Brand Guidelines

go/wtm-brandguidelines

Fall 2019
Prepared by Google Developer Studio
kpuri@, vpoltrack@, andreatorres@
Women Techmakers Brand Guidelines

Contents

Theory and concept Event assets

Speaker cards
How to use this guide Badges
Signage
Brand foundations
Step & Repeat
Logo
Color Swag
Typography Tshirts
Buttons
Graphic elements
Stickers
Brush strokes
Notebook
Illustration style
Pattern Deck template
Photography
Partner lockups
Social assets
Social banners Color accessibility
Video thumbnails
Twitter announcements
Facebook profile overlay
Newsletter header

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Women Techmakers Brand Guidelines

Theory and concept

From 2014 to present, Women Techmakers is

continually launching global scalable initiatives and
piloting new programs to support and empower
women in the industry.

The Women Techmakers brand has been developed

to celebrate that creativity, boldness, and strength
that make up the foundation of the organization.

The visual language of the brand embraces the

organic, expressive essence of the organization and
its members in its use of brush strokes, dynamic
colors, hand drawn illustrations, and bold
photography.

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Women Techmakers Brand Guidelines

Our story is not only the additive,

but also essential

Our user is focused on

women in tech (mostly)

Our vision is not only for tomorrow,

but also for today

We don’t lead only with metrics,

we lead with stories

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Women Techmakers Brand Guidelines

How to use this guide

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Women Techmakers Brand Guidelines

To our Brand Ambassadors:

We’ve put this book together to explain the

Our goal is to supply you with enough
intentions behind the Women Techmakers brand,
templates that you won’t need to create
and have added links throughout to various
anything new and can instead focus on doing
resources and templates you can use for events,
all the other important work on your plate. That
promotions, and the like.
said, if you do find yourself needing to create a
The guidebook lists the overall elements of the custom asset, please refer to the first section
brand first, such as proper use of the logo, colors, of this deck, and in particular the Do’s and
and typography. There are also a few design Don’ts examples, to ensure your design is in
examples to demonstrate how to apply these accordance with the brand guidelines.
standards appropriately.

The following sections include designs you use

regularly. The templates for these assets are
linked within the orange button on the left side
of the slides.

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Women Techmakers Brand Guidelines

Brand foundations

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Women Techmakers Brand Guidelines

Logo

Horizontal (preferred)

Please use the horizontal lockup of the

logo whenever possible.

The full color lockup should only be used

on either white and grey backgrounds.

Please use the white version of the logo

on branded colors, or on photographic
backgrounds. Please ensure that the logos
are legible in each instance.

Download logos

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Women Techmakers Brand Guidelines

Logo

Stacked (alternate)

The stacked logo can be used as an

alternative when space is a limiting factor.

The full color lockup should only be used

on either white and grey backgrounds.

Please use the white version of the logo

on branded colors, or on background
photographs. Please ensure that the logos
are legible in each instance.

Download logos

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Women Techmakers Brand Guidelines

Logo

Stacked (as needed)

Use the stacked, two line logo only when

necessary for space constraints.

The full color lockup should only be used

on either white and grey backgrounds.

Please use the white version of the logo

on branded colors, or on background
photographs. Please ensure that the logos
are legible in each instance.

Download logos

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Women Techmakers Brand Guidelines

Logo

On black

Please try to avoid applying the logo over

dark backgrounds. However, if necessary,
use these lockups, with a color logo paired
with a white logotype.

Download logos

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Women Techmakers Brand Guidelines

Logo

Spacing

Place allow for white space to surround the

logo on all sides in any composition. For
the horizontal lockup, the space
surrounding the logo should equal the size
of the logo itself. For the stacked logo, the
space surrounding the logo should equal
half the size of the logo itself.

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Women Techmakers Brand Guidelines

Logo guidelines

Don’t
Do not place any version
of the logo on a busy
background, including
patterns or photos.
Don’t
Do not alter the design of the text in any way, including
changing the color or font, or adding effects to it.

