THE BRAND

Mind Matters was created to increase access to mental health services for students and families. We want to provide a space where people can come together and learn about mental health and how to better themselves and help others

 

Our mission is to educate and raise awareness.

BRAND ATTRIBUTES

Empower people to to make a change in their lives

Understand survivor's feelings, they are not alone

Shed light on a hope for cure

 

BRAND MARKS

1 X

1.5 X

LOGO VARIATIONS

Primary 

This mark is ready to use on any external properties.

Symbol 

This logo is for special circumstances such as social media profile pictures.

Horizontal 

This mark may be used in circumstances where the name in the primary mark would become too small to be read effortlessly.

Wordmark 

The wordmark (horizontal or vertical) can stand by itself only in cases where the symbol is located somewhere in the finished piece.

CLEARSPACE

Clear space around the logo is equal to the full circle on the symbol. Besides respecting the clearspace, there are fo further placement guidelines.

INCORRECT USAGE

Do not rearrange the symbol and the wordmark

Do not type out the wordmark

Do not change colors of different parts of the logo

Do not type the wordmark in all-caps

Do not use other fonts for the brandmark

Do not apply effects to the logo.

The Mind Matters brand mark is composed of contrasting organic and geometric shapes that are responsible for the broader brand story.

 

COLOR

Colors are extremely emotive. Our extensive color palette composed of 20 different colors provides us the opportunity to create unique combinations - which mimics how, even though people might be diagnosed with the same mental disorder, they all have unique experiences. 

COLOR USAGE

In order to combine the colors effectively, the 20 colors were separated into 3 groups. While working on a product, pick only one color from each group.

Do not repeat colors from the same group.

 

TYPOGRAPHY

Brandon Grotesque is our typeface, providing and approachable and friendly aesthetic to our brand communication. 

Headline 1: Brandon Grotesque Black

Size: X

Headline 2: Brandon Grotesque Black

Size: 0.77 X

Paragraph: Brandon Grotesque Regular

Size: 0.37 X

Although we only use one typeface, the fluidity and uniqueness of emotions are expressed by the different type treatments that make up our brand.

WAVE

Wave treatment can be used for quick announcements and self-care reminders, the text should always be centered. When creating the wave treatment, make sure to set it to 10% horizontal blend and 0% distortion.

OUTLINE

Outlined text is used when talking about emotions, moods, and mental disorders. 

When text size is set to 40pt, outline width should be set to 1pt. Text should always be lowercase.

 

ART DIRECTION

The goal of the conference's key visuals is meant to represent the fluidity of emotions and how they are constantly changing.

BLOBS

There should be a defining line across any visual that includes blobs. This will act as a horizon line to show depth in the work. The interacting blob should be partially behind the horizon line and overlapping in the front as shown to the right.

PHOTOGRAPHY

There is no use of photography in any promotional graphics.

SOCIAL MEDIA

A post format was created to display different types of information for social media posting.

With exception to topic highlights, all text should be placed on solid backgrounds to ensure the legibility of important information.

INFORMATION
TOPIC HIGHLIGHTS
SPEAKER
REMINDER
ANIMATIONS

Each type of social posts has a corresponding animation style.

Information/Speaker posts will show the blob with turbulent motion in within its environment.

INFORMATION

 Reminder posts will animate into the image by appearing to fill in space similar to the way water does in a cup, except top to bottom.

REMINDER

Topic Highlight posts are personalized to the word. For example, the word anxiety flashes to simulate the overwhelmingness of what's going on. The blob should move as it does in all other enviorments. 

TOPIC HIGHLIGHTS
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