VISUAL REBRANDING PROPOSAL

by / AARON MARET
rev / 05 SEPT 2014
SOCAP Brand Reboot
Why Reboot?
Quite simply, the shine
of the on-the-ground
SOCAP user experience has
outstripped and outgrown
the impact of the original
brand.
With the growth and
success of SOCAP, it is
sound and timely strategy
to evolve a visual style that
is better suited to a world-
class organization.
There is an opportunity to
express a greater visual
affinity with the Impact
Hub brand, creating a
more coherent strategic
relationship.
1 2 3
Logomark Redux
The visual metaphor of the SOCAP
logomark is the circle-star.
Five arrows converge into the central
space of the circle, representing the
actions of gathering, coming together,
and convening.
The elements coming together create
something new and special in the space
between each other. The (positive) figure
of the arrows creates the (negative)
space of the star offset and tilted within
the circle representing a dynamic
movement.
The evolution of the original logomark in
this logomark redux honors the original
metaphor, rendered in a form that is
cleaner, simpler, and visually stronger.
This new logomark has the added
advantage of being more adaptable and
flexible across a broad range of design
applications and collateral materials.
SEPTEMBER 2015
LOCATION TBA
SAN FRANCISCO | CA
SEPTEMBER 2015
LOCATION TBA
SAN FRANCISCO | CA
SOCAP15 Lockup
2015 Theme Proposal
MAPPING THE FUTURE OF IMPACT
As a global community of pioneers
in the emerging space of Social
Capital Markets, we have come a
long way. The tools, techniques,
ideas, and perspectives that make
up this exciting and dynamic
movement have gained clarity.
The people, organizations, and
networks are maturing. We are
getting a sense of ourselves. At
times we have stumbled, but weve
also gained powerful footholds in
this upward movement towards
creating lasting, positive impact.
SOCAP15 is about looking at the
challenges ahead and mapping the
path to the more beautiful world
we create when we align with our
common values. Its about orienting
towards collective intelligence with
greater levels of coherence.
Typography
Museo Asap
USE
General text
DESCRIPTION
Asap is a contemporary sans-serif family with
subtle rounded corners. It is friendly and highly
legible.
It includes two font-weights: regular and bold.
Asap is a free, open-type, cross-platform
typeface suitable for screen, print, and web
applications.
It can be downloaded at Google fonts:
www.google.com/fonts/specimen/Asap
USE
Logotype only
DESCRIPTION
Berthold Akzidenz will remain as the typeface
used in the SOCAP, SOCAP15, etc logotypes.
It is no longer used for any other application.
USE
Titles, Headers, Special cases
DESCRIPTION
Museo is a sturdy, low-contrast, geometric,
highly legible semi-serif typeface that is clean
and unconventional,
It includes three font-weights: 300, 500, and 700.
Museo (the weights specified above) are free,
open-type, and cross-platform.
It can be downloaded at myfonts.com:
www.myfonts.com/fonts/exljbris/museo
Berthold Akzidenz
Colors
YELLOW
Web
#FFCD00
Screen
R: 255
G: 54
B: 0
Print
C: 0
M: 19
Y: 93
K: 0
ORANGE
Web
#F16D20
Screen
R: 241
G: 109
B: 32
Print
C: 0
M: 67
Y: 90
K: 0
RED
Web
#B93800
Screen
R: 185
G: 56
B: 0
Print
C: 19
M: 86
Y: 100
K: 10
GREEN
Web
#599200
Screen
R: 89
G: 146
B: 0
Print
C: 70
M: 20
Y: 100
K: 5
BLUE
Web
#00B6E1
Screen
R: 0
G: 182
B: 225
Print
C: 71
M: 2
Y: 7
K: 0
DARK GREY
Web
#373532
Screen
R: 55
G: 53
B: 50
Print
C: 66
M: 58
Y: 58
K: 65
GREY
Web
#d2cdc8
Screen
R: 210
G: 205
B: 200
Print
C: 20
M: 17
Y: 20
K: 1
LIGHT GREY
Web
#F5F2E9
Screen
R: 245
G: 242
B: 233
Print
C: 5
M: 4
Y: 10
K: 0