StyleGuide

Droid Builder's Style Guide
Category:	Branding
Creators:	Steele Smith
Contributors:	Board of Directors
Created:	August 2018
Updated:	June 2026
Notes:	Brand Standards v3.0

About this Guide

This guide exists for one reason: consistency. Every time a volunteer posts on social media, prints a banner, submits a grant application, or builds a webpage, they are representing DroidBuilders to the world. When those touchpoints look and sound the same -- and when they all point to the same mission -- the brand becomes recognizable, trustworthy, and fundable.

This document provides the rules, tools, and rationale behind every visual and verbal decision in the DroidBuilders brand system. It is designed for everyone who creates DroidBuilders content -- board members, sector leads, volunteers, web administrators, grant writers, and external partners.

Who This Guide Is For

Audience	Use This Guide For
Board Members	Approving new assets; evaluating partner materials; setting messaging strategy
Brand Steward	Maintaining the guide; reviewing and approving external and co-branded materials
Sector and Zone Leads	Local event collateral, social media posts, sector-specific communications
Volunteers and Builders	Event signage, personal social media when representing DroidBuilders
Web Administrators	Website layout, color, typography, and component decisions
Grant Writers and Development	Mission language, boilerplate, impact statements, funder messaging
External Partners	Events, co-branded materials, press and media kits

How to Use This Guide

Each section follows the same format: the rule, the rationale, and examples of correct vs. incorrect application. When in doubt, the primary brand colors, the primary logo, and the approved mission and boilerplate language are always safe defaults.

Brand Governance and Approvals

A consistent brand requires a clear owner and a simple approval path.

• The Brand Steward is a role designated by the Board. The Steward maintains this guide, answers brand questions, manages the asset library, and reviews materials that represent the broader organization.
• What volunteers and sectors can produce freely: local event signage, social posts, and communications that follow this guide.
• What requires Brand Steward or Board approval: any new logo or logo variation; national, corporate, or press materials; co-branded and partner materials; grant and fundraising language that departs from the approved boilerplate; and any use of the brand by an outside organization.
• Asset requests (logo files, templates, brand assets) and approval requests are routed to the Brand Steward or the Board of Directors.

Brand Foundation

The visual identity only works when it connects to what DroidBuilders actually is. These foundational statements should inform every creative and editorial decision.

Note for the Board: the mission, vision, and values below are written to foreground STEM education -- DroidBuilders' IRS-filed primary activity. Confirm the exact wording against the organization's board-approved and IRS filings, and adopt these as the official public-facing language.

Who We Are

DroidBuilders, Inc. is a 501(c)(3) nonprofit education organization. Our global community of volunteer builders constructs full-scale, working replica droids -- including R2-D2, BB-8, MSE mouse droids, and 80+ other types -- and brings them, along with the science and engineering behind them, to schools, children's hospitals, and community events.

We use the wonder of droids as a doorway into STEM. A child who meets a hand-built astromech is not just delighted -- they are seeing real engineering, electronics, and craftsmanship up close, and discovering that building things like this is something they could do.

We are not a business. We are not a studio. We are a volunteer community united by craft, curiosity, and a belief that science and technology should be for everyone.

Our Mission

To inspire the next generation in science, technology, engineering, and math through the art of building droids.

We bring full-scale, hand-built replica droids -- and the makers behind them -- to schools, children's hospitals, and community events, turning wonder into hands-on STEM learning. Every appearance is offered free to the communities we serve.

Our Vision

A world where every young person -- whatever their background -- sees themselves as a builder, a maker, and an engineer, and knows that science and technology belong to them.

Brand Values

Value	What It Means for the Brand
Discovery	We exist to spark curiosity and a love of learning. Every droid is an invitation into science, technology, and engineering -- and a reason to ask "how does that work?"
Community	We lead with connection. Our voice is warm, inclusive, and welcoming to newcomers and veterans alike.
Craftsmanship	We take quality seriously. Our materials, messaging, and builds reflect real engineering and attention to detail.
Joy	We show up to make people smile. Playfulness and wonder are features, not bugs.
Integrity	As a nonprofit, we are stewards of trust. Our communications are honest, transparent, and mission-focused.

Brand Personality

If DroidBuilders were a person, they would be:

• A skilled engineer who makes complex things look effortless -- and loves explaining how they work
• The kind of volunteer who shows up early and stays late
• Someone who lights up a room -- or a children's ward, or a classroom -- without needing to announce it
• Technically precise but never cold or unapproachable
• Proud of the craft, but prouder of the kid who walks away wanting to build something

In one sentence: DroidBuilders is the friend who built an R2 unit from scratch, brought it to a school for free, and stayed to show the kids how the dome turns.

