to put our hearts, souls and everything into our fight to bring equitable access and opportunity for play to every kid. Naturally, our drive and passion will come through in how we speak. At the same time, we’ll never sound too pushy or frantic. We’re collaborative by nature and we don’t want to be so driven that we step on people’s toes. Our motivation and urgency should be evident to all.
• All the previous voice attributes combine to form a tone of voice that’s young, inspired and optimistic, without being juvenile. So let’s have a conversation, not a lecture, about how important it is for every kid to have access to play, and how devastating it is when they don’t. But rather than bring people down, we’ll energize them with our vision of bringing playspaces to every community. Our innovative approach to helping transform communities means we won’t sound like anyone else in our space.
• These attributes help define how we speak and serve as a reference point for anyone writing in the KABOOM! voice.
• Our voice is Bold But Never Showy Inspiring But Never Overwhelming Energetic But Never Zany Dynamic But Never Rigid Experienced But Never Arrogant Empathetic But Never Sappy Driven But Never Frantic Fresh But Never Flippant

Brand Imagery

• These are examples of lifestyle portraiture that fit within our brand’s look and feel. Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - Kids-eye view - Positive facial expression - High resolution - Close cropping - No overstyled clothing, hair or makeup
• These are examples of studio imagery that fit within ourbrand’s look and feel. Images should possess the following qualities: - Bright and well-exposed - Positive
• These are examples of successful photos of our Build-Days in action. Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - High resolution - In-the-field vantage points - More candid than posed
• These are examples of successful photos of kids and the community coming together and interacting with playspaces after a build. Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - High resolution - Pairs or groups of kids - Joyful, harmonious moments
• Show all shades of skin. When showing a cross-section of children, make sure to depict a range of skin tones, from fair to dark-skinned.
• Be balanced. Depict children of all genders at play and don’t reinforce stereotypes about “boy” versus “girl” games and types of play.
• Represent thoughtfully. Don’t under-or over-represent any one cultural group in a given community setting, especially where it’s inaccurate, inauthentic, or could veer into stereotype.
• Keep communities central. When showing Boomers and build day volunteers in a neighborhood setting, make sure visual storytelling depicts community members and local partners at least as much as it showcases the visiting volunteers.
• Depict humility. Use photo framing and camera angles that depict community members and volunteers as equals, never in a way that centers a white perspective or glorifies the role of Boomers and volunteers.
• Showcase meaningful roles and moments. Seek to depict community members actively sharing in the build process alongside Boomers and volunteers, and/ or enjoying community with one another. Minimize moments that depict community members solely as ‘recipients’ of KABOOM! playspaces.
• Show community faces. To show respect and recognition of each community member, depict every photo subject facing the camera, rather than from behind.
• Seek to include, but never exploit. KABOOM! brand storytelling should uplift real perspectives, but not take advantage of systemic vulnerability by over-relying on depicting individuals as issue space case studies or brand success stories. In addition, always ensure that the end product of any piece of brand creative depicting communities and individuals is dignified, uplifting, and respectful.
• Ask permission to publish. Respect every community member’s agency by explicitly seeking consent to capture their image on-site at events, and to incorporate community likenesses into KABOOM! brand collateral.
• Exercise equity continuity. Adhere to the other principles outlined in the Lifestyle & Studio Imagery section of the brand guide (p. 27) wherever relevant.
• Show kids connecting cross-racially. Where possible, showcase children of different races and ethnicities interacting as playmates. Don’t use imagery that depicts play groups as segregated by race, gender, or other qualities.
• Exercise equity continuity. Adhere to the other principles outlined in the Lifestyle & Studio Imagery and Build Day: In-Action sections of the brand guide (p. 27 -28) wherever relevant.

