CORE Brand Book 2022

BRANDBOOK
- 2023 -

WELCOME
We empower communities in crisis
CORE’s work focuses on empowering and supporting vulnerable communities through
and beyond crisis. These communities are affected by crises, and it is our mission to
support them in our collective journey for a more equitable future.
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BRAND GUIDE

contents
OUR BRAND
LOGO
COLORS
TYPOGRAPHY
PHOTOGRAPHY
ILLUSTRATION & ICONS
STATIONERY
SOCIAL MEDIA
WEBSITE
PARTNERSHIP LOGO LOCKUPS
BRAND SUPPORT ASSETS
FIELD COMMUNICATION/
BRANDED MATERIALS
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OUR
BRAND
Mission & Vision
Values
Voice
Brand Tone

MISSION & VISION
Mission
We empower communities in and beyond crisis.
Vision
We envision a more equitable world in which underserved
communities are prepared and can effectively respond to
crisis from within.
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VALUES
Empathy
We listen, we learn, and then we
act. Everything we do is driven by
compassion, respect, inclusion, diversity,
and equity.
Community
It begins our name for a reason. Our
efforts revolve around the community.
It’s in our staff, teamwork, collaboration
with partners, engagement, and our
integrated approach.
Resilience
Like the communities
we serve, we are
determined and
resolute. We exceed
challenges to get the
job done.
Passion
We are hopeful and
optimistic. We channel our
frustration at injustice and
inequity into action to make
positive things happen.
Preparedness
We are ready to respond at a moment’s
notice and scale rapidly. We support
communities to be prepared for the
future and help them pave a road to
long-term recovery.
Adaptability
We are flexible, nimble, and innovative.
We are resourceful. We forge creative
and collaborative solutions and are not
afraid to rethink traditional methods to
support those in need.
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OUR VOICE
Be inspiring.
When we engage our
supporters, we want
them to feel what we feel
when we hear about the
impact of our efforts.
The passion that fuels
CORE’s work should
shine through and leave
others filled with hope
and optimism.
Be empowering.
Empowerment is at the
heart of our brand. We
are not saviors. We are
supporters of resilience.
We are proud of our work,
and we prefer to let it
speak for itself, without
hyperbole. Save the hot
air. (We don’t need any
more global warming)
Be grateful.
Our work would not
be possible without
our staff, volunteers,
supporters, and
partners. We
acknowledge this
wherever we can
and are sincere in
our gratitude.
Keep it simple.
Access is just as important
to CORE’s work as it is to
the words we use. We steer
clear of hyperbole and make
sure information is accurate
and approachable. We are
direct, lead with what’s
most important, and avoid
confusing and distracting
jargon. Brief is better.
OUR TONE
The conditions surrounding our work are often devastating. We like to be positive and optimistic
as much as possible and convey hope. Our tone varies slightly depending on the medium, but it is
always driven by empathy. Write as if everyone is in the room. We are considerate and respectful of
the communities we serve and our partners and mindful of the imagery we use and how we speak
around it. On social, we keep it professional and to the point. Above all, we keep it authentic and
avoid gimmicky language.
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LOGO
Our Logo
Elements & Versions
Size & Space
Infinity Icon
Colors