Brand Positioning

DroidBuilders occupies a unique space at the intersection of:

• STEM Education and Wonder -- real engineering made joyful, hands-on, and accessible to all ages
• Fandom and Community -- rooted in science-fiction fan culture but defined by volunteer service
• Technical Excellence and Accessibility -- serious builders who welcome everyone
• Imagination and Impact -- entertainment that creates genuine learning moments

Messaging and Boilerplate

This section gives everyone -- volunteers, grant writers, press contacts -- pre-approved language so our message is consistent everywhere. Use it verbatim where you can; adapt the tone (see Voice and Tone) to the audience without changing the substance.

Tagline

Primary tagline: Building droids. Inspiring futures.

Use it in footers, signatures, event banners, and closing slides. It connects the craft (building droids) to the mission (inspiring the next generation). Do not alter the wording.

Optional STEM-explicit variant for education and funder contexts: Where building droids sparks a love of STEM.

The One-Liner

When you have one sentence:

DroidBuilders is a 501(c)(3) nonprofit that inspires STEM learning by bringing full-scale, hand-built replica droids to schools, children's hospitals, and community events.

Short Boilerplate

For social bios, event programs, and partner intros (2-3 sentences):

DroidBuilders is a volunteer-run 501(c)(3) nonprofit with a global community of builders who construct full-scale, working replica droids. We bring them -- and the science and engineering behind them -- to schools, children's hospitals, and community events to spark curiosity in STEM. Every appearance is free to the communities we serve.

Full Boilerplate

For press releases, grant applications, and media kits:

DroidBuilders, Inc. is a 501(c)(3) nonprofit education organization (EIN 81-5141027) dedicated to inspiring the next generation in science, technology, engineering, and math. Our global, all-volunteer community builds full-scale, working replica droids -- from R2-D2 and BB-8 to mouse droids and more than 80 other types -- and brings them to schools, children's hospitals, and community events, free of charge. Through hands-on encounters with real engineering and craftsmanship, DroidBuilders turns wonder into STEM learning for young people of all backgrounds. DroidBuilders is an independent organization and is not affiliated with or endorsed by Lucasfilm Ltd. or The Walt Disney Company.

Keep impact numbers current. When citing scale (volunteer hours, young people reached, years of service, droid types), pull the latest figures and use them consistently across the website, boilerplate, and grant materials so the numbers never diverge.

Talking About Our Impact

How we describe outcomes builds -- or erodes -- trust with funders and the public.

• Be specific and honest. "Reached over 10,000 young people at more than 60 events in 2024" beats "we've inspired countless kids."
• Frame the outcome, not just the activity. Not "we showed kids a droid," but "we gave kids a hands-on look at the engineering behind it."
• Claim what we can support. We create curiosity, exposure, and access to STEM. We don't claim measurable long-term educational outcomes we haven't studied.
• Lead with the child's experience. The most powerful proof point is a real moment, told plainly.

Messaging by Audience

The mission doesn't change; the emphasis does.

Audience	Lead With
Families and the public	Wonder, joy, and "come build something" -- the magic of meeting a droid
Educators and schools	Hands-on STEM, curriculum tie-ins, accessibility, free-to-school appearances
Funders and grant-makers	The STEM education mission, who we reach, equity of access, volunteer leverage, 501(c)(3) status
Partners (hospitals, conventions, STEM orgs)	Reliability, professionalism, shared community impact, co-branding done right
Press and media	The human story, the mission, scale, and our independent nonprofit status

Fundraising Language

DroidBuilders is community-funded through donations that support our STEM education mission and community presence -- not individual build projects. Full rules and examples live in Voice and Tone; the short version:

• Frame giving around the mission: STEM outreach, school and hospital visits, public events, and the infrastructure that makes them possible.
• Never reference funding "droid builds" or individual builders' projects. This implies the organization subsidizes personal projects and has created real controversy in the builder community.
• Approved frame: "Your support brings hands-on STEM to more kids and keeps our droids on the road."

Logo Standards

Overview

The DroidBuilders logo is the single most recognizable asset in our brand system. Consistent, correct use builds recognition and protects brand equity across every touchpoint -- from social profiles to event banners to grant cover pages.

Never recreate, redraw, or modify the logo. Always use approved source files. Contact the Brand Steward if you need a format not available in the asset library.

Primary Logo (Standalone)

The full horizontal DroidBuilders logo is the default mark for the organization.

• File: All_Droid_Builders_Logo.svg
• Preferred formats: SVG (all digital), EPS (print)
• When to use: Corporate communications, advertising, national marketing, website headers, partnership and grant materials

Approved color versions:

• Full color on white or light backgrounds
• Reversed (white logo) on dark or photographic backgrounds
• Single-color (black) for embroidery, engraving, or single-color print

Circular Logo

The circular logo is the secondary mark, designed for use alongside other organizations' logos and for compact applications.

• File: DroidBuilders_Circle_Logo_v2_paths.svg
• When to use: Social media profile icons, alongside partner logos, merchandise, small-format signage

Medallion

The DroidBuilders medallion is used across all tiers of the organization, appropriate for both sector-level and national-level applications.