Color Palette

• Color Palette These are the colors associated with KABOOM! Violet is our primary brand color and is used in the logo. Tangerine and Lavender are our secondary colors while Sunflower, Mint and Dragonfruit may be used as accent colors.
• Violet HEX: #3E1C66 RGB: R62 G28 B102 CMYK: C91 M100 Y27 K18 PANTONE: 2617
• Lavender HEX: #D4A6E5 RGB: R212 G166 B229 CMYK: C18 M37 Y0 K0 PANTONE: 2567
• Tangerine HEX: #FC6340 RGB: R252 G99 B64 CMYK: C0 Y76 M79 K0 PANTONE: 1645
• Sunflower HEX: #FCF252 RGB: R252 G242 B82 CMYK: C4 M0 Y78 K0 PANTONE: 101
• Mint HEX: #99E5D1 RGB: R153 G229 B209 CMYK: C37 M0 Y24 K0 PANTONE: 331
• Dragonfruit HEX: #E846AE RGB: R232 G70 B174 CMYK: C10 M84 Y0 K0 PANTONE: 239
• Colors should be used in the proportions demonstrated in this chart. Additional examples for specific color use are outlined below:
• Violot: - Logo - Background Color - Text (headlines, subheadings)
• Lavender: - Secondary use for background color - Secondary use for headlines and subheadings - Graphic elements on Violet background - Minimal use for highlighting words in headlines
• Tangerine: - Minimal use for background color and headlines - Graphic elements on Violet background - Minimal use for highlighting words in headlines
• Sunflower, Mint and Dragonfruit: - Graphic elements on Violet background - Minimal use for highlighting words in headlines
• This chart demonstrates the range of our color palette, and highlights which color pairings are unsuccessful.
• Soft Black / Grayscale A special grayscale palette has been created for the brand. Soft Black and its tints are primarily used for body copy and to add flexibility for both editorial and digital collateral.
• Soft Black HEX: #242428 RGB: R36 G36 B40 CMYK: C74 M68 Y61 K69 PANTONE: 419
• 60% Soft Black HEX: #7A7A80 RGB: R122 G122 B128 CMYK: C54 M46 Y42 K9 PANTONE: 419 60%
• 30% Soft Black HEX: #BDBDBF RGB: R189 G189 B191 CMYK: C26 M21 Y20 K0 PANTONE: 419 30%
• 10% Soft Black HEX: #E8E8EB RGB: R232 G232 B235 CMYK: C7 M6 Y4 K0 PANTONE: 419 10%
• 5% Soft Black HEX: #F5F5F5 RGB: R245 G245 B245 CMYK: C3 M2 Y2 K0 PANTONE: 419 5%
• White HEX: #FFFFFF RGB: R255, G255, B255 CMYK: C0 Y0 M0 K0 PANTONE: N/A

Typography

• Campton is our brand typeface. These are the weights that may be used across collateral.
• ExtraBold, ExtraBold Italic, Bold, Bold Italic, SemiBold, SemiBold Italic, Medium, Medium Italic, Book, Book Italic
• Fonts should be used according to the rules outlined here.
• Headlines Typeface: Campton ExtraBold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Title Case Color: Violet
• Sub-Headline One Typeface: Campton Bold Leading: Type size x 1.35 (e.g. 20pt type = 27pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Lavender
• Sub-Headline Two Typeface: Campton ExtraBold Leading: Type size x 1.3 (e.g. 10pt type = 13pt leading) Kerning: Optical Tracking: 0 Case: Uppercase Color: Violet
• Body Copy Typeface: Campton Book Leading: Type size x 1.4 (e.g. 9pt type = 12.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Black 60%
• Pull Quote Typeface: Campton Semibold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Violet + Lavender
• For cases where the main brand typefaces cannot be accessed (such as a third-party screen presentation), use these universally accessible typefaces in substitution.
• ARIAL Black, Black Italic, Bold, Bold Italic, Regular, Regular Italic