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PRIMARY LOGO
We empower communities
in crisis
Icon
Logotype
CORE (Community Organized Relief Effort)
is a global crisis response organization that
brings immediate aid and long-term recovery
solutions to underserved communities. CORE
gets in early, saving lives and strengthening
communities for the future. We act quickly in
the face of disaster to mobilize community
members and leaders.
Tagline
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0.1 0.1
0.5
SPACING & SIZE
0.5
Dynamic and Grid
Logo Clear Space
When you place our logo in a design, please
make sure you give it room to breathe. We call
this clear space. Always leave a clear space area
equal to 1 in. of the logo’s typographic weight.
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SPACING & SIZE
Limits and Replacements
Logo Minimum Size
We want people to see our logo clearly
1.8 in
across all our communications. To make sure
it’s visible to everyone, we have a minimum
size for print and digital formats. There will be
occasional exceptions, but please stick to the
minimum sizes wherever possible.
1.4 in
Print: Minimum width 1.8 in. Below this
number, we use the logo without the tag.
Digital: Minimum width 172 px. Below this
0.8 in
number, we use the logo without the tag.
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MISUSE
The don’ts
Never manipulate or distort the CORE logo, for example by removing the tagline or by stretching or compressing
it. Never try to redesign an element of the logo or replace/add an element. Never add words or images or create a
composite logo treatment.
Never use a background with
insufficient contrast for the logo.
Never stretch or distort the logo.
Never change or rearrange the
relative sizes of the icon, tag and type.
Never change the orientation of the logo with
angles different than 0 or 90.
Never change or rearrange the relative
sizes of the icon, tag and type.
Never switch the colors of the icon.
Never add any effects like drop
shadows or embossing.
Never shear the logo.
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HORIZONTAL LOGO
Secondary Option
When
We use the horizontal logo when we want to highlight the tag of the logo
“Community Organized Relief Effort”.
Where to use
Headers on decks, flyers and brochure headers, digital web-menus, or any
marketing assets that need to highlight the logo’s tag.
Where not to use
Social media posts and digital ads.
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HORIZONTAL LOGO
Secondary Option
Horizontal Logo Minimum Size
We want people to see our logo clearly across all our communications. To make sure
it’s visible to everyone, we have a minimum size for print and digital formats.
Print: Minimum width 3 in.
Digital: Minimum width 288 px.
3 in
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MISUSE
The don’ts
Never manipulate or distort the CORE logo, for example by removing the tagline or by stretching or compressing it. Never try to
redesign an element of the logo or replace/add an element. Never add words or images or create a composite logo treatment.
Never use a background with
insufficient contrast for the logo.
Never stretch or distort the logo.
Never change or rearrange the
relative sizes of the icon, tag and type.
Never change the orientation of the logo with
angles different than 0 or 90.
Never change or rearrange the relative
sizes of the icon, tag and type.
Never switch the colors of the icon.
Never add any effects like drop
shadows or embossing.
Never shear the logo.
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BRAND ICON
Infinity sign
0.5
The infinity sign represents something that
is unlimited and endless. This is a sacred
0. 5
geometric symbol found in three fields:
the mathematical, the physical, and the
metaphysical. It represents infinitude, core,
harmony, balance, regeneration, and eternity.
Our brand expresses the infinity dynamic
by merging C+O. CORE’s infinity symbol
0.5
represents our values and DNA. We help
communities to regenerate, restore balance,
0. 5
and we operate in an infinite movement in
order to transform lives.
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MISUSE
The don’ts
Never manipulate or distort the CORE brand icon, for example by stretching or compressing it. Never try to redesign
CORE’s icon or replace/add an element. Never add words or images or create a composite icon treatment. The icon has its
own specific cut and framing usage presented in the following pages.
Never use a background with
insufficient contrast for the icon.
Never stretch or distort the icon.
Never change or rearrange the
relative size of the icon.
Never change the orientation of the icon with
angles different than 0 or 90.
Never add any effects like drop
shadows or embossing.
Never shear the icon.
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MISUSE
The don’ts
Never manipulate or distort the CORE brand icon, for example by stretching or compressing it. Never try to redesign
CORE’s icon or replace/add an element. Never add words or images or create a composite logo treatment. The icon has its
own specific cut and framing usage presented in the following pages.
Never use a background with
insufficient contrast for the icon.
Never stretch or distort the icon.
Never change or rearrange the
relative size of the icon.
Never change the orientation of the icon with
angles different than 0 or 90.
Never add any effects like drop
shadows or embossing.
Never shear the icon.
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BRAND COLOR
BlackBlueberry
Our logo comes in two colorways to create
consistency. The one you use will depend on
your background image or color.
Primary
BlackBlueberry
RGB: 36 37 41
CMYK: 74% 67% 61% 68%
#242529
Primary Logo:
This default BlackBlueberry logo should be
used whenever possible. Must appear on a
field of white.
Secondary Reversed Out Logo:
For use only on dark black backgrounds. Inner
space of icon should remain transparent.
Secondary
White
RGB: 255 255 255
CMYK: 0 0 0 0
#ffffff
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COLORS

