---
# System prepended metadata

title: Branding Toolkit
tags: [Communications]

---

# Branding Toolkit

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<iframe src="https://slides.com/birgitalkem/ellipse/embed" width="576" height="420" title="Alkemio Brand book" scrolling="no" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
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The Essence - Our Manifesto

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## Index

- Brand
- Visual Style Guide 
- Brand Strategy
- Shower of links 

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## Branding House

Dream - The Why, The higher purpose​

Promise - The 'what' of the brand house (on an emotional level).​
What does ALKEMIO mean to her visitors?​

Brand values - Who you are, how you behave.​

The anchor values are embedded in the DNA of the organization. That's where you come from. The aspiration values guide the movement you want to make as an organization. The distinctive value is in line with the dream and is directly linked to the desired positioning.

Everything ALKEMIO does, says, makes, is, is weighed against these qualities and contributes to the dream and promise.

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## Branding Identity

ALKEMIO = THE PLATFORM​

Separating the ALKEMIO organisation from the ALKEMIO platform and brand: we distinguish between the ALKEMIO organisation (the board, the ops and dev team and its operations and strategies) and the ALKEMIO platform (the Community and its challenges and hubs).​

Organisation ALKEMIO ​

The board/founders have formulated/approved the mission, the manifesto, and the operations strategy and the team implements it. We will no longer actively communicate the strategy it uses to the stakeholders, such as dividing the activities into different platform releases. We only communicate the functionalities to the current admin members of the different hubs and the new users, new themes, canvasses, and benefits to the prospects, and wider communications with the target groups as enhancers from the 'brand/platform’ ALKEMIO. This includes the challenge owners, the community, and its hub (products). 


The Community 

The wide stakeholders, consisting of governmental bodies, humanitarian organisations, foundations, science, students and business, and investors need to be aware of the ALKEMIO brand and its functionalities, its impact. To allow the current pressing challenges and their owners and solution providers (sdg oriented) working in the different sectors to look beyond the boundaries of its own capabilities exchange information and find solutions and to enter into new partnerships. 

Platform ALKEMIO and its products 

ALKEMIO platform provides various products and services aimed at achieving  ​the overarching goal. The products that ALKEMIO offers contain in addition to the ​promise of open innovation also includes aspects that  ​support personal and organisational profiling. The products (partnerships) have value and appeal.  ​

Audience/ Target groups / stakeholders 

The governmental and non profit sectors are now the primary target/user group for the products (partnerships). That is where the change must take place and the products must be purchased to grow the engagement on the platform.

The secondary target group is ​Business development, corporations, and their foundations. ​

The third ,is investors and the financial sector. 

Source: stakeholder analysis  and brand sprint ​​​​

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### Usage Examples


<div style="position: relative; width: 100%; height: 0; padding-top: 100.0000%;
 padding-bottom: 48px; box-shadow: 0 2px 8px 0 rgba(63,69,81,0.16); margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;
 border-radius: 8px; will-change: transform;">
  <iframe loading="lazy" style="position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;"
    src="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFC6_570W4&#x2F;view?embed" allowfullscreen="allowfullscreen" allow="fullscreen">
  </iframe>
</div>
<a href="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFC6_570W4&#x2F;view?utm_content=DAFC6_570W4&amp;utm_campaign=designshare&amp;utm_medium=embeds&amp;utm_source=link" target="_blank" rel="noopener">Instagram Post - ALKEMIO DEF</a> by NEL

![](https://www.canva.com/design/DAFAfiK1bEE/lAwoeMQkeVP6nMtSoFohnw/view?utm_content=DAFAfiK1bEE&utm_campaign=designshare&utm_medium=link&utm_source=publishsharelink&mode=preview)

<div style="position: relative; width: 100%; height: 0; padding-top: 250.0000%;
 padding-bottom: 48px; box-shadow: 0 2px 8px 0 rgba(63,69,81,0.16); margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;
 border-radius: 8px; will-change: transform;">
  <iframe loading="lazy" style="position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;"
    src="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFAfiK1bEE&#x2F;view?embed" allowfullscreen="allowfullscreen" allow="fullscreen">
  </iframe>
</div>
<a href="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFAfiK1bEE&#x2F;view?utm_content=DAFAfiK1bEE&amp;utm_campaign=designshare&amp;utm_medium=embeds&amp;utm_source=link" target="_blank" rel="noopener">Alkemio OnePager</a> by NEL

<div style="position: relative; width: 100%; height: 0; padding-top: 56.2500%;
 padding-bottom: 48px; box-shadow: 0 2px 8px 0 rgba(63,69,81,0.16); margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;
 border-radius: 8px; will-change: transform;">
  <iframe loading="lazy" style="position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;"
    src="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFC69tlJAQ&#x2F;view?embed" allowfullscreen="allowfullscreen" allow="fullscreen">
  </iframe>
</div>
<a href="https:&#x2F;&#x2F;www.canva.com&#x2F;design&#x2F;DAFC69tlJAQ&#x2F;view?utm_content=DAFC69tlJAQ&amp;utm_campaign=designshare&amp;utm_medium=embeds&amp;utm_source=link" target="_blank" rel="noopener">Presentation - ALKEMIO DEF</a> by NEL