Logo Usage

• Our logo is the core of our brand identity. The mark in our logo positions KABOOM! as the spark for playspace equity. With a new refined aesthetic to one that’s contemporary and established, our logo sets up KABOOM! to be known by its full, true mission to not only build playspaces but to ensure plays pace equity for every kid.
• Note: When referring to KABOOM! in a formal context, always use the full name in all caps.
• Clearspace and minimum size are important to retain legibility and establish brand clarity.
• Clearspace: X = width of “M” in the word mark
• Minimum Size: Print: 0.5" Screen: 40px
• Primary Purple. Always use on white or other light neutral colors.
• White knocked on a solid primary color.
• White knocked out on a photograph or image.
• White knocked on a solid secondary color.
• True Black for limited use only. Should only be used when color printing is not available.
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not change the typeface within the word mark.
• Do not use any unspecified colors in the logo.
• Do not add any effects to the logo.
• Do not place the logo over a congested or low contrast part of an image.
• Do not outline the logo or mark.
• At times, the KABOOM! logo will need to appear with or alongside partner logos. These usage guidelines preserve our brand integrity when we have control of the logo’s use and when it’s handed off to a third party organization or partner.
• To emphasize partnership, both logos should appear balanced and equal in size.
• Use clearspace guidance on p. 13 for each logo to retain legibility and establish brand clarity.
• Clearspace guidance is the minumum recommonded amount. More space may be added in order to maintain balance depending on the situation (ie: playground signage).

Tone And Messaging

• It’s impossible to deny - we speak confidently and passionately. It’s urgent that we close the racial equity gap in access to playspaces and we’re not afraid to be emphatic about it. Of course, this is mixed with a healthy dose of humility and an ability to listen to our audiences as well. We’ll always make a strong impression, but we’ll stop short of overwhelming anyone. Rather, our welcoming words should inspire action - we want people joining together with us, arm in arm, helping us spark playspace equity in communities. Because when everyone has equal access to playspaces, we all win.
• You can’t keep up with kids without energy, right? We’re spirited, tireless and action-oriented, and that optimistic energy is bound to come through. Motivating our audience begins with our tone of voice, which is why we can’t afford lifeless language. We’re positive, full of ideas and constantly looking for collaborative ways to bring safe playspaces to every community. Naturally, this will come across in how we talk about our work.
• We know what we’re doing when it comes to invigorating partner communities through playspaces - and this invaluable experience is part of what makes us so attractive to those we work with. By working with communities that have experienced disinvestment, we’ve learned that the power of play goes well beyond the space itself. Our voice should effortlessly reflect our experience, insight and collaborative nature, without making us sound tedious or over polished.
• We’re responsive - we genuinely listen to people and take their perspectives and experiences into account - which is imperative when working with so many different communities. Our tone of voice should invite conversation and reflect this empathy, because we always strive to understand others, share their concerns and work together to make a difference. If we presume to know what communities need, we may never get the chance to have a meaningful conversation.
• We have no choice but to put our hearts, souls and everything into our fight to bring equitable access and opportunity for play to every kid. Naturally, our drive and passion will come through in how we speak. At the same time, we’ll never sound too pushy or frantic. We’re collaborative by nature and we don’t want to be so driven that we step on people’s toes. Our motivation and urgency should be evident to all.
• All the previous voice attributes combine to form a tone of voice that’s young, inspired and optimistic, without being juvenile. So let’s have a conversation, not a lecture, about how important it is for every kid to have access to play, and how devastating it is when they don’t. But rather than bring people down, we’ll energize them with our vision of bringing playspaces to every community. Our innovative approach to helping transform communities means we won’t sound like anyone else in our space.
• These attributes help define how we speak and serve as a reference point for anyone writing in the KABOOM! voice.
• Our voice is Bold But Never Showy Inspiring Overwhelming Energetic Zany Dynamic Rigid Experienced Arrogant Empathetic Sappy Driven Frantic Fresh Flippant

