Identity and Brand Standards Manual

Transcription

1 Identity and Brand Standards Manual Revised February 2018

2 Introduction This manual is an essential tool for brand stewardship at WHW and has been designed to ensure that the WHW brand is represented and marketed in an appropriate and consistent manner. The well respected WHW brand is our most valuable asset. It embodies all that we stand for, conveys the beliefs and principles upon which we operate and serves as our introduction in any forum. As we communicate with a variety of audiences including clients, donors, funders, corporate partners, volunteers, agency partners and other community partners, consistent application of our brand is crucial to maintaining WHW s image. By actively managing our identity and brand image, we help shape the future of our organization. Introduction Building a strong non-profit brand means paying close attention to the experiences we create for our donors, clients, partners and the community. To be successful, we must all learn how to live our brand in everything we do and say. 1

3 Table of Contents Introduction.1 Table of Contents.2 What is a Brand 3 WHW s Brand Mission, Vision, Values and Beliefs..4 History of WHW...5 The Modern Brand...5 Who We Serve..5 Message and Tone... 6 Brand Components Logo..7 Approved Color Palette Printer Color Consistency...11 Typefaces 13 Table of Contents Communications Club Stationery 17 Name Badges..19 Power Point Presentations.20 Brochures 21 Flyers Signatures.23 Marketing..23 Website Press Releases Promotional Items Signage Interior Signage.. 27 Exterior Signage. 28 Vehicle Signage...29 Questions and Clarifications

4 What is a Brand A brand is an idea, a promise and experience. An effective brand should fulfill five standards: It must be relevant to a real or projected need in the community. It must be deliverable the organization must have the infrastructure, assets and intellectual capital to fulfill the promise and deliver value. It must be credible the organization behind the promise must be perceived as capable of delivering it. It must be differentiating the organization must possess some quality that distinguishes it from all other competitively relevant brands. What is a Brand It must be both inspired and inspiring the organization must motivate interest, action and enthusiasm among associates, clients, supporters and the community. 3

5 Mission The mission of WHW is to provide the unemployed and underemployed the skills and resources they need to get and keep a good job. Vision for the Future To see every person in Orange County who wants to work enjoying gainful employment! Values WHW s Brand WHW values: Integrity Transparency Accountability Sustainability Stewardship Volunteerism Partnerships We highly value and respect each of our partners, which includes our job seekers, donors, volunteers and community supporters. 4

6 History of WHW In 1993, two survivors of domestic abuse began their journey to create a life for themselves and their children. As legal professionals, they faced the daunting task of rebuilding a professional wardrobe when all of their resources were needed for basic living expenses. Their own struggle gave them the idea and motivation to create an organization to help other women prepare for the work place after escaping a violent relationship. Thanks to their courage, WHW was born. The Modern Brand WHW s Brand Today WHW provides individuals who are unemployed or underemployed with a comprehensive array of skills and resources that they need to be successful in getting and keep a good job. What started as two survivors collecting clothes in their trunk for women in various shelters has turned into a full array of employment readiness programs to support job seekers in their journey to employment. We believe that this work will make a positive impact on generations to come. Who We Serve WHW serves those who are unemployed or underemployed who lack the skills and resources needed to obtain and retain gainful employment. 5

7 Message and Tone It is important to send the right message and create the right tone to best communicate WHW and its brand promise. Audiences must understand the benefits the points of differentiation that come from partnering with WHW. Above all, you should strive to use the points of differentiation that uniquely position WHW in the hearts and minds of our clients, donors, supporters, partners and the community. What makes WHW Unique Since inception in 1993, WHW s business model has been to provide all services at no charge to clients and non-profit agency partners. Rather than offering a pre-designed schedule of services, WHW s staff and volunteers provide comprehensive, tailored and one-on-one employment solutions to clients, walking the journey with them and ensuring that each one gets what they need in order to be successful. WHW s Brand WHW Tone Be quietly confident, subtle and not boastful. Be understanding, under promising and over delivering. Be clean and crisp using elegant, simple language. Be conversational, speaking with people and not at them. Be respectful and non-promotional, avoiding jargon. Be sensitive and base your message in the human experience. 6