COLOR GUIDE
Brand Primary Color
The official CORE primary color is BlackBluberry. It needs
to be in 25% of any CORE layout when applied or combined with
secondary or extra color palette.
Pantone:
BlackBlueberry 80%
RGB: 68 69 74
CMYK: 69% 62% 55% 40%
#44454A
Alternative PMS: 5395 C
RGB: 36 37 41
CMYK: 74% 67% 61% 68%
#242529
Pantone:
BlackBlueberry 70%
RGB: 113 117 126
CMYK: 58% 48% 40% 10%
#71757E
Pantone:
BlackBlueberry 40%
RGB: 177 180 187
CMYK: 31% 24% 20% 0%
#B1B4BB
Pantone:
BlackBlueberry 30%
RGB: 200 203 208
CMYK: 21% 15% 13% 0%
#C8CBD0
Pantone:
BlackBlueberry 15%
RGB: 238 239 241
CMYK: 5% 3% 3% 0%
#EEEFF1
Pantone:
BlackBlueberry 8%
RGB: 247 248 248
CMYK: 2% 1% 1% 0%
#F7F8F8
BlackBlueberry®
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- SECONDARY COLORS
COLOR STRATEGY
Expressing emotions
through colors
DOMINANT
CORE Blackblueberry is our hero color. We
INTERMEDIARY
NEUTRAL
use this primary color to clearly signify the
TONICS
presence of CORE brand in people’s lives, and
to help our users immediately identify us.
COLOR HIEARCHY
To continue our journey and make our stories
even more exciting, we have a select set of
supporting colors which help CORE to express
our values and get what we need to support
more communities.
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#URGENCY
#HELP
#DONATE
Red Mana will help us to fundraise
for an emergency crisis. This color
will also support our passion and
preparedness stories.
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RED MANA
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#HOPE
#SUSTAINABILITY
#RESILIENCE
Emerald Mint will take us to communities where
resilience and sustainability are necessary. This
color is perfect for expressing hope and empathy.
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EMERALD MINT
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#EMPOWERING
#COMMUNITY
#ADAPTABILITY
Ball Blue will be present when we want
to show our impact, adaptability and
empowerment.
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BALL BLUE
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TYPOGRAPHY
Brand Type
Display Type
Digital Types