Brand Values

• It’s impossible to deny - we speak confidently and passionately. It’s urgent that we close the racial equity gap in access to playspaces and we’re not afraid to be emphatic about it. Of course, this is mixed with a healthy dose of humility and an ability to listen to our audiences as well. We’ll always make a strong impression, but we’ll stop short of overwhelming anyone. Rather, our welcoming words should inspire action - we want people joining together with us, arm in arm, helping us spark playspace equity in communities. Because when everyone has equal access to playspaces, we all win.
• You can’t keep up with kids without energy, right? We’re spirited, tireless and action-oriented, and that optimistic energy is bound to come through. Motivating our audience begins with our tone of voice, which is why we can’t afford lifeless language. We’re positive, full of ideas and constantly looking for collaborative ways to bring safe playspaces to every community. Naturally, this will come across in how we talk about our work.
• We know what we’re doing when it comes to invigorating partner communities through playspaces - and this invaluable experience is part of what makes us so attractive to those we work with. By working with communities that have experienced disinvestment, we’ve learned that the power of play goes well beyond the space itself. Our voice should effortlessly reflect our experience, insight and collaborative nature, without making us sound tedious or over polished.
• We’re responsive - we genuinely listen to people and take their perspectives and experiences into account - which is imperative when working with so many different communities. Our tone of voice should invite conversation and reflect this empathy, because we always strive to understand others, share their concerns and work together to make a difference. If we presume to know what communities need, we may never get the chance to have a meaningful conversation.
• We have no choice but to put our hearts, souls and everything into our fight to bring equitable access and opportunity for play to every kid. Naturally, our drive and passion will come through in how we speak. At the same time, we’ll never sound too pushy or frantic. We’re collaborative by nature and we don’t want to be so driven that we step on people’s toes. Our motivation and urgency should be evident to all.
• All the previous voice attributes combine to form a tone of voice that’s young, inspired and optimistic, without being juvenile. So let’s have a conversation, not a lecture, about how important it is for every kid to have access to play, and how devastating it is when they don’t. But rather than bring people down, we’ll energize them with our vision of bringing playspaces to every community. Our innovative approach to helping transform communities means we won’t sound like anyone else in our space.
• These attributes help define how we speak and serve as a reference point for anyone writing in the KABOOM! voice.
• Our voice is Bold Inspiring Energetic Dynamic Experienced Empathetic Driven Fresh But Never Showy Overwhelming Zany Rigid Arrogant Sappy Frantic Flippant
• We amplify the power of communities to build inspiring playspaces that spark unlimited opportunities for every kid, everywhere.
• Our mission: End playspace inequity. For good.
• Our tagline communicates KABOOM!’s goal to build inspiring playspaces for kids that serve as a catalyst for equity across communities everywhere. It implies that what we’re doing is more than creating a space to play. It’s about equitable opportunities for all.
• Spaces to Play. Sparks for Change.
• KABOOM! is a national nonprofit that works to achieve playspace equity. Kids who don’t have access to play miss out on childhood and are denied critical opportunities to build physical, social and emotional health. So we team up with communities to build incredible playspaces that help give every kid the opportunity to thrive. Our goal is to end playspace inequity. For good.
• Play is a fundamental human right.
• When kids don’t have a space to play, something’s fundamentally wrong.
• Lack of access to playspaces deprives them of a place they can just be kids. It denies their communities a place they can come together.
• And all too often, it affects communities of color. So let’s end it.
• Let’s give every kid incredible playspaces. Let’s forge unbreakable bonds within communities everywhere.
• And give every kid the chance to soar.
• It’s the right thing to do. It’s the only thing we do.
• And it’s the reason we won’t stop until we put an end to playspace inequity.
• For kids. For communities. For good.
• KABOOM! works with communities to build incredible, kid-designed playspaces that help give kids in every zip code the opportunity to thrive. Kids who don’t have access to play miss out on childhood and are denied critical opportunities to build physical, social and emotional health.
• For more than two decades, we’ve teamed up with bold, inspiring partners and community members, starting with the kids themselves, to understand each neighborhood’s unique aspirations. Then we build incredible places to play, inspired by their design, courage and leadership.
• Over the last 23 years, we’ve built or improved 17,000+ playspaces, engaged more than 1.5 million community members and brought joy to over 11 million kids. As we look to the future, we’ll continue our efforts to build collective action and community opportunity, spark hope and enable kids to reach their full potential. And we promise that we won’t stop until we put an end to playspace inequity. For good.