Sector, Region and Zone Logos

Sector logos are approved marks for the local area clubs where direct community outreach most often occurs. Sector logos are always used alongside -- never as a replacement for -- the national DroidBuilders logo on any material representing the broader organization.

Approved Sector Logos (add as approved)

• BlackSun Sector
• Los Angeles Sector
• MidAtlantic Sector
• NorthEast Sector
• San Diego Sector

Logo Usage Matrix

Logo Mark	Local / Sector	Regional	National	Corporate
Primary (Standalone)		✓	✓	✓
Circular Logo	✓	✓	✓	✓
Sector / Region / Zone Logo	✓
Medallion	✓	✓	✓	✓

Clear Space

Clear space is the protected zone around the logo that must remain free of text, other logos, imagery, and graphic elements.

Rule: The minimum clear space on all sides equals half the height of the logo as rendered. If the logo is 100px tall, keep at least 50px of clear space on all four sides.

Minimum Size

Format	Minimum Logo Width	Minimum Logo Type
Print	0.75 in	8 pt
Digital (web, screen)	120 px	12 px
Embroidery / Physical	1.0 in	N/A (vector art provided)

Favicon and App Icon

For browser tabs, bookmarks, and app icons, use the circular logo (the standalone wordmark is illegible at favicon sizes). Provide a square master at 512x512px and let the platform scale it. Keep the mark centered with a small margin so it isn't cropped by rounded-corner masks.

Co-Branding and Partner Lockups

When the DroidBuilders logo appears alongside a partner's (a hospital, school, convention, or STEM organization):

• Use the circular logo or the standalone logo, never a sector logo, to represent DroidBuilders
• Give each logo equal visual weight and equal clear space
• Separate the logos with a thin divider rule or generous space -- never overlap them
• Co-branded materials require Brand Steward approval before publication

Logo Do's and Don'ts

Do:

• Use approved source files from the asset library
• Maintain the required clear space at all times
• Use the correct color version for the background
• Scale the logo proportionally

Do Not:

• Rotate, flip, stretch, compress, or distort the logo
• Change the approved typeface or letterforms
• Recolor any element without explicit Board approval
• Place the logo on busy backgrounds without a clear contrast buffer
• Crop, overlay, or obstruct any part of the logo
• Apply drop shadows, glows, bevels, or other effects
• Insert images or graphic elements inside the logo boundary
• Use a photographed or screenshotted version in production materials
• Recreate the logo from memory or a non-approved asset

Color System

Overview

Color is one of the fastest ways to communicate brand identity. The DroidBuilders palette is bold, technical, and approachable -- rooted in deep navy and gold, with a sky blue accent and a range of extended colors for specialized use.

The palette is organized into four tiers:

1. Classic Palette -- Core brand identity colors; use across all materials
2. Dark Theme Palette -- Digital-first colors for the web presence and screen applications
3. Preferred Palette -- Extended accent colors for marketing variety
4. Supplemental Palette -- Specialized use; event-specific, sector materials, data visualization

Classic Palette

The Classic Palette is the anchor of the DroidBuilders brand. These six colors define who we are visually and must appear consistently across all materials.

	Color Name	Pantone	HEX	RGB	CMYK
	White	--	#FFFFFF	255, 255, 255	0%, 0%, 0%, 0%
	Cool Gray	--	#BABCBE	186, 188, 190	2%, 1%, 0%, 25%
	Process Black	--	#000000	0, 0, 0	0%, 0%, 0%, 100%
	Gold	Pantone 7408	#FFC20E	255, 194, 14	0%, 24%, 95%, 0%
	Brand Blue	Pantone 7685	#005BA8	0, 91, 168	100%, 46%, 0%, 34%
	Deep Navy ⭐	Pantone 648	#003468	0, 52, 104	100%, 50%, 0%, 59%

⭐ Primary Brand Color: When one color must represent DroidBuilders, use Deep Navy (#003468).

Classic Palette Color Roles:

• Deep Navy -- Primary brand identity; headers, dominant backgrounds in print
• Brand Blue -- Secondary identity; supporting headers, callouts, links
• Gold -- Accent and highlight; CTAs, icons, emphasis elements
• White -- Primary text on dark backgrounds; clean background for print
• Cool Gray -- Secondary text, dividers, supporting UI elements
• Process Black -- Body text in print; maximum contrast where required

Dark Theme Palette

The dark theme palette extends the Classic Palette for digital environments, particularly the DroidBuilders website, where the dark aesthetic is the established standard.

