BRAND GUIDELINES - S3-us-east-2.amazonaws
BRAND GUIDELINES September 2017 1
TABLE OF CONTENTS 3. 4. 5. 6. 7. 8. 9. 10. 12. Manifesto Using The Brand Identity Guidelines Brand Vision Typography Font Style Guide Color Palette Logo Usage 360 Logo Hierarchy Do Great Logo 13. 15. 16. 17. 18. 19. 20. Do Great Brand Hierarchy Color Palette / Brand Heirarchy Color Palette / Brand Icons Color Palette / Pillars Color Palette / 360 Pillar Icons Unacceptable Logo Usage T-shirt Layout 2
MANIFESTO Imagine. You’ve got a home, a job, a family—life is good. Then something bad happens. You get sick, laid off, behind on your rent and suddenly, there’s real danger on the horizon. For hundreds of thousands in North Texas, it’s not that hard to imagine. They’re facing a perfect storm of poverty, poor health, and lack of education. To many, it seems like there’s no escape. That’s why United Way is not just a single-issue charity. We treat 360 degrees of need. With 200 local programs and tens of thousands of volunteers, we help do more. And when you support us, you do more too. United, we help those who want to do good, do great. 3
USING THE BRAND IDENTITY GUIDELINES The United Way brand identity is the tangible expression of this event and a reflection of the United Way of Metropolitan Dallas. A carefully managed and well-implemented brand identity system helps carry our brand message to the world. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Along with the brandmark, typography, color palette and other visual elements, specific directions are included to help you manage visual communication materials. By accurately implementing this brand identity system, you protect the equity of the United Way brand. To preserve the integrity of the United Way brand identity, this material may not be reproduced. The shape, color and lettering of the icon should not be distorted or altered in any way. The United Way brand may not be used to endorse any commercial product or service without prior consent from United Way of Metropolitan Dallas. 4
THE BRAND VISION OUR VISION A North Texas community thriving with healthy, educated and financially stable residents. MISSION Unite North Texas to lift up those in need and help them thrive now and in the future. BRAND PROMISE We fight our community’s biggest social problems by surrounding them with efficient, impactful solutions. BRAND POSITIONING We’re not a single issue organization. We treat 360 of need to help those who want to do good, do great. CORE BRAND IDEA We help those who want to do good, do great. BRAND TAGLINE Do great. 5
TYPOGRAPHY Brandon Grotesque is the font to be utilized for all correspondence, presentations, collateral and marketing materials. HEADING IN BRANDON GROTESQUE BLACK HEADINGS THIS IS A HEADLINE IN BRANDON GROTESQUE BOLD. HEADLINES Brandon Grotesque medium typeface is the headline font.It should be used sparingly in marketing communications to draw attention to the most important text or message. This is a subhead in Brandon Grotesque regular italic. Sub headlines Brandon Grotesque regular italic is the subhead font. It shouldbe used under headlines or headers when a secondary message is necessary. Subheads may also be used as the first sentence of a paragraph in marketing communications. This is body copy set in Brandon Grotesque light. Body copy Brandon Grotesque Light is the paragraph font. It should be used for supportive messaging. To insure this the body copy needs to be 75% black. Or white on dark backgrounds. Brandon Grotesque Black is the heading font. It should be used in multipage documents and websites to denote a new section or topic. 6
FONT STYLE GUIDE THIS IS THE PROPER HEADLINE USAGE. This is a sub headline that supports the headline. THIS IS THE PROPER HEADLINE USAGE. This is a sub headline that supports the headline. Brandon Grotesque light is the body copy font for all correspondence, presentations, collateral and marketing materials. It should be 60% black or white on a dark background. The body copy should not be over 14 point except in rare circumstances or legibilty purposes. The leading should be 2 points more than the font. This style paragraph should be used in multipage documents and on all websites. If the copy needs a call out or a statistic highlighted. Use Brandon Grotesque Bold Italic for the call out. We’ll cover how this is used with color pallete & message hierarchy in the color section of the guidelines. Brandon Grotesque light is the body copy font for all correspondence, presentations, collateral and marketing materials. It should be 60% black or white on a dark background. The body copy should not be over 14 point except in rare circumstances or legibilty purposes. The leading should be 2 points more than the font. This style paragraph should be used in multipage documents and on all websites. If the copy needs a call out or a statistic highlighted. Use Brandon Grotesque Bold Italic for the call out. We’ll cover how this is used with color pallete & message hierarchy in the color section of the guidelines. 7