Visual Style

• Clearspace and minimum size are important to retain legibility and establish brand clarity.
• Clearspace guidance is the minumum recommonded amount. More space may be added in order to maintain balance depending on the situation (ie: playground signage).
• Print: 0.5" Screen: 40px
• Primary Purple. Always use on white or other light neutral colors.
• White knocked on a solid primary color.
• White knocked out on a photograph or image.
• White knocked on a solid secondary color.
• True Black for limited use only. Should only be used when color printing is not available.
• Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.
• Do not change the typeface within the word mark.
• Do not use any unspecified colors in the logo.
• Do not add any effects to the logo.
• Do not place the logo over a congested or low contrast part of an image.
• Do not outline the logo or mark.
• Violet is our primary brand color and is used in the logo. Tangerine and Lavender are our secondary colors while Sunflower, Mint and Dragonfruit may be used as accent colors.
• Violet HEX: #3E1C66 RGB: R62 G28 B102 CMYK: C91 M100 Y27 K18 PANTONE: 2617
• Lavender HEX: #D4A6E5 RGB: R212 G166 B229 CMYK: C18 M37 Y0 K0 PANTONE: 2567
• Tangerine HEX: #FC6340 RGB: R252 G99 B64 CMYK: C0 Y76 M79 K0 PANTONE: 1645
• Sunflower HEX: #FCF252 RGB: R252 G242 B82 CMYK: C4 M0 Y78 K0 PANTONE: 101
• Mint HEX: #99E5D1 RGB: R153 G229 B209 CMYK: C37 M0 Y24 K0 PANTONE: 331
• Dragonfruit HEX: #E846AE RGB: R232 G70 B174 CMYK: C10 M84 Y0 K0 PANTONE: 239
• Colors should be used in the proportions demonstrated in this chart. Additional examples for specific color use are outlined below:
• Soft Black HEX: #242428 RGB: R36 G36 B40 CMYK: C74 M68 Y61 K69 PANTONE: 419
• 60% Soft Black HEX: #7A7A80 RGB: R122 G122 B128 CMYK: C54 M46 Y42 K9 PANTONE: 419 60%
• 30% Soft Black HEX: #BDBDBF RGB: R189 G189 B191 CMYK: C26 M21 Y20 K0 PANTONE: 419 30%
• 10% Soft Black HEX: #E8E8EB RGB: R232 G232 B235 CMYK: C7 M6 Y4 K0 PANTONE: 419 10%
• 5% Soft Black HEX: #F5F5F5 RGB: R245 G245 B245 CMYK: C3 M2 Y2 K0 PANTONE: 419 5%
• White HEX: #FFFFFF RGB: R255, G255, B255 CMYK: C0 Y0 M0 K0 PANTONE: N/A
• Campton is our brand typeface. These are the weights that may be used across collateral.
• ExtraBold, ExtraBold Italic, Bold, Bold Italic, SemiBold, SemiBold Italic, Medium, Medium Italic, Book, Book Italic
• Fonts should be used according to the rules outlined here.
• Headlines Typeface: Campton ExtraBold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Title Case Color: Violet
• Sub-Headline One Typeface: Campton Bold Leading: Type size x 1.35 (e.g. 20pt type = 27pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Lavender
• Sub-Headline Two Typeface: Campton ExtraBold Leading: Type size x 1.3 (e.g. 10pt type = 13pt leading) Kerning: Optical Tracking: 0 Case: Uppercase Color: Violet
• Body Copy Typeface: Campton Book Leading: Type size x 1.4 (e.g. 9pt type = 12.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Black 60%
• Pull Quote Typeface: Campton Semibold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Violet + Lavender
• For cases where the main brand typefaces cannot be accessed (such as a third-party screen presentation), use these universally accessible typefaces in substitution. ARIAL Black, Black Italic, Bold, Bold Italic, Regular, Regular Italic
• Lifestyle Imagery Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - Kids-eye view - Positive facial expression - High resolution - Close cropping - No overstyled clothing, hair or makeup
• Studio Imagery Images should possess the following qualities: Bright and well-exposed Positive
• Build-Day In Action Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - High resolution - In-the-field vantage points - More candid than posed
• Kids at Play Images should possess the following qualities: Full color, natural light Bright and well-exposed High resolution Pairs or groups of kids - Joyful, harmonious moments
• The graphic system for our brand is inspired by and connects directly with our logo.
• Hand-drawn elements in our brand system follow the style and form in our logomark.
• The filled version of our mark can be paired with studio imagery according to the rules outlined here.
• When the filled mark is paired with studio photography, the angle should not be manipulated.
• The subject should appear optically centered withing the mark.
• Studio subjects work best when the bottom-half begins below the mark.
• Show all shades of skin. When showing a cross-section of children, make sure to depict a range of skin tones, from fair to dark-skinned.
• Be balanced. Depict children of all genders at play and don’t reinforce stereotypes about “boy” versus “girl” games and types of play.
• Represent thoughtfully. Don’t under-or over-represent any one cultural group in a given community setting, especially where it’s inaccurate, inauthentic, or could veer into stereotype.
• Keep communities central. When showing Boomers and build day volunteers in a neighborhood setting, make sure visual storytelling depicts community members and local partners at least as much as it showcases the visiting volunteers.
• Depict humility. Use photo framing and camera angles that depict community members and volunteers as equals, never in a way that centers a white perspective or glorifies the role of Boomers and volunteers.
• Showcase meaningful roles and moments. Seek to depict community members actively sharing in the build process alongside Boomers and volunteers, and/ or enjoying community with one another. Minimize moments that depict community members solely as ‘recipients’ of KABOOM! playspaces.
• Show community faces. To show respect and recognition of each community member, depict every photo subject facing the camera, rather than from behind.
• Seek to include, but never exploit. KABOOM! brand storytelling should uplift real perspectives, but not take advantage of systemic vulnerability by over-relying on depicting individuals as issue space case studies or brand success stories. In addition, always ensure that the end product of any piece of brand creative depicting communities and individuals is dignified, uplifting, and respectful.
• Ask permission to publish. Respect every community member’s agency by explicitly seeking consent to capture their image on-site at events, and to incorporate community likenesses into KABOOM! brand collateral.
• Show kids connecting cross-racially. Where possible, showcase children of different races and ethnicities interacting as playmates. Don’t use imagery that depicts play groups as segregated by race, gender, or other qualities.