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### Photo

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![](https://images.unsplash.com/photo-1527117499127-8169c886e66e?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=MnwyMDcwNnwwfDF8c2VhcmNofDE4fHxjaXJjbGVzfGVufDB8fHx8MTYzODM2MjMzOQ&amp;ixlib=rb-1.2.1&amp;q=80&amp;w=1920)

![](https://images.unsplash.com/photo-1619669906274-d379128eaa59?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=MnwyMDcwNnwwfDF8c2VhcmNofDIxfHxjaXJjbGV8ZW58MHx8fHwxNjM4MzYzNTI1&amp;ixlib=rb-1.2.1&amp;q=80&amp;w=1920)


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## Icons
We have selected and grouped a set of icons displaying the functionalities of the Alkemio platform and the activities of the Foundation. Most of them are collected from the google icons library. They are to be used in creating of communications materials. 


![](https://media-private.canva.com/-j0Ls/MAFKN0-j0Ls/1/s2.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJWF6QO3UH4PAAJ6Q%2F20220823%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20220823T201051Z&X-Amz-Expires=57605&X-Amz-Signature=3a6074e614150f298cf874648a49154a874a77bd702059916945cb605b80f9e8&X-Amz-SignedHeaders=host&response-expires=Wed%2C%2024%20Aug%202022%2012%3A10%3A56%20GMT)

![](https://media-private.canva.com/aQg9o/MAFKNzaQg9o/1/s3.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJWF6QO3UH4PAAJ6Q%2F20220823%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20220823T112517Z&X-Amz-Expires=87302&X-Amz-Signature=a47a7b92200dda46e6aaad58f8aaaba163497cb33ee9cd167e1a057e8c1b1dda&X-Amz-SignedHeaders=host&response-expires=Wed%2C%2024%20Aug%202022%2011%3A40%3A19%20GMT)

![](https://media-private.canva.com/6hBGM/MAFKNz6hBGM/1/s2.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJWF6QO3UH4PAAJ6Q%2F20220824%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20220824T073208Z&X-Amz-Expires=15000&X-Amz-Signature=ae4da8799030d81c33beca421c3fc3d7a557636e2f34ca1d6a59edee49d7eac0&X-Amz-SignedHeaders=host&response-expires=Wed%2C%2024%20Aug%202022%2011%3A42%3A08%20GMT)

https://fonts.google.com/icons?icon.style=

---

## shower of links

* Pacific Blue (logo)	#09BCD4
* Neutral light (bg)	#F9F9F9
* Blue Grey (bg)	#44546a
* off white (bg)	#e0f5fe
* darkblue (text)	#232342
* Light green (bg)	#eafoeo
* Deep Blue (text)	#2d546a

[Logo ](https://https://github.com/alkem-io/alkemio/blob/develop/docs/ux-guidelines.md)
[Font and colourcodes](https://github.com/alkem-io/alkemio/blob/develop/docs/ux-guidelines.md) 
[Icons](https://github.com/alkem-io/operations/tree/develop/brand-toolkit/visuals/icons)
[Manifesto](https://https://www.alkemio.foundation/manifesto/)
[Visuals](https://github.com/alkem-io/operations/tree/develop/brand-toolkit/visuals) 
[Explainer Video](https://vimeo.com/alkemio) 
[Keywords, names, terms  and definitions](https://github.com/alkem-io/alkemio/blob/develop/docs/conceptual-design.md)
[Signature](https://github.com/alkem-io/operations/tree/develop/brand-toolkit/template-email-signature)
[One Pager template](https://github.com/alkem-io/operations/tree/develop/brand-toolkit/template-one-pager)  
[PPT template](https://github.com/alkem-io/operations/tree/develop/brand-toolkit/template-powerpoint)

Content script/calender (Hubspot)
Give Aways (shared drive)

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## Content script

- [Content Calender for Campaign and Socials in Hubspot](https://https://app-eu1.hubspot.com/social/25488729/manage/calendar)
- [Content Calender for Campaigns and Emailing](https://https://app-eu1.hubspot.com/marketing/25488729/calendar?date=2022-06-07&viewType=MONTH&includeAssignedCampaign=true&includeUnassignedCampaign=true)
- Monitor and Tracking in Hubspot on Monday and Thursday

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# :100: :muscle: :tada:

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### Wrap up

- A small library to solve messaging pain
 :tada: 

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### Thank you! :sheep: 

You can find me on

- GitHub[](https://github.com/BirgitAlkemio)
- [Twitter](https://twitter.com/Birriebir)
- or [email me](birgit@alekem.io)

###### tags: `Communications`