8 Logo WHW logo is to be represented and reproduced in the WHW yellow* and with the briefcase in white. An example of this logo is presented to the right on Figure 1. The slogan beneath the logo must also be produced in the WHW orange* with the slogan Empowering Employment Success. A gray-scale example is presented on the right on Figure 2. You may produce our logo in black with the briefcase reversed out in white. The preferred color treatment is black positive. Please refer to the color section for more information about the appropriate black and whites to use. Figure 1 Figure 2 Brand Components The logo can be printed on the approved white as shown in Figure 1 and 2 or it may be printed on an approved brand color such as Figure 3 or 4. Figure 3 *Please refer to WHW Approved Colors for more specific color information. Figure 4 7

9 Logo Sizing Logo sizing is essential in maintaining a clean and legible logo. Careful scaling is essential for optimum legibility and visual impact. Minimum Logo Sizing 1/2 inch (127 mm) There is no maximum logo sizing as long as the scale is proportionate where the logo is legible and not distorted from the original logo sizing. Logo Spacing Brand Components Always maintain a clear space around the logo. This includes no text or graphic material within the specific spacing. Spacing is important to represent the logo in an uncluttered and presentable layout. The minimum spacing measurements along all sides of the logo is one half of the size of W in the logo. Measure proportionately so whether the logo is reproduced in a small or large logo, there will be appropriate spacing. ½ W ½ W ½ W ½ W 8

10 Logo Treatments Do Use the appropriate digital network Use illustrator EPS files suitable for printing Provide GID, JPEG and TIF formats usable for presentations and the website. Maintain specific spacing within and around the logo. Don t Attempt to recreate the logo or any logo components from font type, shape, size or positioning. Brand Components Change any letters of the WHW acronym or reproduce the slogan as a different slogan phrase. Change the positioning of the slogan and the briefcase. 9

11 Approved Color Palette RGB: 253/194/23 CMYK: 0/25/98/0 Hex #FDC217 PMS 123 C RGB: 232/126/37 CMYK: 6/61/100/0 Hex #E87E25 PMS 1595 C RGB: 0/173/196 CMYK: 75/9/21/0 Hex #00ADC4 Brand Components RGB: 175/189/54 CMYK: 36/13/100/0 Hex #AFBD36 RGB: 218/215/196 CMYK: 14/11/23/0 Hex #DAD7C4 RGB: 9/118/189 CMYK: 86/49/0/0 Hex #0976BD RGB: 175/166/143 CMYK: 33/30/45/0 Hex #AFA68F RGB: 0/0/0 CMYK: 0/0/0/100 Hex #00000 RGB: 255/255/255 CMYK: 0/0/0/0 Hex #FFFFF 10

12 Printer Color Consistency Provide accurate measurements for printer calibrations that deliver print-to-print and printer-to-printer color consistency Color consistency ensures that the same input produces the same output by using the same inks, media, and printers with the same firmware version Satisfying results also depend on color accuracy to ensure that colors and neutrals print correctly Printers that specializes in color consistency and color accuracy in print production are HP Designjet Z6100-series Printers Printing services that provide proficiency in color control are preferred Brand Components 11

13 Typefaces Font Types Fonts chosen by WHW act as a unique handwriting and add emphasis to our identity. WHW Fonts are characterized by four categories: Standard, Formal, Online and Marketing. Standard Fonts Myriad Pro is an approved system font that is accessible to all employees and volunteers. This font is used for all materials shared electronically and through hardcopy Myriad Pro can be used for memos, letters, numbered tables, PowerPoint Presentations, and electronic newsletters The font size of 12 pt is recommended. Brand Components Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Web Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqestuvwxyz Myriad Pro Light ABCDEFGHIJKLMNOPQSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Web Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12

14 Formal Fonts Chaparral Pro is an alternate approved system font that is accessible to all employees and volunteers. This font is used for large blocks of copy without many numbers such as in longer documents and/or formal documents The recommended font size is 12 pt. Online Fonts Chapparral Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brand Components Calibri and Arial are used on the WHW website. Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 13

15 Marketing Fonts Helvetica, Verdana, and the Trebuchet fonts are to be used for Marketing, depending on availability. Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trebuchet ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Brand Components 15

16 Club 259 Club 259 is WHW s membership organization for donors who help to directly support WHW job seekers in their search for employment success. $259 provides one job seeker access to all of WHW programs for one year including: Employment Readiness Workshops, Computer Training, Job Placement Assistance, Employment Retention Support and Professional Apparel.. You can make a difference for a job seeker today by joining Club 259 and helping each Job Seeker you sponsor to get and keep a good job. Your membership will make an impact that will last for generations to come. Communications 16