Layout And Composition

• Clearspace and minimum size are important to retain legibility and establish brand clarity.
• Clearspace guidance is the minumum recommonded amount. More space may be added in order to maintain balance depending on the situation (ie: playground signage).
• Use clearspace guidance on p. 13 for each logo to retain legibility and establish brand clarity.
• Fonts should be used according to the rules outlined here.
• Headlines Typeface: Campton ExtraBold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Title Case Color: Violet
• Sub-Headline One Typeface: Campton Bold Leading: Type size x 1.35 (e.g. 20pt type = 27pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Lavender
• Sub-Headline Two Typeface: Campton ExtraBold Leading: Type size x 1.3 (e.g. 10pt type = 13pt leading) Kerning: Optical Tracking: 0 Case: Uppercase Color: Violet
• Body Copy Typeface: Campton Book Leading: Type size x 1.4 (e.g. 9pt type = 12.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Black 60%
• Pull Quote Typeface: Campton Semibold Leading: Type size x 1.2 (e.g. 48pt type = 57.6pt leading) Kerning: Optical Tracking: 0 Case: Sentence Case Color: Violet + Lavender
• For cases where the main brand typefaces cannot be accessed (such as a third-party screen presentation), use these universally accessible typefaces in substitution.
• The subject should appear optically centered withing the mark.
• Studio subjects work best when the bottom-half begins below the mark.
• When the filled mark is paired with studio photography, the angle should not be manipulated.

Mission Statement

• We amplify the power of communities to build inspiring playspaces that spark unlimited opportunities for every kid, everywhere.
• Our mission: End playspace inequity. For good.

Tagline

• Our tagline communicates KABOOM!’s goal to build inspiring playspaces for kids that serve as a catalyst for equity across communities everywhere. It implies that what we’re doing is more than creating a space to play. It’s about equitable opportunities for all.
• Spaces to Play. Sparks for Change.

Co Branding

• At times, the KABOOM! logo will need to appear with or alongside partner logos. These usage guidelines preserve our brand integrity when we have control of the logo’s use and when it’s handed off to a third party organization or partner.
• To emphasize partnership, both logos should appear balanced and equal in size.
• Use clearspace guidance on p. 13 for each logo to retain legibility and establish brand clarity.
• Clearspace guidance is the minumum recommonded amount. More space may be added in order to maintain balance depending on the situation (ie: playground signage).

