updated march 2024
Brand Guide
01
Mission & Values
Our Mission
We support interdisciplinary research and catalyze conversations that inspire awe and wonder. We are working to create a world where people are curious about the wonders of the universe, free to pursue lives of meaning and purpose, and motivated by great and selfless love.
At the John Templeton Foundation, we are:
Humble in our approach.
We are committed to the process of discovery and are willing to take risks in pursuit of knowledge. We seek diverse perspectives, and we engage with new ideas.
Intellectually rigorous.
We seek to push the boundaries of scientific and spiritual understanding. To do so requires us to be both rigorous and thorough.
Motivated to improve the lives of others.
We believe people worldwide will lead purposeful lives by continuously working toward spiritual growth and a better understanding of the virtues by which they want to live.
Committed to human dignity and individual freedom.
We see freedom and competition as enabling conditions that spur innovation, creativity, discovery, and the pursuit of knowledge. Free societies allow individuals and communities to live full and meaningful lives.
02
Logo & Usage
02A
Primary Logo
For brand consistency, our primary logo (with tagline) should be used whenever possible.
Use the full color version of the logo wherever applicable. However, when the color version of the logo does not best suit the appearance of a design, a white version should be used.
02B
Secondary Logo
Our secondary lockups include a version without the tagline, wordmark only, symbol only, and tagline only.
02C
Spacing & Size
With all versions of the logo, keep the indicated clear space between the logo and other layout elements such as type, margins, images, and edges.
The logo should never be smaller than 108px/1.5 inch wide. If absolutely necessary, use the wordmark logo version to keep legibility at sizes smaller than 1.5 inch.
02D
Incorrect Usage
To preserve brand strength, all elements of each version of the Templeton logo should be kept intact. Please refer to these examples of how NOT to use the provided logos.
01 — Do not reproduce the full color logo on a dark colored background.
02 — Do not reproduce in a tint or screen.
03 — Do not add effects, including a drop shadow, inner shadow, bevel or emboss, inner or outer glow, or a stroke.
04 — Do not recolor logo with new or existing colors.
05 — Do not rotate or misalign logo.
06 — Do not change font for John Templeton Foundation text.
03
Typography & Color
03A
Typographic Styles
Consistent use of typography is a critical to bringing a brand to life. Our brand pairs a serifed headline font (Noe Display) with a versatile, geometrically-grounded secondary typeface (Proxima Nova) and our highly legible body text (Baskerville URW).
Noe Display Bold should be used as the principal typeface for all major headlines and pullquotes.
Proxima Nova should be used for minor headlines and subheads, callout text, small labels, and footnotes.
Baskerville URW should only be used for body text.
03B
Type Hierarchy
Consistent use of typography is critical to bringing a brand to life. Our brand pairs a serifed headline font (Noe Display) with a versatile, geometrically-grounded secondary typeface (Proxima Nova), and our highly legible body text (Baskerville URW).
Noe Display Bold should be
used as the principal typeface for all major headlines and pullquotes.
Proxima Nova Bold should be used for minor headlines and subheads, callout text, small labels, and footnotes.
Baskerville URW Regular is our body text.
03C
Color Overview
Colors define a mood and give a sense of character to the brand. Brand colors are just as important to the brand as the logo itself. It’s imperative that the same Pantone colors or CMYK builds are utilized to maintain visual consistency.
Pantone is preferred for most print production or offset print projects; CMYK is for digital press print projects; RGB and Hex are for digital uses.
black
#030303
R3 G3 B3
C75 M68 Y67 K89
PMS Black
Soft White
#FBF9F6
R251 G249 B249
C1 M1 Y2 K0
PMS Warm Gray 1
jtf teal
#72c0c5
R114 G192 B197
C54 M5 Y23 K0
PMS 7709
blue
#002F8A
R0 G47 B138
C100 M92 Y13 K5
PMS 286 U / Reflex Blue C
gold
#BA883E
R186 G136 B62
C25 M45 Y94 K5
PMS 7407
04
Imagery
04A
Photo Style 01 — Looking Around
Looking Around images feature beautiful landscapes that showcase the natural and man-made world. These images have a strong single light source that provides a sense of illumination.
Should feel as if the audience is "looking up." Avoid generic, flat compositions.
All imagery should be high resolution (long side of the image should be at least 3600px). Blurry, grainy, or low quality photos should not be used even if their content is engaging.
04B
Photo Style 02 — Looking In
Looking In images feature up-close photos of people and nature, as the path to human flourishing can also be found by closely examining the details, either within ourselves or within the natural world.
Macro imagery should feature abstract patterns and should not show a petri dish or a microscopic slide.
Detailed images of people should feel introspective and not generic.
All imagery should be high resolution (long side of the image should be at least 3600px). Blurry, grainy, or low quality photos should not be used even if their content is engaging.
04C
Photo Style 03 — Public Domain
Art within the public domain (must be at least 95 years old) can be used in clever crops. The art should never be displayed on a 1:1 scale. We recommend cropping to highlight a subject relevant to the topic of the collateral Ex: Saint Francis Receiving the Stigmata by Domenico Veneziano (top image) is used in our social media call for grant applications
All imagery should be high resolution (short side of the image should be at least 1200px). Blurry, grainy, or low quality photos should not be used even if their content is engaging.
The following are excellent sources for hi-res public domain imagery:
05
Graphic Elements
05A
Icons
Examples are shown to the right but permutations are endless.
Icon line weight should always remain thin (recommend 1pt at 72px width size) and squared off corners. An inset gold fill should always be present.
05B
Burst
Light is often used as a metaphor for wonder, awe, and revelation. The nautilus from our logo has been transformed into a burst of light and
energy that creates a dynamic radiance as it interacts with photography.
The burst should always weave throughout subjects in the image.
The burst should never be laid solely on top of the image.
05C
Blur
As awe and wonder are often created when something is “revealed” to us, select areas of the website will utilize a subtle blur effect that will quickly fade to reveal fully crisp graphics.
This is for web use only.
05D
Large Type Moments
Should only be used with limited, impactful copy. Questions and headlines are ideal moments to bring this editorial style to life.
05E
Illustration
Illustrations used on Templeton Ideas should follow these guidelines:
01 — Content should focus on human interaction with the world to further our intention of “Enabling People to Lead Lives of Purpose & Meaning”
02 — Human figures should be abstracted but not cartoonish or overly exaggerated in proportion.
03 — Color palettes should be complementary to our brand palette. They should not include neon colors or desaturated colors.
04 — They should depict a scene. Depth may be created with color and/or subtle texture.
05 — Always strive to tell a story with clever symbolism.
06
Brand in Use