	Color Name	HEX	RGB	Usage
	Deep Space	#060D1A	6, 13, 26	Page background, outermost surface
	Dark Surface	#0A1628	10, 22, 40	Primary content backgrounds
	Card Surface	#0F2040	15, 32, 64	Cards, panels, modals
	Elevated Surface	#1A3560	26, 53, 96	Hover states, secondary panels
	Border	#003468	0, 52, 104	Dividers, borders (matches Deep Navy)
	Text Primary	#FFFFFF	255, 255, 255	Primary body text on dark backgrounds
	Text Secondary	#BABCBE	186, 188, 190	Secondary text, captions (matches Cool Gray)
	Text Muted	#7B8A9A	123, 138, 154	Placeholder text, disabled states
	Accent Gold	#FFC20E	255, 194, 14	CTAs, highlights, icon accents (matches Gold)
	Sky Blue	#3BADFF	59, 173, 255	Links, interactive elements (matches Pantone 2925)
	Accent Hover Gold	#FFD44A	255, 212, 74	Hover state for gold accent elements

Naming note: the interactive accent #3BADFF is called Sky Blue throughout this guide (earlier drafts also called it "Accent Blue" -- same color). Use "Sky Blue."

Dark Theme Usage Principles:

• Deep Space and Dark Surface are for layout backgrounds, never for text containers
• Card Surface is the default background for content blocks
• Always layer surfaces from darkest (background) to lightest (elevated)
• Gold is the primary action color; use it for buttons, CTAs, and key navigation
• Sky Blue is for links, interactive states, and informational accents

Preferred Palette

Use these colors to add energy and variety in marketing materials. They complement the Classic Palette without replacing it. Do not use Preferred colors as primary brand colors on national or corporate materials.

	Color Name	Pantone	HEX	RGB
	Amber	Pantone 124	#F29600	242, 150, 0
	Orange	Pantone 716C	#F26300	242, 99, 0
	Sky Blue	Pantone 2925	#3BADFF	59, 173, 255

Supplemental Palette

Available for specialized use -- event theming, sector identity, informational coding, and data visualization. Use sparingly. Never use Supplemental colors in place of Classic colors on organizational materials.

	Color Name	Pantone	HEX	RGB
	Forest Green	Pantone 362	#519E2F	81, 158, 47
	Yellow Green	Pantone 390	#B5BD00	181, 189, 0
	Brick Red	Pantone 7619	#C04C36	192, 76, 54
	Magenta	Pantone 228	#890C58	137, 12, 88
	Purple	Pantone 7664	#653279	101, 50, 121
	Teal	Pantone 2203	#0087AE	0, 135, 174

Color Do's and Don'ts

Do:

• Lead with Deep Navy, Brand Blue, and Gold in all national and corporate materials
• Use the dark theme palette for all website and screen-first applications
• Ensure sufficient contrast between text and background (see Accessibility Standards)

Do Not:

• Substitute Preferred or Supplemental colors for Classic colors in primary contexts
• Apply the Classic Palette on top of complex photography without contrast treatment
• Use more than three palette tiers in a single design
• Create new colors or gradients outside the established palette without Board approval

Typography

Overview

Typography communicates personality before a single word is read. The DroidBuilders type system balances technical precision with warmth -- sharp enough to signal craft and expertise, readable enough for every audience from children to convention crowds.

All typefaces in this system are available from Google Fonts at no cost and are compatible with WordPress, Avada, print production, and common design software.

Primary Typefaces

Display / Hero: Exo 2

Character: Technical, forward-looking, structured -- perfect for headlines and hero statements.

Weights in use: ExtraBold (800) for hero headlines and section titles; Bold (700) for primary headlines and event titles; SemiBold (600) for subheadings and callouts.

Google Fonts: fonts.google.com/specimen/Exo+2

Body / Primary Text: Source Sans 3

Character: Clean, neutral, highly legible at any size -- built for screen and print.

Weights in use: Regular (400) for body copy; SemiBold (600) for inline emphasis, UI labels, and buttons; Light (300) for captions in spacious layouts.

Google Fonts: fonts.google.com/specimen/Source+Sans+3

Accent / Technical: Rajdhani

Character: Condensed, geometric, slightly futuristic -- ideal for labels, badges, metadata, and technical callouts.

Weights in use: SemiBold (600) for labels and callouts; Bold (700) for badges, event codes, and sector identifiers.

Google Fonts: fonts.google.com/specimen/Rajdhani

Type Hierarchy

Applies to digital (web) applications. Scale print proportionally to output format and viewing distance.

Level	Typeface	Weight	Desktop	Mobile	Color (Dark Theme)
Hero Headline	Exo 2	ExtraBold 800	56-72px	36-48px	White #FFFFFF
H1 -- Page Title	Exo 2	Bold 700	40-48px	28-36px	White #FFFFFF
H2 -- Section Header	Exo 2	Bold 700	28-32px	22-26px	White #FFFFFF
H3 -- Subsection	Exo 2	SemiBold 600	20-24px	18-20px	White or Cool Gray
H4 -- Component Title	Source Sans 3	SemiBold 600	18px	16px	White or Cool Gray
Body -- Standard	Source Sans 3	Regular 400	16px	15px	Cool Gray #BABCBE
Body -- Large	Source Sans 3	Regular 400	18px	16px	Cool Gray #BABCBE
Caption	Source Sans 3	Light 300	13px	12px	Muted #7B8A9A
Label / Badge	Rajdhani	SemiBold 600	12-14px	12px	Gold #FFC20E
Button / CTA	Source Sans 3	SemiBold 600	15-16px	14-15px	Deep Navy on Gold

