SOHO Brand Guidelines

Overview & Description
Mission
Tone of Voice
Logo & Color Palette
Typography
Images
Templates
Brand Campaign & Other Resources
Social Media
Contact Information

Last updated 12/2017

1. Overview

Name: Space Of Her Own, Inc. (SOHO)
Established: 2003
Tagline: Creative Mentorship

Program Locations: West End Alexandria, DelRay, Arlington
Mailing Address: 520 King St. Suite 100, Alexandria VA 22314

General Email: soho@spaceofherown.org
Website: https://spaceofherown.org/

Facebook: https://www.facebook.com/SpaceOfHerOwn/
Twitter: https://twitter.com/spaceofherown
Pinterest: http://pinterest.com/spaceofherown/
YouTube: http://www.youtube.com/user/spaceofherown

Online Donations via PayPal or Razoo:
https://www.paypal.me/Spaceofherown
https://www.razoo.com/organization/Sohospaceofherown

Official Description

Every day young girls are faced with critical decisions that can have life-long consequences. One too many feel helpless without adequate support systems. Space Of Her Own, Inc. (SOHO), an award-winning 501 (c) (3) charitable organization, helps to transform vulnerable preteen girls by pairing them with professional women for a yearlong structured mentoring program. Using art as the catalyst, SOHO is designed to teach girls to value creativity using unique visual arts and carpentry instruction. Girls learn to see the arts as a means of expression and an endeavor at which all can succeed. In the end SOHO not only provides girls with a personalized creative study space but also empowers them with the confidence to succeed as a lifelong member of the SOHO sisterhood.

2. Mission

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Empowering vulnerable girls and inspiring women and the community through arts, carpentry, and creative one-to-one mentoring

SOHO is a volunteer organization that strives:

To reach girls in need and prevent juvenile criminal involvement.
To engage all participating youth in art and carpentry projects as outlets for self-expression and creativity.
To empower youth to see the arts as an endeavor at which all can succeed.
To increase participating girls’ self-esteem, help them recognize their strengths and develop their sense of self.
To cultivate life skills, including positive communication, goal-setting, decision-making, leadership, anger management, conflict resolution, healthy eating, etiquette and community service
To provide every participant with a personalized Space of Her Own that encourages creativity, conveys a sense of value and serves as a lasting reminder of her circle of support and care
To have a lasting impact by fostering one-to-one mentor and peer group relationships beyond the one-year program

3. Tone of Voice

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The tone of voice allows the brand to convey its values and principles through all communication. This could be through words or images, etc. All brand communication should have the following attributes:

Empowerment
Supporting
Being Creative
Having Fun
Inspiring

4. SOHO Logo

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Description

The 2 color logo consists of the letters SOHO with a purple butterfly on top of the last “O” along with the full name of the nonprofit below in small all caps typeface. Underneath the full name is the tagline.

Logo Rules

Do not place on complex backgrounds where the typeface becomes lost.
The logo should be no smaller than 3/4 inches in width.
Do not change the location of the approved colors within the logo elements.
Do not change spacing, alignment, or relative locations of the design elements.
Do not stretch or distort the logo.
Maintain clear space around the logo.

clearspace

Logo usage with white/light backgrounds

logousage

Logo usage with dark backgrounds

logousageDARK

Colors

5. Typography

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Standard fonts

If SOHO standard fonts are not available

Fancy fonts permitted for special usage

6. Images

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The following brand images may be used for marketing materials. The SOHO girls in these photos have signed a model release. To download an image, right click on the thumbnail and “save image as…”

All photos and videos should have proper, signed releases. While all mentors and mentees have been asked to sign a photography release, we ask mentors do not post photos of mentees to their personal social media channels during the first SOHO year.

When capturing images at a crowded event, make it known that any and all attendees may be photographed or recorded and used in SOHO promotions and publications. Honor the request of anyone who asks not to be photographed or recorded.