Don’t Don’t Don’t

Do not alter the logo in any way, Do not place the logo on a Do not alter the layout of the
including adding/removing elements or background of any color other lockup, or adjust the spacing
changing the colors. than white, grey, black, or the between the elements.
WTM branded colors.

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Women Techmakers Brand Guidelines

Logo

Localizing

The only case in which the logo can be

customized is to add a city name below.
Please use Google Sans for the typeface,
and apply the same hue of gray for the city
name as in the logotype, and must
measure ½ the height of the logotype.

If using the horizontal lockup, please left

align the text with “Women Techmakers” in
the logo, and ensure the top of the city
name aligns with the bottom of the Women
Techmakers logo. The city name should be
½ the height of the logotype.

If using the vertical lockup, please center

the text below Women Techmakers, and
place below the logo at at a length half of
that which separates the text “Women
Techmakers” from the logo. The name

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Women Techmakers Brand Guidelines

Colors

Primary colors
Hex #4285f4
RGB 66, 133, 244
CMYK 71, 47, 0, 0

Primary colors should be used for all designs.

Use white or light grey for the background
whenever possible, but alternatives are provided.
Hex #00bfa5
Avoid using accents for full backgrounds, or
RGB 100, 195, 166
large swaths of color. CMYK 73, 0, 46, 0

Hex #1ce9b6
RGB 28, 233, 182
CMYK 55, 0, 40, 0

Download swatches
Hex #4fc3f7
RGB 91, 193, 238
CMYK 56, 5, 0, 0

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Women Techmakers Brand Guidelines

Colors

Secondary colors
Hex #424242 Hex #ff7370
RGB 65, 64, 66 RGB 255, 115, 112
CMYK 67, 60, 59, 45 CMYK 0, 65, 50, 0

Use secondary colors to add contrast to a layout,

and/or draw attention to a piece of text.
Secondary colors must not make up more than
30% of any composition, and must not be used
Hex #c5c5c5 Hex #ffd0ae
for the entirety of any block of text. RGB 197, 197, 197 RGB 255, 208, 174
CMYK 0, 0, 0, 23 CMYK 0, 18, 32, 0
Please do not use the secondary colors, other
than black and grey, as background colors.

Hex #fffff Hex # 7f90f4

RGB 255, 255, 255 RGB 127, 144, 244
CMYK 0, 0, 0, 0 CMYK 48, 41, 0, 4
Download swatches

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Women Techmakers Brand Guidelines

Colors

Color application

Do
Use the primary colors as full
bleed backgrounds for assets
you want to stand out

Do
Use high contrast colors for
text. Consult the color chart
on slide 66 as a reference.

Do
Embrace Google’s philosophy of
allowing for ample white space.

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Women Techmakers Brand Guidelines

Colors

Color application

Don’t
Do not use the secondary
colors for the majority of
any text.

Do Do
Use the secondary colors to call Use the secondary colors
attention to key pieces of text, on the dot pattern
such as a date or call to action.

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Women Techmakers Brand Guidelines

Colors

Color application

Don’t Don’t Don’t

Do not apply secondary colors to Select low contrast color Do not use non brand colors for any
more than 30% of the assets in combinations for text or any other part of a design, unless that color is
any layout. element that needs to be visually or required by a partnering brand,
otherwise “legible.” event, etc.

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Women Techmakers Brand Guidelines

Typography

General Headlines

Please use Google Sans Bold for headlines, and

Google Sans Bold
Google Sans Regular for subheads and body
copy. If smaller text is necessary for
Sub Head / Longer strings of text
annotations, footnotes, or small labels, please

Google Sans Regular

use Roboto Normal.

Body copy

Google Sans Regular

Small copy

Roboto Normal

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Women Techmakers Brand Guidelines

Typography

Typography Don’ts

APPLICATIONS Applications
CLOSING SOON Applications
closing soon.
closing soon.

Applications Applicati ons

Sign up today!
closing soon. c l o s i n g s o o n.