Typography Rules

• Line height: 1.5-1.6 for body; 1.1-1.2 for headlines
• Maximum line length: 65-75 characters for body copy
• Alignment: Left-aligned by default; centered only for short display text
• Letter spacing: Slightly increased (0.05-0.1em) for Rajdhani labels and all-caps text; default elsewhere
• Do not use italic for body copy -- reserve Source Sans 3 italic for citations or special emphasis
• Do not set body paragraphs in all-caps -- all-caps is for labels, short callouts, and navigation only

Fallback Stack (Web / CSS)

/* Display / Headings */
font-family: 'Exo 2', 'Trebuchet MS', 'Segoe UI', sans-serif;

/* Body */
font-family: 'Source Sans 3', 'Source Sans Pro', 'Helvetica Neue', Arial, sans-serif;

/* Labels / Technical */
font-family: 'Rajdhani', 'Tahoma', 'Geneva', sans-serif;

Voice and Tone

Overview

The DroidBuilders voice is the consistent personality behind all written communications. It never changes -- it is always warm, grounded, and genuine. Tone adjusts by context: more celebratory at an event, more rigorous in a grant proposal, more informative on the wiki.

The DroidBuilders Voice

Three words that define how we always sound:

Word	What It Means
Warm	We are volunteers who care deeply about the people we serve. Our writing reflects that care -- never corporate, never cold.
Precise	We are builders and engineers. We get the details right. Our writing is clear, specific, and accurate -- no vague platitudes.
Joyful	We exist to create moments of delight and discovery. That spirit should show in our words -- playful when appropriate, never self-serious.

Tone by Context

Context	Tone	Notes
Social media (event day)	Enthusiastic, celebratory	Share the energy of the moment
Social media (general)	Warm, conversational	Invite people in; celebrate the community
Website (homepage)	Inviting, confident, mission-focused	Clear value statement without jargon
Website (wiki / how-to)	Direct, informative, accessible	Step-by-step; no assumed knowledge
Education and schools	Encouraging, hands-on, curiosity-first	Connect droids to real STEM concepts kids can grasp
Grants and funders	Credible, specific, outcome-focused	Lead with the STEM mission and who we reach; back claims with numbers
Donation / fundraising	Heartfelt, specific, impact-focused	Concrete stories; never guilt-driven
Press / media	Factual, professional, accessible	Jargon-free; lead with the mission and our independent status
Event signage	Brief, joyful, bold	One clear idea per piece
Crisis / serious communications	Calm, direct, empathetic	Facts first; no speculation

Writing Principles

Lead with impact, not process.

• ❌ "DroidBuilders, Inc. is a 501(c)(3) nonprofit organization that organizes volunteer events..."
• ✅ "We bring full-scale droids -- and the engineering behind them -- to classrooms, children's hospitals, and community events."

Connect wonder to STEM.

• ❌ "Kids love seeing the droids."
• ✅ "When a kid asks how the dome turns, we get to show them the motor, the gears, and the code -- that's STEM in action."

Be specific. Specificity builds trust.

• ❌ "We've helped a lot of people."
• ✅ "In 2024, DroidBuilders volunteers appeared at over 60 events across the country."

Speak to the person, not the crowd.

• ❌ "Attendees are encouraged to interact with the droids."
• ✅ "Come say hello -- the droids are friendly, and the builders love a good question."

Don't explain the joke.

• ❌ "Our droids bring joy to people, especially children, because everyone loves Star Wars."
• ✅ "There's nothing quite like watching a four-year-old meet R2-D2 for the first time."

Earn the exclamation mark. Enthusiasm is good; overusing "!" dilutes genuine excitement. Reserve it for moments that truly call for it.

Fundraising Language -- Special Rules

DroidBuilders is community-funded through donations that support our STEM education mission and community presence -- not individual build projects. This distinction matters to the community and must be reflected clearly in all fundraising language.

Never reference "droid builds" as a funding purpose. This implies the organization subsidizes personal projects and has created real controversy in the builder community.

Approved fundraising frames:

• The STEM education mission (school visits, classroom engagement, hands-on learning)
• Community impact (hospital appearances, public events, equity of access)
• Operational costs that enable outreach (logistics, event supplies, insurance)
• Community infrastructure (website, wiki, builder resources)
• Organizational sustainability

Examples:

• ❌ "Help us fund new droid builds and keep our builders equipped."
• ✅ "Your support brings hands-on STEM to more kids and keeps our droids on the road."
• ❌ "Donations help builders complete their projects."
• ✅ "Every dollar goes toward the STEM outreach, events, and infrastructure that make our mission possible."