OUR FAVORITE FONTS
Our primary brand font is Graphik. We use it in print and on the web. When Graphik
isn’t available, we use Montserrat and Calibri. We love using serif fonts and we use
Domine for titles, display titles, subtitles and quotes.
Secondary fonts like Montserrat and Calibri are digital fonts and must be used on
e-mail signature, decks and digital assets.
Use the font that works best with your design, and always be consistent throughout
whatever you’re working on. Never use more than 2 fonts on a single document.
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BRAND
TYPEFACES
Our primary font is Graphik. It is a clear, legible and
modern typeface that works well in print and online.
It includes many weights, including thin, thin italic,
light, light italic, extra light, extra light italic, medium,
medium italic, regular, regular italic, semibold,
Pt - 32 Thin I 42px
Graphik Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
semibold italic, bold, bold italic, black, black italic,
super, super italic.
For Headlines and Titles
Use Graphik Light/Black.
For Subheads
Use Domine.
For Quotes
Pt - 32 Thin Italic I 42px
Graphik Thin Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Use Graphik or Domine.
For Body Copy
Use Graphik.
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Pt - 32 Extra Light I 42px
Graphik Extra Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Light Italic I 42px
Graphik Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Extra Light Italic I 42px
Graphik Extra Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Regular I 42px
Graphik Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Light I 42px
Graphik Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Regular Italic I 42px
Graphik Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
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Pt - 32 Medium I 42px
Graphik Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Semibold Italic I 42px
Graphik Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Medium Italic I 42px
Graphik Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Bold I 42px
Graphik Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Semibold I 42px
Graphik Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Thin Italic I 42px
Graphik Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
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Pt - 32 Black I 42px
Graphik Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Super I 42px
Graphik Super
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Black Italic I 42px
Graphik Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Super Italic I 42px
Graphik Super Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
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DISPLAY
TYPEFACE
Our display font is Domine. It is an empathetic,
legible, and lovely typeface that works well
Pt - 32 Regular I 42px
Domine Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
in storytelling, editorial and the digital world.
It includes four weights: regular, medium,
semibold and bold.
Usage
For Headlines
For Subheads
For Quotes
Pt - 32 Medium I 42px
Domine Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
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Pt - 32 Semibold I 42px
Domine Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
Pt - 32 Bold I 42px
Empowering
communities
in crisis
Domine Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&*
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Pt - 20/10 I 30/10px
DIGITAL
TYPEFACE
Our digital fonts are Montserrat and Calibri.
They are popular, legible and easy to find
in any computer and digital platform. They
include many weights, from light to black.
Usage
For Canva
For PowerPoint
For Emai Signature
For Email Campaign
For Facebook Creative Ads
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
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Pt - 20/10 I 30/10px
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Pt - 20/10 I 30/10px
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Calibri
ABCDEFGHIJKLMNOPQRSTUVWXY
abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
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PHOTOGRAPHY
Approach
Examples

OUR PHOTO
APPROACH
We focus on resilience -
but don’t shy away from the
tough, emotional moments
Photography is an integral part of our brand. You’ll see
beautiful photos of smiling people in everything we do
because even through tough times, we highlight hope,
happiness, and resilience.
We portray the communities we serve with dignity. And
anytime we show photos of harsh reality, we pair it with
explanations of what others can do to help. We want
to inspire everyone who interacts with our brand to
feel hopeful and motivated to take action. Our imagery
represents empathy, resilience, and possibility.
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OUR PHOTO
TECHNIQUE
Focus on storytelling and
documentary style
A photography style guide, or brand photo guide, is the
framework to follow when creating images for our brand.
PHOTO COMPOSITION AND STYLE
STORYTELLING/BRAND PHOTOS
- hope, resilience and joy -
Documentary, portrait, spontaneous and natural style
COLOR COMPOSITION
-Medium to high saturation
-No filter
NARRATIVE/STORYTELLING
-Inspiring moments, people smiling, connection
between people, happiness, hope and resilience mood.
Accomplishment and close-up reaction are always welcome!
STORYTELLING/BRAND PHOTOS
- hope, resilience and joy -
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photo: Council on Foreign Relations
photo: The Dallas Morning News
photo: The Time of Israel
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ILLUSTRATION
& ICONS
Approach
Examples

ICONS
Focus on lines, not solid blocks.
We keep our icons and illustrations flat, clean,
white, or black without gradients or shadows.
For campaigns and UX, we lean toward simple
FLOOD
- special icon -
icons in solid black or white colors. Simple and
elegant, our icons should always be easy to
identify at a glance.
When talking about disaster, we use special
icons in our website and graphic assets.
ICONS
- fun, clean and flat style -
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ICONS
- we have more than 1000 icons -
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ICONS
- donation special icons
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STATIONERY
Business Card
Letterhead
Envelopes
Folder
Email Signatures

