Pop Brand Book

Only available on StudyMode
  • Download(s) : 69
  • Published : April 17, 2013
Open Document
Text Preview
OUR BRAND BOOK.
VERSION 2.0
2012 Brand Book

TABLE OF CONTENTS.
It’s important that we all understand exactly who Pencils of Promise is… which is why we’ve built this guide to make sure that you do. Yes, we’re a nonprofit. But, we’re also a brand. And even though we’re the revolutionary type of brand, the put-us-ina-box-and-we’ll-prove-the-box-doesn’t-even-exist type of brand, we need some brand standards that will help people immediately recognize us whenever they see us, hear us, or interact with us across the globe.

03 04 08

Why We Need A Brand Book. Who We Are. Where We Operate.

11 12 14

What Makes Us Different. Our Mission and Philosophy. What We Sound Like.

19 27 34

What We Look Like. Our Design Elements. Our Pop Assets.1

2

Pencils of Promise

Why WE NEEd A BrANd BOOk.
The goal of this brand book is not to restrict you, but rather to arm you all the tools you need to truly represent and be Pencils of Promise. Let this document be your guide, your guru, your go-to resource any time you build communications or design materials on behalf of PoP. Keep in mind, PoP is continuously growing and our brand book will evolve along with it. But for now, we ask that you follow the guidelines we’ve set out in this document and we will do our part to let you know about any changes that you need to be aware of. You’ll find that this document is divided into three core sections: 1. Who we are. A general overview of Pencils of Promise 2. What we sound like. How we talk about Pencils of Promise and an overview of our brand tone 3. What we look like. A style guide for how we showcase Pencils of Promise visually. As in anything we do, it will take our collective commitment to help Pencils of Promise grow into one of the most recognizable and high-impact nonprofit brands out there. So, let’s do this thing… together. 2012 Brand Book 3

WhO WE ArE.
3
Pencils of Promise

4

WhO Is PeNcIls Of PROmIse?
Founded in 2008, Pencils of Promise is a nonprofit made up of a passionate community of individuals that build sustainable schools, partnerships and solutions to enable basic education for underserved children in the developing world. We believe in empowering each person, regardless of status or position, to make a positive impact on the world.

OUR sTORy
Our founder, Adam Braun, was traveling across the world and asked a young street beggar in India what he wanted most in the world. He answered, “A pencil.” After handing out this first pencil, Adam began handing out more pencils to other children all over the world. In doing this, he saw just how powerful the promise of education could be. In October 2008, Adam started PoP with just $25. The organization has since grown into an international movement of over 100,000 supporters who collectively enabled the building of 21 schools worldwide. And the numbers keep going up.

2012 Brand Book
PHOTO crEDIT: NIcK ONKEN.

POP hISTOry: A TIMELINE.

Pencils of Promise began with a simple act of giving when founder, Adam Braun, placed $25 into a bank account on his 25th birthday. This was PoP’s first donation, and from there, we began our development into a new kind of nonprofit. Over the last four years we have expanded immensely, both internationally and domestically. We are now in three countries, have impacted over 38,000 lives and have successfully built 50 schools. We are proud of our accomplishments, but we can’t wait for what is to come.

ThIS IS ONly ThE bEgINNINg.

OCTOBEr 2008

SEPTEMBEr 2009
First school in Laos completed

PoP is founded

APrIL 2010

First school in Nicaragua completed

2008

2009

2010

6

Pencils of Promise

JANUAry 2012
Successfully broken ground on 50 schools

MAy 2011

First school in Guatemala completed

AUGUST 2010
Hired first staff member in NYc

JULy / AUGUST 2011
PoP Leadership Institute launched

NOVEMBEr 2011
First gala raises $1 million in one night

dECEMBEr 2010...
tracking img