Words We Use / Avoid

Use	Avoid	Why
Volunteers	Members, employees	Reflects who we actually are
Community	Fanbase, fans	We serve broadly, not just fans
Builders	Makers, creators	Industry-specific, respected term
Outreach, appearances	Shows, performances	Reflects service and education, not entertainment
Replica droids	Costumes	Droids are props/robots, not costumes
STEM, hands-on learning	"Edutainment"	Names our actual mission plainly
Mission	Operations	Keeps focus on why we exist
Support the mission	Donate to DroidBuilders	Action-oriented and impact-focused

Writing for Accessibility

• Aim for a Flesch-Kincaid reading level of 7-9 for public-facing content
• Spell out abbreviations and acronyms on first use
• Write descriptive alt text for all images (see Accessibility Standards)
• Use active voice; avoid passive constructions
• Break long passages into short paragraphs with descriptive subheadings

Imagery and Photography

Overview

Authentic imagery is one of the most powerful tools in the DroidBuilders brand toolkit. A single great photo of a child examining a droid's open dome communicates everything our brand stands for. Our visual standards protect that power by ensuring consistency and quality.

Photography Style

Authentic over staged. Real moments at real events -- children's reactions, builders at work, droids in environment -- are always preferred over posed studio shots.

People-forward. The best DroidBuilders images feature the human element: the reaction, the interaction, the volunteer's pride, the child's wonder. Droids alone are interesting; droids with people are powerful.

Show the STEM. Wherever possible, capture the engineering and the learning: a builder explaining how a droid works, a child looking inside a panel, hands on a controller, the gears and electronics that make the magic real. These images do double duty -- they're charming and they prove the mission.

Environment matters. Classrooms, hospital corridors, school hallways, convention floors, and community spaces all reinforce the mission. Establish the setting so viewers understand the context.

Photography Guidelines

Principle	Detail
Preferred Subjects	Droid + person interactions; builders explaining or demonstrating; kids engaging with the tech; event environments
Lighting	Natural or warm ambient light preferred; avoid harsh flash that flattens images
Composition	Rule of thirds; leave room for text overlay when intended for marketing
Color Tone	Warm-neutral; avoid heavy filters or oversaturated processing
Quality	Minimum 1500px on the short edge for web; minimum 300 DPI at final print size

Image Permissions

Always obtain explicit permission before publishing images of minors. This is both a legal requirement and an ethical obligation, especially given the frequency of hospital and school events.

For events:

• Confirm the venue's media policy before shooting
• Use event consent forms where required
• When in doubt, do not publish identifiable images of children

For builders and volunteers:

• Verbal consent is sufficient for publication in most cases
• Tag volunteers in social media only with their explicit approval

Text Overlays on Imagery

• Apply a dark overlay (Deep Space #060D1A at 40-60% opacity) behind text to ensure legibility
• Use White or Gold text only on photographic backgrounds -- never process black
• Maintain logo clear-space rules even when placing on photography

What to Avoid

• Stock photography depicting droids from the actual Star Wars films -- we build replicas inspired by those designs
• Imagery implying official affiliation with Lucasfilm, Disney, or Star Wars properties (see Intellectual Property and Affiliation)
• Low-resolution, blurry, or poorly lit images in any published context
• Heavy filters, Instagram-style presets, or unnatural color grading
• Images where another organization's intellectual property is prominently featured without permission

Digital Standards

Website (droidbuilders.info)

The primary DroidBuilders website uses a dark theme as the established visual standard. All page design should align with the Dark Theme Palette (see Color System) and the Typography system.

Layout Principles

• Maximum content width: 1200px (boxed layout)
• The Coruscant cityscape side background is an intentional element of the established aesthetic -- do not remove or replace
• Whitespace is a design element -- avoid dense or cluttered layouts
• Each page should have a clear hierarchy: hero, key message, supporting content, call to action

Component Standards

Component	Color	Notes
Page background	Deep Space #060D1A	Outermost layer
Content background	Dark Surface #0A1628	Primary content area
Cards / panels	Card Surface #0F2040	Individual content blocks
Primary CTA button	Gold #FFC20E / Deep Navy text	Main action on any page
Secondary button	Transparent with Gold border	Supporting actions
Links	Sky Blue #3BADFF	Inline hyperlinks; hover to Gold
Dividers	Border #003468	Section separators

Navigation

• Primary navigation: Exo 2 SemiBold, White, uppercase
• Active state: Gold #FFC20E underline or text
• Mobile hamburger menu: always include; touch target minimum 44x44px

Donation Page

The donation page is one of the highest-impact pages on the site.

