Official Websites
Brand Guidelines
2021
Brand Summary
Mission
- Strengthen the brand across the country by conveying character and personality, ensuring proper application of the brand identity in all designs [^1].
Core Values
Target Audience
- Children and their guardians, with an emphasis on diversity, inclusion, and community [^2].
Personality Traits
- energetic
- friendly
- approachable
- youthful
- inclusive
- positive
Visual Identity Overview
- The visual identity is playful, vibrant, and clean, featuring lively imagery of children, a modern and whimsical logo, bright and diverse color palettes, and simple, approachable typography. The brand emphasizes inclusion, energy, and community through its imagery and design elements [^3].
Categories
Brand Voice
- Our brand should convey our character and personality.
- This brand identity was design to be: • Simple, and impactful • Fun, and clean
Brand Imagery
- Children Celebrating Outdoors - The image should feature a lively, energetic scene with children in a sports or outdoor activity setting, possibly in a stadium or open field, with a large audience or crowd in the background that appears to be celebrating or cheering. The scene includes children raising their arms triumphantly, with some looking upwards or towards the center, conveying excitement and enthusiasm. The background should have a textured, vibrant blue tone that suggests a stylized or artistic overlay, with abstract splashes or splatters contributing to a dynamic atmosphere. The visual elements should emphasize diversity among children in terms of appearance, hair, and clothing, and include details like sportswear or casual attire. The top left corner should display the ‘Kids Up Front’ logo, and nearby the logo, the year ‘2021’ is visible in small, contrasting text. In the center or upper part of the image, the phrase ‘Brand Guidelines’ is prominently displayed in white, clean, modern font, ensuring clear readability. The overall composition should evoke themes of youth, energy, community, and branding, with a focus on inclusion and positivity.
- Empty Plain Background - The image would likely depict a blank or empty space, primarily white or plain background, with no discernible objects, subjects, or details present, conveying a minimal or undefined scene with no specific elements or features.
- Girl in Nature - The picture should feature a young girl with curly brown hair and a light skin tone, outdoors in a natural setting with a blurred green background that suggests grass and foliage. She is wearing a white top with a slight ruffle, and her face is not visible as it is obscured by a large, blurred square covering her facial features. Her hair appears voluminous and natural, cascading over her shoulders. She might be wearing small earrings, and her posture indicates she is facing slightly to her left. The overall scene conveys a bright, sunny day with soft, natural lighting and a calm, outdoor environment.
Color Palette
Brand Guidelines Color Palette Primary
| #046c65 | #816643 |
| R4G108B181 | R129 G187 B67 |
| C90 M56 Y1 K0 | CSS M4 Y99 K0 |
Secondary #ffffff R255 G255 B255 C0 M0 Y0 K0 Accents| #e65526 #f86608 |
| R230 G85 B38 R248 G187 B8 |
| C4 M82 Y100 K1 C3 M28 Y100 K0 |
Typography
Brand Guidelines Typography
Avenir
Paragraph font
- ABCDEFGHIJKLMNOPQRSTUVWXYZ
- abcdefghijklmnopqrstuvwxyz
- 1234567890!@#$%^&*()-_+=<>
Regular
- Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin varius mi et imperdiet pulvinar. Suspendisse sit amet orci eu metus vestibulum tempus.
Oblique
If Avenir is not available online, please use:
- Nunito
Bold
Tone And Messaging
- Our brand should convey our character and personality.
- This brand identity was design to be: • Simple, and impactful • Fun, and clean
Brand Values
- We have developed this book with the intention of strengthening our brand across the country. Our brand should convey our character and personality.
- This brand identity was design to be: • Simple, and impactful • Fun, and clean
Visual Style
- The image should feature a lively, energetic scene with children in a sports or outdoor activity setting, possibly in a stadium or open field, with a large audience or crowd in the background that appears to be celebrating or cheering. The scene includes children raising their arms triumphantly, with some looking upwards or towards the center, conveying excitement and enthusiasm. The background should have a textured, vibrant blue tone that suggests a stylized or artistic overlay, with abstract splashes or splatters contributing to a dynamic atmosphere. The visual elements should emphasize diversity among children in terms of appearance, hair, and clothing, and include details like sportswear or casual attire. The top left corner should display the ‘Kids Up Front’ logo, and nearby the logo, the year ‘2021’ is visible in small, contrasting text. In the center or upper part of the image, the phrase ‘Brand Guidelines’ is prominently displayed in white, clean, modern font, ensuring clear readability. The overall composition should evoke themes of youth, energy, community, and branding, with a focus on inclusion and positivity.
- The image features a clean, minimalist design with a white background. At the top, centered and spaced evenly, the words ‘Brand Guidelines’ are displayed in a light green, sans-serif font with a moderate size, possibly around 20-25 pixels. Below this, prominently centered and occupying a significant portion of the image, is the word ‘About’ in a large, bold, dark blue, sans-serif font, likely around 50-60 pixels in size. The layout emphasizes clarity and professionalism, with the contrasting colors drawing attention to the main focus—the ‘About’ section—while the ‘Brand Guidelines’ text provides context at the top. The entire composition is symmetrical, balanced, and designed to be easily readable and visually appealing.
- This brand identity was design to be: • Simple, and impactful • Fun, and clean
Additional Properties
| Property | Value |
|---|
| Cra Program Account Number | 805044542RR0001 |
| Country | Canada |
| Donations | 89,390 Canadian dollar (as of 2006), 52,826 Canadian dollar (as of 2007), 55,805 Canadian dollar (as of 2008), 1,309,899 Canadian dollar (as of 2009), 1,117,609 Canadian dollar (as of 2010) (+14 more) |
| Linkedin Company Or Organization Id | kids-up-front-toronto |
| Instagram Username | kidsupfrontto |
| Facebook Username | kidsupfrontto |
Revenue History
Employees History
Total Assets History