17 Stationery Letterhead WHW logo is located at the top of the sheet in the company s primary yellow and orange colors The company s address is printed inside at the bottom of the page above the the blue section that contains the WHW mission. (Myriad pro, regular) Communications Standard 8 in. x 11 in. sheet Envelope Logo is located at the top left-hand corner with address printed below (Myriad pro, regular) Standard #10 Envelope 17

18 Business Card Logo is placed at the upper edge of the lefthand side of the card. Mission is on the front and back of the card. Business cards should always include: Name and Title Contact information Website Address Site Address Myriad pro, regular Note Cards Communications WHW Note cards are used as Thank-You Notes, notes of Congratulations, Happy Birthday cards and general communications. Additional card designs should be approved by Marketing. 18

19 Name Badge The WHW name badge is to be worn by all employees, board members, volunteers and on-going consultants while on duty at WHW and preferably worn at off-site events as well. Name badges improve the brand attraction with the organization, have a positive effect in crowded areas and play an important function promoting the core spirit of WHW. Staff and Board Members Communications Volunteers Consultants 19

20 PowerPoint Presentations This PowerPoint template is used for internal and external presentations. Each slide should include: WHW logo on top left corner Mission/Tagline on the bottom Communications 20

21 Brochures The look and color palette of brochures will vary depending on the purpose of the brochure and the audience. These two examples display how the approved color combinations are implemented in different brochures. Communications Donation Wish List - Front Donation Wish List - Back Club 259- Front Club 259- Back 21

22 Flyers Depending on the audience of the flyer, the approved color combinations should be used. These examples demonstrate the proper method of using some of the various color combinations. Communications 22

23 Signature Components of the signature are: Name and title Phone number Address Logo Site Address Mission/Tagline Signature is optional Marketing In addition to communication with WHW constituents, marketing can be used as a way to piece all WHW marketing channels together while unifying our branding efforts. By using marketing to point our readers to all our communications channels, we improve our overall branding efforts with a unified voice. s affect our brand in two ways: through their indirect effects on recipient perceptions, and through the deliberate measures we take to support our brand with our campaigns or newsletters. Communications 23

24 Website Our website, located at serves to provide visitors with a digital brand experience. Through the use of quality content, impactful graphics and intuitive design, it is our goal to provide visitors with quick answers, added value and enhance WHW s professional image. Communications 24

25 Press Releases Press Releases are WHW s written communication directed to members of the news media for the purpose of announcing something newsworthy. Typically, they are ed to assignment editors and other contacts at newspapers, magazines radio stations, television and on-line media. Every Press Release should include: Release date, contact information, standardized About WHW information and credit for any photographs included. Communications 25

26 WHW Promotional Items Promotional items offer a unique advertising opportunity. Because they are not viewed as advertising, people tend to keep and use them. When producing WHW promotional items, the components of the WHW logo, including spacing and approved colors should be adhered to as much as possible. Items should be appropriate for the target audience and should represent the WHW brand well. WHW promotional items must contain the WHW logo and the website is preferred. Items must be approved by Marketing prior to production. Communications 26

27 Signage Interior Signage Interior signage must take into account WHW logo requirements and color combinations while effectively communicating the required message to the targeted audience. Below are some examples of effective interior signage. Communications 27

28 Exterior Building Signage When trying to determine the most appropriate sign type for a building application, the following should be taken into consideration: landlord and city/local restrictions, background materials and colors, visibility and lines of sight, building size, colors and sizes of other sign types in the vicinity, electrical hookups and availability and background material surface obstructions. Communications 28

29 Vehicle Signage Vehicle signage provides WHW with a moving billboard, providing additional brand awareness on highways, city streets and park lots. Drivers of WHW branded vehicles must remember that they are acting as brand ambassadors on the road. Courtesy and driving etiquette are crucial while behind the wheel of a WHW branded vehicle. Additionally, WHW branded vehicles must remain clean on the outside and clean and orderly on the inside to be consistent with WHW s professional brand. Communications 29

30 Questions and Clarifications If you have any questions or need clarifications regarding the use of the WHW identity or brand that is or is not addressed within this document, contact the Chief Operating Officer at x1304. Questions 30