Don’t Don’t Don’t

Don’t use all caps or underlined Do not apply colors outside of the Do not use italics or adjust the
text. If you would like to WTM brand guidelines to any tracking of the text
emphasize something, use bold. typography.

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Women Techmakers Brand Guidelines

Typography

Headers and hierarchy

Use a ratio of 1½ :1 for setting the size of a

header to the body copy. (Example: if your body Applications Another example
closing soon. of a header.
copy 12pt in size, please set the header to 18
(12/2 = 6; 12+6=18).

Use a line spacing of between 1.15-1.5.

Submit your information by With a subtitle
Add a paragraph break that is ½ the height of the October 1 to be considered.
header. (Example: if the header is 24pt in size, Submit your information by
add at least a 12pt paragraph break between the October 1 to be considered.
header and body copy below.)

Use color to draw attention to key messages in

the typography.

Do Do
Left align text and ensure Use the same size for headers and
comfortable spacing between lines subheaders. Apply Google Sans
Regular to the subheaders to create
appropriate hierarchy.

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Women Techmakers Brand Guidelines

Typography

Headers and hierarchy don’ts

Applications Applications Applications

closing soon. closing soon. closing soon.
Submit your information by Submit your information by Submit your information by
October 1 to be considered. October 1 to be considered. October 1 to be considered.

Don’t Don’t Don’t

Do not use bold for subheaders or Do not use color for a full body of text. Do not use highlights or any other
body copy. Reserve bold typography Reserve color usage to the key element of a typographic treatment for headers. Lean
for headers. message that deserves the most attention on Google Sans bold and pops of color to
draw attention to content when necessary.

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Women Techmakers Brand Guidelines

Graphic elements

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Women Techmakers Brand Guidelines

Brush strokes

General

Apply 1 to 3 (maximum) strokes to each design, placed

in the same general portion of the layout. Each layout
should center around photography or text content, with
the brush strokes helping to frame that content, not
distract from it.

You may integrate 1-2 dotted patterns to add

dimensionality when necessary. However, you do not
have to use this pattern on any layout.

Prioritize building from white, as stipulated in Google’s

design standards, especially as a background for text.

Download graphics

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Women Techmakers Brand Guidelines

Brush strokes

Brush stroke don’ts

Do Do Do
Use the brush strokes to frame Use the white brush stroke to Layer different colors of the brush
photographs, text, or other elements transition between text and strokes to add dynamics to the
of a layout. photography. composition.

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Women Techmakers Brand Guidelines

Brush strokes

Brush stroke don’ts

Don’t Don’t Don’t

Do not combine brush strokes with Do not alter the color or add effects Do not create new brush strokes;
graphics that have a hard edge, such as a to the brush stroke graphics. utilize only those included in the
rectangle or square text box as seen here.. asset sticker sheet.

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Women Techmakers Brand Guidelines

Illustration style

General

The hand drawn and organic style of these

illustrations helps create a tone of affability and
creativity for the brand, similar to the brush strokes.
However, please only use the brush strokes or the
illustrations in an composition -- avoid using both
illustrations and the brush stroke concurrently.

Always apply multiple illustrations to a graphic to

create a context for the messaging, versus using just
one element as a focal point. This prevents the brand
from conflicting with potential guest illustration
artists who participate with our events.

Please use only those illustrations included in the

official folder of resources, which utilize symbols
and objects to represent women in tech. The brand
intentionally does not include depictions of actual
individuals, and instead uses photography when
needing to depict people.

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Women Techmakers Brand Guidelines

Illustration style

Illustration library: stroked

White or grey stroked illustrations (seen

here) can be used on solid color
backgrounds or photographs.

Download png’s

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Women Techmakers Brand Guidelines

Illustration style Illustration library

Illustration library: filled

Filled in illustrations can be used on a white

background. They may be placed over
photography if necessary, and if the photo is
not too busy and there is sufficient contrast.