• Lead with mission impact -- a STEM story or specific event outcome -- not with donation mechanics
• Frame giving around the STEM education mission (see Messaging and Boilerplate and Voice and Tone)
• Four-tier payment structure is the approved system: Community ($1/month), Mission ($55/year), Champion ($75/year), One-Time (any amount)
• Tier names and amounts may only be changed by Board approval
• CTA buttons use Gold (#FFC20E) with Deep Navy text

Social Media

Platform Standards

Platform	Profile Image	Cover / Banner	Post Image Size
Facebook	Circular Logo, 400x400px	1640x924px	1200x630px
Instagram	Circular Logo, 400x400px	N/A	1080x1080px (square), 1080x1350px (portrait)
X (Twitter)	Circular Logo, 400x400px	1500x500px	1200x675px
YouTube	Circular Logo, 800x800px	2560x1440px	Thumbnail: 1280x720px

Social Media Voice

• Use the voice principles from Voice and Tone -- warm, precise, joyful
• Hashtags: use #DroidBuilders consistently; add event or sector tags as secondary
• Never post on behalf of the organization without Board or designated social media lead authorization
• Droids are "droids," not "robots" or "costumes"
• Tag partner organizations (hospitals, schools, conventions) when sharing event content, with their permission

Sector Social Media Accounts

Sector accounts must:

• Use the sector/zone logo (not the primary standalone logo) as the profile image
• Include "DroidBuilders -- [Sector Name]" in the account display name
• Follow all national voice, tone, and content standards
• Not post organizational policy statements or announcements -- those originate from the Board

Email Communications

• Header: Full-width dark background with the Primary Logo (white version), centered
• Body background: Dark Surface #0A1628, or White for light-theme emails
• Typography: Source Sans 3 for body; Exo 2 for headlines (web-safe fallbacks apply)
• CTA buttons: Gold with Deep Navy text; minimum 44px tall; full-width on mobile
• Footer: Include unsubscribe link, mailing address, nonprofit designation, and EIN
• Subject lines: Lead with action or impact; avoid spam-trigger phrases

Print and Event Standards

Event Signage

Format	Primary Typeface	Minimum Font Size	Color Guidance
Large banner (3'+)	Exo 2 Bold	2 in at full size	Dark background; White / Gold text
Pop-up banner / retractable	Exo 2 Bold + Source Sans 3	0.5 in headline	Classic Palette on white or Dark Theme
Table sign / tent card	Exo 2 or Source Sans 3	12 pt	Match event theme
Name badge / lanyard	Rajdhani SemiBold	10 pt	Dark Surface with Gold or White text

Print-Specific Guidance

• All print production uses CMYK values from the Classic Palette
• For embroidery, engraving, or single-color reproduction, use the single-color (black) logo
• Request Pantone spot color values from the asset library for high-precision print
• Bleed: add 0.125 in on all edges for any print piece that bleeds to the edge
• Minimum body text size in print: 8pt

Merchandise

Branded merchandise should:

• Feature the Circular Logo or Medallion as the primary mark (most practical for embroidery and screen printing)
• Use Deep Navy, Black, or White as the garment base color whenever possible
• Avoid Preferred or Supplemental palette colors as dominant garment colors
• Never use unlicensed or unapproved artwork alongside the DroidBuilders brand

Merchandise featuring droid imagery must not replicate officially licensed products in a way that implies authorization from any rights holder (see Intellectual Property and Affiliation).

Accessibility Standards

Why This Matters

DroidBuilders serves diverse communities -- including children's hospitals, schools, and events that attract visitors of all ages and abilities. Our digital and physical communications should be readable and usable by as wide an audience as possible. For an education organization, accessibility is mission.

Color Contrast

All text must meet WCAG 2.1 AA minimum contrast ratios. For key communications (hospital materials, school handouts, public-facing web), target AAA.

Ratio	Standard	Where to Apply
4.5:1	AA -- Normal text	Minimum for all body text
3:1	AA -- Large text	Minimum for text 18pt+ or bold 14pt+
7:1	AAA -- Normal text	Target for high-impact / critical content

Pre-verified combinations from the Dark Theme Palette:

Text Color	Background Color	Ratio	Level
White #FFFFFF	Deep Space #060D1A	19.5:1	AAA ✓
White #FFFFFF	Dark Surface #0A1628	16.3:1	AAA ✓
White #FFFFFF	Card Surface #0F2040	12.4:1	AAA ✓
Gold #FFC20E	Dark Surface #0A1628	9.1:1	AAA ✓
Gold #FFC20E	Deep Space #060D1A	10.7:1	AAA ✓
Deep Navy #003468	White #FFFFFF	12.0:1	AAA ✓
Deep Navy #003468	Gold #FFC20E	4.8:1	AA ✓
Cool Gray #BABCBE	Dark Surface #0A1628	7.9:1	AAA ✓

Check your combinations: WebAIM Contrast Checker at webaim.org/resources/contrastchecker

Image Alt Text

Every image published online must include descriptive alt text communicating the content and context.

Formula: [Subject] [action or state] [context or setting]

Examples:

• ❌ alt="droid.jpg"
• ✅ alt="An R2-D2 replica with its dome open as a volunteer shows the motors to a child at a school STEM event"

For decorative images (backgrounds, dividers, purely aesthetic elements): use alt="" so screen readers skip them.