BUSINESS
CARD
Card Prints:
BlackBlueberry
165# Classic Crest Smooth Solar White
Finishes: varnish in logo lines
Logo Size: 1.735” width
Type: Graphik 9 pt
Logo Lines: 0.25 pt
Name
Title
Pronouns (optional)
c: xxx xxx xxx
o: 323 934 4400
w: www.COREresponse.org
e: name@coreresponse.org
910 N. Hill Street
Los Angeles CA 90012
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LETTERHEAD
Letterhead Prints:
BlackBlueberry
Logo Size: 1.5” width
Type: Graphik 9, 10 and 12pt
Icons: BlackBlueberry
323.934.4400
information@coreresponse.org
@COREresponse
www.COREresponse.org
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ENVELOPE
Envelope Prints:
BlackBlueberry
Logo Size: 1.7” width
Type: Graphik 10 and 12pt
Icons: BlackBlueberry
910 N. Hill Street
Los Angeles CA 90012
910 N. Hill Street
Los Angeles CA 90012
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FOLDER
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E-MAIL SIGNATURE
Use Calibri font for email signature. Please do not alter or customize the agency email
signature. Do not add other images or logos, change colors or resize.
RODRIGO A. GIANELLO
Design Director and Brand Manager
Pronouns: He/Him/His (Optional)
e: rodrigo.gianello@coreresponse.org
c: 310.598.9898
a: 910 N Hill St, Los Angeles CA 90012
w: www.coreresponse.org
s: @coreresponse
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SOCIAL
MEDIA
Our Profile
Social Tone
Social Media Platforms
Social Posts Sample

SOCIAL MEDIA
PROFILE
Our logo comes in different colorways to
create consistency. The one you use will
depend on the goal or celebration.
Instagram
180 x 180
Linked In
400 x 400
Facebook
360 x 360
Twitter
400 x 400
Primary Logo
Primary Logo
This default logo should be used whenever
possible. Must appear on a field of black.
Secondary Reversed Out Logo
For use only on white backgrounds.
Patterns
For use exclusively in social media special
Instagram
180 x 180
Linked In
400 x 400
Facebook
360 x 360
Twitter
400 x 400
celebration dates such as Pride, Earth Day,
Diversity and Inclusion etc.
Secondary Reversed Out Logo
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MISUSE
Make sure to leave a small area between the
logo and the profile circle.
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*NOTE: Regions shoudn’t use these without HQ approval first.
Patterns
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SOCIAL MEDIA
REGION STARTEGY
In order to differenciate our local regions, we use an
extension to our social media profile logo.
- NEW ORLEANS - - LOS ANGELES - - HAITI - - BRAZIL -
Instagram
180 x 180
Linked In
400 x 400
Facebook
360 x 360
Twitter
400 x 400
Regional Logo
2023 CORE
BRAND GUIDE

SOCIAL MEDIA HERO BANNER
2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE

SOCIAL TONE
Our social media is meant to educate our followers about our global operations in an engaging and personable way,
often by highlighting the incredible stories of those we support.
Much like our brand voice, our social voice balances a professional and personal tone. Our job is to inform our followers
about our efforts and the situations surrounding them. While confronting the realities of the crisis at hand, we want to
give people hope that help is on the way and being administered in a positive way.
Be a storyteller.
We are only as strong as
the people we work with
and those we help. Their
stories drive our mission
and who we are. We want
to share and celebrate
those stories.
Be passionate.
We are proud of our work
and want our followers
to be proud to support
us. We want them to feel
the passion behind our
mission. Our captions
should capture the
inspiration that motivates
our teams on the ground
every day.
Be “likeable.”
While our work centers
around crises, we want
our messaging to focus
on our efforts to make
an impact by providing
immediate relief and
long-term support.
Be direct.
Captions should be brief.
It’s already hard enough
to keep people’s attention,
so we try to keep our copy
short and to the point.
Take out all unnecessary
words wherever possible.
2023 CORE
BRAND GUIDE

SOCIAL TONE EXAMPLES
2023 CORE
BRAND GUIDE

SOCIAL
POSTS
NEW
STRATEGY
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BRAND GUIDE