Download png’s

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Women Techmakers Brand Guidelines

Illustration

Illustration do’s

Do
Use the stroked, white versions of
the illustrations when needed to
ensure sufficient contrast, such as on
full color backgrounds and photos.

Do
Use the illustrations when there are
no brush strokes on the layout to
Do help communicate the WTM feel.
Do apply the illustrations in multiples, placed
around or in service of the main content of
the design.

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Women Techmakers Brand Guidelines

Illustration

Illustration don’ts

Don’t Don’t Don’t Don’t

Do not combine illustration Do not change the colors of Do not create illustrations or use Do not layer illustrations on
assets with the paint brush the illustrations from what is any illustrations not included top of each other.
graphics. included in the folder of with the official assets.
assets.

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Women Techmakers Brand Guidelines

Illustration

Illustration don’ts (cont’d)

Don’t Don’t Don’t

Do not use a single illustration as the Do not add text overtop or behind the Do not combine the WTM
primary component of a design. Always illustrations. illustration style with Material or
implement illustrations in multiples. other illustration styles

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Women Techmakers Brand Guidelines

Pattern

Grid do’s

Do
Use either full or partial opacity grids
depending on the type of contrast is
needed with the design.

Do
Apply the pattern in
combination with brush
strokes.

Do
Apply the pattern on the sides of the design, so that it provides
texture and balance to the layout rather than distracting from the
primary content.

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Women Techmakers Brand Guidelines

Pattern

Grid don’ts

Do Don’t
Use brand colors and make all Don’t apply non-branded
dots proportioned to be colors to the patterns
consistent .

Do Don’t
Keep the dot pattern solid. Don’t make the dots
Avoid outlines and other texture within the pattern too big
strokes . or small. Dots should feel
substantial but not
attention grabbing

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Women Techmakers Brand Guidelines

Photography

General

Rely heavily on photography to communicate

the WTM values of inclusivity, empowerment,
strength in community, and similar.

Prioritize close up shots of individuals

Select action-oriented frames.

Integrate graphic paint style and illustration

according to their as needed to further
communicate a message

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Women Techmakers Brand Guidelines

Photography

General

Prioritize photographs that demonstrate

inclusivity, depict a sense of action or
engagement, and are visually narrative (in
comparison to those that feel arbitrary or like
filler content.)

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Women Techmakers Brand Guidelines

Digital social assets

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Women Techmakers Brand Guidelines

Banners

Twitter

Download template

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Women Techmakers Brand Guidelines

Banners

LinkedIn

Download template

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Women Techmakers Brand Guidelines

Video thumbnail

Generic

Sized to 1920x1080

Download template

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Women Techmakers Brand Guidelines

Social promotions

Photography-based

Sized for a standard in-stream Twitter post, at

1112x506 pixels.

Download template

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Women Techmakers Brand Guidelines

Social promotions

Illustration based

Sized for a standard in-stream Twitter post, at

1112x506 pixels.

Download template

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Women Techmakers Brand Guidelines

Social promotions

Graphic based

Sized for a standard in-stream Twitter post, at

1112x506 pixels.

Download template

Announcement of
five to ten words
max can go here

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Women Techmakers Brand Guidelines

Social promotions

Graphic based

Sized for a 1:1 aspect ratio

Download template

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Women Techmakers Brand Guidelines

Profile overlay

Download png

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Women Techmakers Brand Guidelines

Newsletter header

Download template

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Women Techmakers Brand Guidelines

Event assets

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Women Techmakers Brand Guidelines

Speaker cards

Sized for a standard speaker card at 1550x750

pixels.