COLOR PALETTES These are the breakouts for the sectional colors. Only in rare circumstances should they all be used in a single layout They should be used to deliniate one of three areas. Organizaion, Supporting and giviving. The organizing principle layed out to the right should be adhered to at all times. NO switching of category colors. ORGANIZATION UWMD LOGO PMS 2935 UWMD PMS 541 FINANCIAL NEW PMS 7742 GOALS PMS 1805 GIVE PMS 152 PMS 659 PMS 576 PMS 7606 PMS 143 BLACK PILLARS EDUCATION PMS 541 INCOME OLD PMS 575 HEALTH PMS 1805 GIVE PMS 152 PMS 659 PMS 577 PMS 7606 PMS 143 BLACK GIVING SOCIETY TOUQVILLE PMS 541 GIVE PMS 152 PMS 659 PMS 143 PMS 161 8
LOGO USAGE The most fundamental visual element of a brand identity is its brandmark. The components of our brandmark – the rainbow of hope, the hand of support and the person as a symbol of humanity – communicate the important United Way brand characteristics — caring, inspiring, trustworthy and approachable. This brandmark is primary. In addition, we have 2 sub logos that should be used when applicable and will discuss usage in the brand guidelines. 9
360 LOGO HIERARCHY Horizontally the “United Way of Metropolitan Dallas” logo should always come before the “Treating 3600 of need” logo. The brand message should always read “United Way of Metropolitan Dallas, Treating 3600 of need.” * The “Treating 3600 of need” logo must be always be used in conjunction with the United Way of Metropolitan Dallas logo. 10
360 LOGO HIERARCHY The United Way of Metropolitan Dallas logo should alway be above the “Treating 3600 of need logo. The brand message should always read United Way of Metropolitan Dallas Treating 3600 of need. Note: The Treating 3600 logo should never be bigger than the United Way logo when stacked. BRAND MESSAGE OR IMAGE HERE BRAND MESSAGE OR IMAGE HERE 11
DO GREAT LOGO Helping those who do good, do great is the brand tagline. It should be used as a sign off on all brand communictions. It should only be used with the United Way of Metropolitan Dallas logo or a corporate sponsors logo. DARK BLUE: PMS 541 LIGHT BLUE: PMS 659 BLACK: 100% WHITE FILL 12
DO GREAT BRAND HIERARCHY The brand tagline should always be positioned below or to the right of the United Way of Metropolitan Dallas logo. The message should read as United Way of Metropolitan Dallas. Helping those who do good, do great. Note: The logos should never be positioned closer than what is shown. * The “Do Great” logo must be always be used in conjunction with the United Way of Metropolitan Dallas logo. Vertical distatance Horizontal distance 13
DO GREAT BRAND HIERARCHY These are the prefered placement of the United Way logo and brand message in a vertical and horizontal layout. BRAND MESSAGE OR IMAGE HERE BRAND MESSAGE OR IMAGE HERE 14
COLOR PALETTE / BRAND HIERACHY UWMD CORP PMS 541 PMS 659 60% BLACK FINANCIAL PMS 575 PMS 577 60% BLACK GOALS PMS 180 BLACK 60% BLACK GIVE PMS 152 PMS 141 60% BLACK HELPING THOSE WHO WANT TO DO GOOD DO GREAT. We do this by treating 360 degrees of need right here in North Texas Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. THE MONEY WE RAISE HERE IN NORTH TEXAS STAYS HERE. We support over 200 local organizations right here in North Texas Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the missio The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. HELP US MEET OUR 360 GOAL BY DONATING TODAY. Surround North Texas with 360 degrees of care by donating 3, 6 or 10 Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. GIVE TO THE UNITED WAY OF METROPOLITAN DALLAS. By giving to the United Way you are treating 360 of need by supporting 200 organizations. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. 15