WEBSITE

Typography
Colors
Aa H1 header
Graphik Desktop: 74 px Tablet: 56 px Mobile: 30 px
Aa H1 header
Domino Desktop: 74 px Tablet: 56 px Mobile: 30 px
Primary
BlackBlueberry
#242424
Secondary
Red Mana
#d74a4a
Ball Blue
#093d45
Emerald Mint
#1c332a
Filters
H2 header
H2 header
BlackBlueberry
#44454A (80%)
Red Mana
#e64141 (80%)
Ball Blue
#157686 (80%)
Emerald Mint
#548f75 (80%)
Desktop: 74 px Tablet: 56 px Mobile: 30 px
H3 header
Desktop: 74 px Tablet: 56 px Mobile: 30 px
Desktop: 74 px Tablet: 56 px Mobile: 30 px
H3 header
Desktop: 74 px Tablet: 56 px Mobile: 30 px
BlackBlueberry
#71757E (70%)
BlackBlueberry
#B1B4BB (40%)
Red Mana
#ef565d (70%)
Red Mana
#ec6d69 (40%)
Ball Blue
#1ba1b6 (70%)
Ball Blue
#3fc3db (40%)
Emerald Mint
#79bda0 (70%)
Emerald Mint
#6fb798 (40%)
H4 header
Desktop: 32 px Tablet: 32 px Mobile: 32 px
H4 header
Desktop: 32 px Tablet: 32 px Mobile: 32 px
BlackBlueberry
#C8CBDO (30%)
Red Mana
#f5938d (30%)
Ball Blue
#79cfe1 (30%)
Emerald Mint
#a1cfbc (30%)
H5 HEADER
H5 HEADER
BlackBlueberry
#EEEFF1 (15%)
Red Mana
#f7acae (15%)
Ball Blue
#9dd9e8 (15%)
Emerald Mint
#c3e1d4 (15%)
Desktop: 18 px Tablet: 18 px Mobile: 18 px
Desktop: 18 px Tablet: 18 px Mobile: 18 px
BlackBlueberry
#F7F8F8 (8%)
Red Mana
#f4dcdb (8%)
Ball Blue
#c9e9f0 (8%)
Emerald Mint
dfefe8 (8%)
H6 header
H6 header
Desktop: 12 px Tablet: 12 px Mobile: 12 px
Desktop: 12 px Tablet: 12 px Mobile: 12 px
Body
Desktop: 15 px Tablet: 15 px Mobile: 15 px
Body
Desktop: 15 px Tablet: 15 px Mobile: 15 px
Gradients
AA
B
A
B
#242424
A
#6fb798
A
B
A
B
#6fb798
#f7f8f8
Shapes
Shapes
Borders, Style and Fill
Icons
Button Composition
Join Us Join Us > Join Us Join Us >
Standard
Hover
Standard
Hover
Join Us Join Us >
EXPLORE MORE >
EXPLORE MORE >
EXPLORE MORE >
EXPLORE MORE >
Standard
Hover
Standard
Hover
2023 CORE
BRAND GUIDE

Image
Special Buttons and Bars
Unchecked
Hover
Checked
Disable
50%
Hero Main Image 2560x1600 pixels Gallery 1920x1080 pixels Thumbnail Blog Image 1200x680 pixels Thumbnail
Program
1200x1200
pixels
Square Image
1700x1700 pixels
Notifications Tooltips and Burby Drop-Down
Donation Module
2023 CORE
BRAND GUIDE

PAGE STRUCTURE
MENU
HERO
SECTION 1
SECTION 2
SECTION 3
FOOTER
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BRAND GUIDE