Download template

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Women Techmakers Brand Guidelines

Badges & lanyards

Sized for a standard laminated badges using a

lanyard, at 3”x4”

Download template

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Women Techmakers Brand Guidelines

Badges with clips

Sized for a standard clip on badge, at 4”x3”

Download template

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Women Techmakers Brand Guidelines

Signage: poster

Sized for a standard poster, at 20”x30”

Download template

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Women Techmakers Brand Guidelines

Signage: Meterboard

Sized for a standard meterboard, at 48”x84”

Download template

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Women Techmakers Brand Guidelines

Step & repeat

Sized for a standard step and repeat, at 10’x8’

Download template

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Women Techmakers Brand Guidelines

Swag

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Women Techmakers Brand Guidelines

Merchandise best practices

Quality Low impact

If you wouldn’t use it, avoid it. Women Techmakers Prioritize sustainable merchandise with minimal
merchandise should be something you hang onto for environmental impact. Select items that are
a long time and enjoy. recyclable and locally sourced when possible, and
enable the user to get the most out of them in the
Relevance long term.

Choose items that make sense for our brand, our

industry, and the topics being discussed. Conscientious
Pair with women - and minority - run businesses
whenever possible when ordering merchandise or
goods such as food and beverage.

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Women Techmakers Brand Guidelines

Tshirts

Download template

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Women Techmakers Brand Guidelines

Tshirts

Download template

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Women Techmakers Brand Guidelines

Pins

Sized for a 1.5” diameter button.

Download template

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Women Techmakers Brand Guidelines

Pins

Sized for a 1.5” round button.

Download template

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Women Techmakers Brand Guidelines

Stickers

Sized for a 2” diameter sticker.

Download template

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Women Techmakers Brand Guidelines

Stickers

Sized for a 5”x1.5” sticker, to be printed on

transparent background. If transparent is not
available, please print on black or dark gray..

Download template

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Women Techmakers Brand Guidelines

Notebook

Sized for a 7”x 5” notebook

Download template

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Women Techmakers Brand Guidelines

Notebook

Sized for a 7”x 5” notebook

Download template

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Women Techmakers Brand Guidelines

Master slide / deck template

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Women Techmakers Brand Guidelines

Slide deck

For general events

Google Slides deck here

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Women Techmakers Brand Guidelines

Partner lock ups

For complete partner brand guidelines, please see this deck.

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Women Techmakers Brand Guidelines

Partner lockups

Co-branding lockups

Use the horizontal WTM lockups when

co-branding with other organizations or
companies. Separate the two logos by the
length of the WTM logo.

If a partner logo is more square-shaped and/or

space is a constraint, you may use the vertical
lockup.

In both cases, match the height of the logos to

one another.

Partner lockups must always use the full Women

Techmakers lockup; do not pair them with the
logo alone.

Unless otherwise specified, place the Women

Techmakers logo before the partner logo.

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Women Techmakers Brand Guidelines

Partner lockups

Boot-up marks

Use the horizontal WTM lockups when

co-branding with other organizations or
companies whenever possible.

When necessary, use the vertical lockup.

Ensure there is space around the asset

measuring at least 1-length of the logo.

WTM logo can be no smaller than ⅓ the size of

the partner logo.

Adhere to all guidelines for the WTM logo

placement as stipulated in this deck.

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Women Techmakers Brand Guidelines

Partner lockups

Boot-up marks

Use the horizontal WTM lockups when

co-branding with other organizations or
companies whenever possible.

When necessary, use the vertical lockup.

Ensure there is space around the asset

measuring at least 1-length of the logo.

WTM logo can be no smaller than ⅓ the size of

the partner logo.

Adhere to all guidelines for the WTM logo

placement as stipulated in this deck.

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Women Techmakers Brand Guidelines

Partner lockups

Do not

Don’t Don’t
Do not use isolate the logo Do not make the WTM logo
from the logotype. smaller than ⅓ the size of
the partner logo

Don’t Don’t
Do not mis-align the WTM Do not crowd the logo next
logo with the partner logo. to assets or artwork
borders. There must be
space around each side of
the logo measuring at least
1-length the WTM logo.

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Women Techmakers Brand Guidelines

Color usage

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Women Techmakers Brand Guidelines

Color usage

Accessibility

Please reference these charts when applying

color to typography to ensure that all type
meets accessibility standards.

For complete Google accessibility standards,

please visit this link.

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AUG