Lifestyle Imagery

• These are examples of lifestyle portraiture that fit within our brand’s look and feel. Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - Kids-eye view - Positive facial expression - High resolution - Close cropping - No overstyled clothing, hair or makeup

Studio Imagery

• These are examples of studio imagery that fit within ourbrand’s look and feel. Images should possess the following qualities: Bright and well-exposed P. ositive n
• The filled version of our mark can be paired with studio imagery according to the rules outlined here.
• Subject: Child in motion.
• Rotation: When the filled mark is paired with studio photography, the angle should not be manipulated.
• Placement: The subject should appear optically centered withing the mark.
• Studio subjects work best when the bottom-half begins below the mark.
• Show all shades of skin. When showing a cross-section of children, make sure to depict a range of skin tones, from fair to dark-skinned.
• Be balanced. Depict children of all genders at play and don’t reinforce stereotypes about “boy” versus “girl” games and types of play.
• Represent thoughtfully. Don’t under-or over-represent any one cultural group in a given community setting, especially where it’s inaccurate, inauthentic, or could veer into stereotype.
• Exercise equity continuity. Adhere to the other principles outlined in the Lifestyle & Studio Imagery section of the brand guide (p. 27) wherever relevant.

Build Day In Action

• These are examples of successful photos of our Build-Days in action. Images should possess the following qualities: - Full color, natural light - Bright and well-exposed - High resolution - In-the-field vantage points - More candid than posed
• • We recognize that many of these photos include our old logo and brand elements and that’s OK. Those elements are relatively small within the images, and are also a nod to our long, proud history. As we acquire photos with the new branding elements, we will start swapping those in.

Kids At Play

• These are examples of successful photos of kids and the community coming together and interacting with playspaces after a build. Images should possess the following qualities: Full color, natural light Bright and well-exposed High resolution Pairs or groups of kids - Joyful, harmonious moments

• Show kids connecting cross-racially. Where possible, showcase children of different races and ethnicities interacting as playmates. Don’t use imagery that depicts play groups as segregated by race, gender, or other qualities.

• Exercise equity continuity. Adhere to the other principles outlined in the Lifestyle & Studio Imagery and Build Day: In-Action sections of the brand guide (p. 27 -28) wherever relevant.

Equity In Visuals

• Show all shades of skin.
• When showing a cross-section of children, make sure to depict a range of skin tones, from fair to dark-skinned.
• Be balanced.
• Depict children of all genders at play and don’t reinforce stereotypes about “boy” versus “girl” games and types of play.
• Represent thoughtfully.
• Don’t under-or over-represent any one cultural group in a given community setting, especially where it’s inaccurate, inauthentic, or could veer into stereotype.
• Keep communities central.
• When showing Boomers and build day volunteers in a neighborhood setting, make sure visual storytelling depicts community members and local partners at least as much as it showcases the visiting volunteers.
• Depict humility.
• Use photo framing and camera angles that depict community members and volunteers as equals, never in a way that centers a white perspective or glorifies the role of Boomers and volunteers.
• Showcase meaningful roles and moments.
• Seek to depict community members actively sharing in the build process alongside Boomers and volunteers, and/ or enjoying community with one another. Minimize moments that depict community members solely as ‘recipients’ of KABOOM! playspaces.
• Show community faces.
• To show respect and recognition of each community member, depict every photo subject facing the camera, rather than from behind.
• Seek to include, but never exploit.
• KABOOM! brand storytelling should uplift real perspectives, but not take advantage of systemic vulnerability by over-relying on depicting individuals as issue space case studies or brand success stories. In addition, always ensure that the end product of any piece of brand creative depicting communities and individuals is dignified, uplifting, and respectful.
• Ask permission to publish.
• Respect every community member’s agency by explicitly seeking consent to capture their image on-site at events, and to incorporate community likenesses into KABOOM! brand collateral.
• Exercise equity continuity.
• Adhere to the other principles outlined in the Lifestyle & Studio Imagery section of the brand guide (p. 27) wherever relevant.
• Show kids connecting cross-racially.
• Where possible, showcase children of different races and ethnicities interacting as playmates. Don’t use imagery that depicts play groups as segregated by race, gender, or other qualities.
• Adhere to the other principles outlined in the Lifestyle & Studio Imagery and Build Day: In-Action sections of the brand guide (p. 27 -28) wherever relevant.

Additional Properties

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