2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE

PARTNERSHIP
LOGO LOCKUPS

ONE PARTNER
VERTICAL LOCKUP
HORIZONTAL LOCKUP
LOGO
LOGO
LOGO
65%
LOGO
2023 CORE
BRAND GUIDE

ONE PARTNER
VERTICAL LOCKUP
HORIZONTAL LOCKUP
LOGO
LOGO
LOGO
65%
LOGO
2023 CORE
BRAND GUIDE

MULTIPLE
PARTNERS
HORIZONTAL LOCKUP
LOGO
LOGO
LOGO
LOGO
LOGO 65%
LOGO LOGO LOGO
LOGO
LOGO 65%
2023 CORE
BRAND GUIDE

MULTIPLE PARTNERS
VERTICAL LOCKUP
LOGO
LOGO
LOGO
LOGO
LOGO
LOGO
LOGO
LOGO
2023 CORE
BRAND GUIDE

TIERED PARTNERS
HORIZONTAL LOCKUP
INSERT PARTNERSHIP LEVEL TEXT HERE
INSERT PARTNERSHIP LEVEL TEXT HERE
LOGO
LOGO
LOGO
LOGO
INSERT PARTNERSHIP LEVEL TEXT HERE
INSERT PARTNERSHIP LEVEL TEXT HERE
LOGO LOGO LOGO
LOGO
LOGO
LOGO LOGO LOGO
LOGO
LOGO
INSERT PARTNERSHIP LEVEL TEXT HERE
INSERT PARTNERSHIP LEVEL TEXT HERE
LOGO
LOGO
LOGO
LOGO
2023 CORE
BRAND GUIDE

CO-BRANDING
HORIZONTAL LOCKUP
LOGO
VERTICAL LOCKUP
LOGO
2023 CORE
BRAND GUIDE

“IN SUPPORT OF”
HORIZONTAL LOCKUP
VERTICAL LOCKUP
IN SUPPORT OF
IN SUPPORT OF
IN SUPPORT OF
IN SUPPORT OF
2023 CORE
BRAND GUIDE

GOLD PARTNERS
EXAMPLES
INSERT PARTNERSHIP LEVEL TEXT HERE
IG Post
Promo T-Shirts
2023 CORE
BRAND GUIDE

EXAMPLES
Co-Branding
Endorsement without CORE brand
2023 CORE
BRAND GUIDE

BRAND
SUPPORT
ASSETS

TRI-BLEND T-SHIRTS
Style - Tri-blend Jersey
Brand - Next Level #6010
Colors - Black (Black C)
& Heather White (Cool Grey 1C)
Fabric - 50% Polyester, 25% Combed
Ring Spun Cotton, 25% Rayon
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic Size
Range - XS-3XL
2023 CORE
BRAND GUIDE

COTTON T-SHIRTS
Style - 100% Cotton Jersey
Brand - Next Level #3600
Color - Light Grey (4274C)
& Black (426C)
Fabric - 100% Combed Ring
Spun Cotton
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-4XL
2023 CORE
BRAND GUIDE

DRI-FIT T-SHIRTS
Style - Dri-fit 100% Polyester
Brand - Sport-Tek #ST350 PosiCharge
Competitor Tee
Colors - Black (NTR Black C)
& Silver (429C)
Fabric - 100% Polyester interlock with
PosiCharge Technology
Weight - 3.8oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-4XL
2023 CORE
BRAND GUIDE

DRI-FIT LONG SLEEVES
Style - Dri-fit 100% Polyester
Brand - Sport-Tek #ST350 PosiCharge
Competitor Long Sleeves
Colors - Black (NTR Black C) & Silver
(429C)
Fabric - 100% Polyester interlock with
PosiCharge Technology
Weight - 3.8oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-4XL
2023 CORE
BRAND GUIDE

HOODED SWEATSHIRT
Style - Hooded Sweatshirt
Brand - Just Hoods By AWDis #JHA001
Colors - Jet Black & Heather Grey
Fabric - 80% Ringspun Cotton,
20% Polyester midweight fabric
Weight - 8.3oz
Features - Twin needle stitching detail,
double fabric hood, self-colored
drawcords, pouch pocket, ribbed
cuffs and hem
Size Range - S-4XL
2023 CORE
BRAND GUIDE

HATS
Style - Trucker Hats
Brand - Otto Cap #39-165 5 panel cap
Colors - Black (003) & Gray (014)
Fabric - 100% Polyester
Size Range - One size fits most
Style - Knit Cap
Brand - Port & Company
Colors - Black
Fabric - 100% Acrylic
Size Range - One size fits most
2023 CORE
BRAND GUIDE

