Culture Brand Guidelines

Social Media Guidelines

This guide is designed to help staff and partners of ECI create branded, consistent, and impactful social media content. Follow the structure and visual tone outlined below to represent ECI authentically and clearly.

CONTENT GUIDELINES

IMAGE STYLE

  • Use high-resolution, real-life photos that reflect diversity, inclusion, and collaboration
  • Avoid stocky or overly staged images
  • Preferred: group shots, interaction, events, community participation
  • Use soft, natural light and friendly expressions

GRAPHICS & TEMPLATES

  • Use approved Canva or Adobe Express templates (link to be provided) 
  • Backgrounds: light gray, white, or subtle overlays in Teal or Deep Slate
  • Icons and infographics should follow brand color palette

TONE OF VOICE

  • Confident, inclusive, and supportive
  • Avoid jargon and overly formal language
  • Speak directly to the community (use “we” and “you”)
  • Celebrate stories of impact and belonging

POST STRUCTURE TEMPLATE

Each post should include:

  1. Clear headline or message (2–6 words max)
  2. Supporting text (short, informative, and community-focused)
  3. Branded image or background
  4. ECI logo 5. Call to Action (if relevant — e.g. “Join us”, “Learn more”, “Follow us”)

VISUAL GUIDELINES

COLORS

  • Use brand colors
  • Use Civic Green for highlights, icons, call-to-action buttons
  • Use Deep Slate for text and overlays
  • White space is encouraged for clean layouts
  • Use Horizon Blue for balance, backgrounds and contrast when needed

TYPOGRAPHY

  • Headlines: Plus Jakarta Sans Bold
  • Body text: Plus Jakarta Sans Regular or Poppins Regular
  • Avoid decorative fonts — maintain clarity and professionalism
  • Keep captions short and skimmable

LOGOS & PLACEMENT

  • Always include the ECI logo in a corner (preferred: top-right or bottom-right)
  • Use white or monochrome version if needed for better visibility
  • Maintain clear space around the logo — no clutter or overlapping elements

Platform-Specific Guidelines

Platform-Specific Guidelines

Facebook

  • • Image size: 1200×630 px
  • • Ideal for event promotions, group shots, community stories
  • • Post 2–3× per week
  • • Use Civic Green headlines for visibility
  • • Include link buttons where possible

 

Instagram

  • • Square (1080×1080 px) for feed
  • • Vertical (1080×1920 px) for Stories and Reels
  • • Prioritize visual impact, bold colors, friendly faces
  • • Add short captions with emojis
  • • Use branded templates and keep fonts large and legible
  • • Avoid too much text in Stories — keep it light & engaging

 

YouTube

  • • Channel Banner: 2560×1440 px (safe zone: 1546×423 px)
  • • Video Thumbnails: 1280×720 px
  • • Use consistent thumbnail style — logo, bold title, clean visuals
  • • Make title large and easy to read at a small size
  • • Background should be Deep Slate or Teal with Civic Green accent

 

Messaging Tone

  • Clear, inclusive, hopeful
  • Address the audience directly (“Join us”, “We’re here to help”, “Your voice matters”)
  • Always align with ECI’s values: Belonging, Respect, Inclusion, Dignity, Growth, Equity