Typography Accessibility

• Minimum body text size: 16px on all digital surfaces
• Do not rely on color alone to convey meaning -- pair it with text labels, icons, or patterns
• Ensure adequate line spacing (minimum 1.5x the font size for body text)
• Avoid justified text alignment -- it creates irregular spacing that reduces readability for users with dyslexia

Interactive Elements

• All clickable elements must have a minimum touch target of 44x44 pixels on mobile
• Focus states must be visible for keyboard navigation (do not use outline: none without a custom focus style)
• Form inputs must have associated text labels (not just placeholder text)

Intellectual Property and Affiliation

Who We Are (and Aren't)

DroidBuilders, Inc. is an independent, fan-founded 501(c)(3) nonprofit. We build original, hand-made replicas inspired by droids from science fiction and popular culture. We do this out of love for the craft and to advance our STEM education mission.

We are not affiliated with, authorized by, endorsed by, or sponsored by Lucasfilm Ltd., The Walt Disney Company, or any other rights holder. Getting this right protects the organization and respects the creators whose work inspires us.

Approved Affiliation Disclaimer

Use this line on press materials, partnership documents, merchandise listings, and the website footer where appropriate:

DroidBuilders, Inc. is an independent 501(c)(3) nonprofit and is not affiliated with or endorsed by Lucasfilm Ltd. or The Walt Disney Company.

Rules of Thumb

Do:

• Describe our work as "replica droids" or droids "inspired by" their source designs
• Lead with the DroidBuilders brand and mission, which are entirely our own
• Include the affiliation disclaimer wherever official affiliation could be assumed

Do Not:

• Use franchise logos, wordmarks, or trademarks in DroidBuilders materials
• Imply official authorization, licensing, or endorsement
• Sell merchandise that replicates licensed products or implies licensing
• Use language or imagery suggesting DroidBuilders is an official franchise entity

When in doubt about an IP or affiliation question, route it to the Board before publishing.

Quick Reference

Mission, Vision and Tagline

Item	Text
Mission	To inspire the next generation in science, technology, engineering, and math through the art of building droids.
Vision	A world where every young person sees themselves as a builder, a maker, and an engineer.
Tagline	Building droids. Inspiring futures.
One-liner	A 501(c)(3) nonprofit that inspires STEM learning by bringing full-scale, hand-built replica droids to schools, children's hospitals, and community events.

Color Quick Reference

	Name	HEX	Use
	Deep Navy	#003468	Primary brand color; print, headers
	Brand Blue	#005BA8	Secondary identity color
	Gold	#FFC20E	Accents, CTAs, highlights
	White	#FFFFFF	Text on dark; light backgrounds
	Cool Gray	#BABCBE	Secondary text, dividers
	Deep Space	#060D1A	Web page background
	Dark Surface	#0A1628	Web content background
	Card Surface	#0F2040	Web content cards
	Sky Blue	#3BADFF	Web links, interactive elements

Typography Quick Reference

Role	Typeface	Weight
Hero / Major Headlines	Exo 2	ExtraBold 800
Section Headers	Exo 2	Bold 700
Subheadings	Exo 2	SemiBold 600
Body Copy	Source Sans 3	Regular 400
Emphasis / UI	Source Sans 3	SemiBold 600
Labels / Badges	Rajdhani	SemiBold 600

Logo Quick Reference

Situation	Logo to Use
National or corporate materials	Primary (Standalone)
Alongside partner organization logos	Circular
Sector / local events	Sector logo
Social media profile image	Circular
Favicon / app icon	Circular
Merchandise (embroidery, screen print)	Circular or Medallion
Dark background	White / reversed version

Fundraising Language Quick Reference

Always focus on: the STEM education mission, community outreach, volunteer service, organizational infrastructure

Never reference: droid builds, individual builder projects, personal equipment

Version History

Version	Date	Summary of Changes
1.0	August 2018	Initial style guide: logo principles, color palette
2.0	2025	Full redevelopment: added Typography, Voice and Tone, Dark Theme Palette, Digital Standards, Print Standards, Accessibility Standards, Quick Reference. Corrected Pantone 390 RGB error. Revised logo minimum size guidance.
3.0	June 2026	Re-anchored the Brand Foundation on the STEM education mission; added Mission, Vision, and STEM-forward values. Added Messaging and Boilerplate and Intellectual Property and Affiliation sections. Added Brand Governance and a Brand Steward role. Standardized Sky Blue naming and fixed the duplicate color quick-reference entry. Added favicon, co-branding, and STEM-in-action guidance.

DroidBuilders, Inc. is a 501(c)(3) nonprofit education organization. DroidBuilders, Inc. is an independent organization and is not affiliated with or endorsed by Lucasfilm Ltd. or The Walt Disney Company.