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Branding Guidelines BLG BUSINESS SOLUTIONS

OUR PURPOSE We help women entrepreneurs GetShitDone BLG Business exists to elevate the impact of women entrepreneurs on the local national and global economy by using technology and systems to create time saving efficiencies that increase their revenues We are real relatable and rebellious We are warm yet transparent with a no BS approach BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 01

Defining Our Brand VOICE TONE At BLG you should write the way you talk and all copy should be written in the second person Copy previously written in first or third person should be updated to reflect a consistent second person voice across all communications Your tone should be conversational and relatable which can be achieved through consistent use of contractions Cursing hell shit damn should be used sparingly and only for emphasis Tasteful humor is OK but avoid critical or self deprecating humor Emphasis If the platform allows bold select words to create an emphasis If bold formatting is not available capitalize words or put them inside asteriks Negative talk about other businesses entrepreneurs companies or resources is strongly discouraged If negatives must be mentioned i e the cons of something make sure to emphasize the positives or clearly note that this is your opinion based on personal experience Words We Tend to Use Hey there Hey everyone Y all Avoid using guys to refer to a group They You Super Instead of He She This is SUPER important BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 02

Design Elements PRIMARY LOGO BLG Business Solution s primary logo is composed of a letter mark and a logotype set in Work Sans Bold and Open Sans Bold The logo is horizontal using three brand colours that will be applied across all primary branding instances The title features the primary brand colour the subheading uses a secondary green colour and the line dividing the BG initials is in an accent colour To ensure legibility you should always keep a clear space around the logo defined by the height of the letter mark This space should be maintained as the logo is resized Having space around the logo maximizes its visibility and impact by clearing any elements that would take away from the design BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 03

SECONDARY LOGOS BLG Business Solution s secondary logos should be used for applications where the primary logo would be otherwise illegible or disproportionate Stacked Suitable for large scale use Do not use for small use as it can become illegible The minimum clear space is defined by the height of the lettermark Watermark Favicon Apply onto assets images and documents for ownership Composed of simple letters and a separator this icon is legible at most sizes and is great for small use BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 04

LOGO USAGE ON BACKGROUNDS The multi coloured logo should be used on lighter backgrounds whereas the solid white version should be used against darker backgrounds When using the logo on photographs make sure the logo isn t obstructed by objects or items in the background BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 05

UNACCEPTABLE USAGE To maintain the integrity of the brand there must be consistency in how the logo is displayed A Don t rotate the logo You should never rotate skew or distort the logo in any way and unnecessary text decorations such as drop shadows or outlines should always be avoided C Don t resize any part B Don t condense or stretch D Don t rearrange parts E Don t place elements in the logo clear space F Don t add drop shadows or other text styles Below are examples of how NOT to style the logo A B C D E F BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 06

PRIM A R Y SECO N D A RY 1 SECO N D A RY 2 SECO N D A RY 3 4D2C3D RGB 77 44 61 CMYK 58 80 51 49 74751B RGB 116 117 27 CMYK 54 39 100 19 B28735 RGB 178 135 53 CMYK 28 44 94 7 D4C4B0 RGB 212 196 176 CMYK 17 20 30 0 COLOUR PALETTE Colour is incredibly essential to your brand and the key to creating a successful and recognizable corporate identity BLG s warm colour palette provides a calming sense of comfort and approachability The primary purple color should always be present either within the composition or through the logo s presence The primary colour should be used for backgrounds shapes headings and decor The secondary colours are supporting colours used for shapes accents or decorative elements Secondary 3 should be used as a neutral Black is often used for body copy BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 07

TYPOGRAPHY FigureShitOut Your brand s typography is the style and look of the text you use Similar to the importance of colour typography allows your brand to express itself and create its own unique identity This set of typefaces should be used across all print and web applications with each typeface having a defined use and function outlined below P R I M ARY TYPEFA C E W O R K S A N S Used for headings UPPERCASE Web letter spacing 40 WORK SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz S E C ONDARY TY P E F A C E O P EN S A N S Open Sans Used for body copy Regular Sentence case ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Web letter spacing 20 A C C ENT TYPEFAC E L I C O R I C E Used as an accent typeface Sentence case Web letter spacing 10 Licorice Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 08

TYPOGRAPHY USAGE A section title MEET HEADING 1 Subheading Brandi Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Sed tempus urna et pharetra pharetra massa Lorem sed risus ultricies tristique nulla aliquet enim Nisl suscipit adipiscing bibendum est ultricies Amet mauris commodo quis imperdiet massa tincidunt nunc Facilisis volutpat est velit egestas Praesent tristique magna sit amet purus gravida quis blandit turpis Tellus pellentesque eu tincidunt tortor aliquam Eget egestas purus viverra accumsan in nisl nisi scelerisque Nunc mi ipsum faucibus vitae aliquet nec Eu scelerisque felis imperdiet proin fermentum leo vel orci porta Mauris rhoncus aenean vel elit scelerisque mauris pellentesque pulvinar Lobortis elementum nibh tellus molestie nunc non blandit Ullamcorper dignissim cras tincidunt lobortis feugiat vivamus Doing the best at this moment puts you in the best place for the next moment Oprah Winfrey BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 09

DECORATIVE ELEMENTS t u O t i h S e r Figu The key decorative elements of BLG Business Solutions are overlapping square and rectangular shapes hand drawn brush strokes and accent typography for hashtags and expressive moments The brush strokes are used in circles arrows and underlines all of which are relatively the same thickness As shown on the right these accents can be used for complimenting the layout or guiding attention to specific areas Neither shapes nor decorative elements should have completely rounded edges BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 10

ICONOGRAPHY There are two styles of iconography for BLG Business Solutions The first style features hand drawn sketches intended for accent like settings The second style uses traditional outlines with sharper corners The icons can be used in varied brand colours and should maintain the same stroke thickness of icons to match Icon Style B should only be used in cases where we can t offer more customized on brand solutions Icon Style A Icon Style B BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 11

UI ELEMENTS There are two styles of user interface elements solid blocks or transparent outlines These UI elements should be accompanied by icons as needed Any blocks or outlines used should have a border radius of 2px Rounded edges should not be used However you should give these shapes a touch of softness by avoiding super sharp corners Buttons Input Fields FIRST NAME REGISTER NOW Your name LEARN MORE LEARN MORE SIGN UP PASSWORD REGISTER NOW YOUR E MAIL name mail com SIGN UP Dropdowns Enter here SEARCH Enter here Text Areas Dropdown Dropdown Dropdown Dropdown Dropdown Dropdown Your message Sliders Alerts CLICK HERE IF YOU NEED DIY HELP WITH YOUR COURSE TECH BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 12

IMAGERY The images you use across various touchpoints should reflect the energy of your brand You can choose the right images by paying attention to their colour scheme models and objects All images should follow the colour scheme of our brand This includes warm tones along with neutral colours When images feature models or people select images with people who mirror the target audience to create relatability When images feature objects select images with objects that create a cozy and comfortable environment This could include objects such as coffee mugs blankets or candles You can also include images of a comfortable workspace BLG BUSINESS SOLUTIONS BRANDING GUIDELINES 13

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