SAFETY VEST
Placeholder text below,
needs replacing:
Brand - Just Hoods By AWDis #JHA001
Colors - Jet Black & Heather Grey
Fabric - 80% Ringspun Cotton,
20% Polyester midweight fabric
Weight - 8.3oz
Features - Twin needle stitching detail,
double fabric hood, self-colored
drawcords, pouch pocket, ribbed
cuffs and hem
Size Range - S-4XL
2023 CORE
BRAND GUIDE

BUSINESS
CARD
Card Prints:
BlackBlueberry
165# Classic Crest Smooth Solar White
Finishes: varnish in logo lines
Logo Size: 1.735
Type: Graphik 9pt
Logo Lines: 1/4
Price:
Simple (Square corners): 100 qty - $10
All Finishes and Special Paper (Round Corners):
100 qty - $100 + Shipping
Name
Title
Pronouns (optional)
c: xxx xxx xxx
o: 323 934 4400
w: www.COREresponse.org
e: name@coreresponse.org
910 N. Hill Street
Los Angeles CA 90012
Name
Title
Pronouns (optional)
c: xxx xxx xxx
o: 323 934 4400
w: www.COREresponse.org
e: name@coreresponse.org
910 N. Hill Street
Los Angeles CA 90012
2023 CORE
BRAND GUIDE

MAGNETIC SIGN & STICKER
Magnetic Sign - 24” wide x 12” tall
Available in different sizes
Sticker - 4” wide x 3” tall
Shape - Rounded Rectangle
Finish - Glossy
Material - White Paper
2023 CORE
BRAND GUIDE

SIGNAGE
WALK-INS
WELCOME
ENTRA
BIENVENIDO
FREE RESOURCES
RELIEF CAN BE OFFERED IN
MANY WAYS
APPLICATION HELP
SNAP, WIC, LIHEAP AND MORE
CONNECT TO LOCAL
SERVICES/GOOD
FREE COVID-19
VACCINES &
BOOSTERS
HERE
VACUNAS Y
REFUERZOS
GRATUITOS DE
COVID-19
AQUÍ
24” wide x 36” tall
2023 CORE
BRAND GUIDE

BANNERS
10’ wide x 1’ tall
6’ wide x 3’ tall
2023 CORE
BRAND GUIDE

FLAGS
Placeholder text below,
needs replacing:
Brand - Just Hoods By AWDis #JHA001
Colors - Jet Black & Heather Grey
Fabric - 80% Ringspun Cotton,
20% Polyester midweight fabric
Weight - 8.3oz
Features - Twin needle stitching detail,
double fabric hood, self-colored
drawcords, pouch pocket, ribbed
cuffs and hem
Size Range - S-4XL
2023 CORE
BRAND GUIDE

VAN
Mercedes Sprinter High Roof
2023 CORE
BRAND GUIDE

T-SHIRTS
Style - Tri-blend Jersey
Style - Tri-blend Jersey
Style - 100% Cotton Jersey
Style - 100% Cotton Jersey
Brand - Next Level #6010
Brand - Next Level #6010
Brand - Next Level #3600
Brand - Next Level #3600
Color - Black (Black C)
Color - Heather White (Cool Gray 1C)
Color - Black
Color - Light Grey (4274C)
Fabric - 50% Polyester, 25%
Combed Ring Spun Cotton,
25% Rayon
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic Size
Range - XS-3XL
Fabric - 50% Polyester, 25% Combed
Ring Spun Cotton, 25% Rayon
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-3XL
Fabric - 100% Combed Ring
Spun Cotton
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-4XL
Fabric - 100% Combed Ring
Spun Cotton
Weight - 4.3oz
Collar - Crew Neck
Fit Type - Classic
Size Range - XS-4XL
2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE

FIELD COMMUNICATION/
BRANDED MATERIALS

stencils
bags
banners
stickers & magnetics
boxing & barricade tape
posters
tablecloth
t-shirts
2023 CORE
BRAND GUIDE

2023 CORE
BRAND GUIDE