COLOR PALLETE WITH BRAND ICONS HELPING THOSE WHO WANT TO DO GOOD DO GREAT. We do this by treating 360 degrees of need right here in North Texas Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. THE MONEY WE RAISE HERE IN NORTH TEXAS STAYS HERE. We support over 200 local organizations right here in North Texas Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. HELP US MEET OUR 360 GOAL BY DONATING TODAY. Surround North Texas with 360 degrees of care by donating 3, 6 or 10 Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. GIVE TO THE UNITED WAY OF METROPOLITAN DALLAS. By giving to the United Way you are treating 360 of need by supporting 200 organizations. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. 16
COLOR PALETTE / PILLARS EDUCATION PMS 541 PMS 659 60% BLACK INCOME PMS 575 PMS 577 60% BLACK HEALTH PMS 180 BLACK 60% BLACK GIVE PMS 152 PMS 141 60% BLACK WE GIVE STUDENTS ACCESS TO THE BEST EDUCATIONAL PROGRAMS IN NTX. Our goal is to prepare at least 60% to graduate and succeed. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. OUR GOAL IS TO PERMANENTLY MOVE 250,000 PEOPLE OUT OF POVERTY. We’ve invested more than 21 million and put over 192,000 on the path to financial stability. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. GOOD HEALTH INFLUENCES EVERYTHING FROM LEARNING TO EARNING. Ourgoal is to ensure that all North Texans have access to healthy food, quality health care. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. WHEN YOU GIVE TO UNITED WAY YOUR DOLLARS DO MORE. By giving to the United Way of Metropolitan Dallas you support over 200 organizations. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. 17
COLOR PALETTE / 3600 PILLAR ICONS WE GIVE STUDENTS ACCESS TO THE BEST EDUCATIONAL PROGRAMS IN NTX. Our goal is to prepare at least 60% to graduate and succeed. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. OUR GOAL IS TO PERMANENTLY MOVE 250,000 PEOPLE OUT OF POVERTY. We’ve invested more than 21 million and put over 192,000 on the path to financial stability. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. GOOD HEALTH INFLUENCES EVERYTHING FROM LEARNING TO EARNING. Ourgoal is to ensure that all North Texans have access to healthy food, quality health care. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. WHEN YOU GIVE TO UNITED WAY YOUR DOLLARS DO MORE. By giving to the United Way of Metropolitan Dallas you support over 200 organizations. Use the colors shown sparingly to make sure that the message has a hierarchy. The headline is the mission. The sub head should support how we are accomplishing the mission. The body copy should contain the details of how they can help. Don’t forget to include a call to action and make sure it is clear. 18
SUGGESTED LAYOUTS MESSAGE OR LOGOS HERE FRONT BACK 19
UNACCEPTABLE LOGO USAGE The consistent and correct application of the United Way of Metropolitan Dallas brand is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the United Way mark. Never alter the colors in the mark Never remove any elements of the mark Never distort the shape of the mark Never alter the colors in the mark Never add elements to the mark Never remove any elements of the mark Never distort the shape of the mark Never use the circle on its own Never rearrange the elements of the mark Never use the circle on its own Never add elements to the mark Never tilt the mark Never tilt the mark Never rearrange the elements of the mark 20
4. Using The Brand Identity Guidelines 5. Brand Vision 6. Typography 7. Font Style Guide 8. Color Palette 9. Logo Usage 10. 360 Logo Hierarchy 12. Do Great Logo 13. Do Great Brand Hierarchy 15. Color Palette / Brand Heirarchy 16. Color Palette / Brand Icons 17. Color Palette / Pillars 18. Color Palette / 360 Pillar Icons 19. Unacceptable Logo .
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
Pi KAPPA Phi Brand Guidelines pg. 4 section 01: Overview pg. 5 Purpose of Brand Guidelines pg. 6 The Pi Kappa Phi Brand essence pg. 7 The Pi Kappa Phi Brand Positioning pg. 8 Fraternity Master Brand & sub-Brand relationships pg. 9 section 02: Pi Kappa Phi: identity pg. 10 Pi Kappa Phi identity pg. 11 star shield & logotype pg. 12 Multiple Formats pg. 13 Clear space & Minimum space
STRATEGIC BRAND MANAGEMENT Strategic brand management process is important for creating and sustaining brand equity. Developing a strategy that successfully sustains or improves brand awareness, strengthens brand associations, emphasizes brand quality and utilization, is a part of brand management. The brand str
The brand meaning evolution model The brand resonance pyramid model Brand knowledge is defined in terms of two components: brand awareness and brand image o Brand awareness relates to brand recall and recognition performance by consumers o Brand image refers to the set of associations linked to
