BRAND GUIDELINES. Mission: to strengthen and unify greater Cleveland s arts and culture sector

Transcription

1 BRAND GUIDELINES Mission: to strengthen and unify greater Cleveland s arts and culture sector

2 A Nonprofit Brand is the shared emotional perception participants and supporters hold in connection with the programs and services a nonprofit offers. Scott Bedbury, author of A New Brand World, describes a brand as: the sum of the good, the bad, the ugly and the offstrategy... It is defined by the accomplishments of your best employee - the shining star in the company who can do no wrong - as well as by the mishaps of the worst hire that you ever made... Creation In Common, LLC INTRODUCTION ONE VOICE Approachable maintains an open-door policy for any individual or group that requests technical assistance, information and other services Credible presents accurate, relevant and timely information and establishes mutually trusting relationships with constituents Engaging excites constituents on multiple levels, motivating them to act Passionate strongly believes in the value of the arts and culture community and reflects this enthusiasm in the work it produces Smart brings a focused intellectual rigor and a strategic approach to the sector INTRODUCTION 1

3 AUDIENCE CORE AUDIENCES Arts & Culture Artists Board Members Leadership & Staff Public Elected Officials Appointed Officials Arts and Culture Staff Philanthropic CEOs Program Officers Community Relations Staff Voluntary (As needed & where appropriate) CEOs Program Directors Since 1997, CPAC has built the trust of the individuals it serves through its high-quality offerings and strategic direction. To better communicate these services to the above audiences, CPAC is redefining the language it uses and the design of its public materials. This includes these branding suggestions as well as implementing plain language in all new documents. Staff is encouraged to interpret the brand voice as it best relates to each audience. For example, how we engage elected officials may be very different from engaging an arts and culture staff member. More information about how CPAC implements plain language in its material can be found in the Style Guidelines. The first rule of plain language is: write for your audience. Use language your audience knows and feels comfortable with. Take your audience s current level of knowledge into account. - plainlanguage.gov AUDIENCE 2

4 TYPEFACE CPAC uses sans serif fonts. The following are some fonts we ve used to date. You ll note these are not the only fonts available to use, but serves as a base for direction. Long print documents, such as research, is an exception to this style choice. Times New Roman has been the standard font for a lengthy document, but others can be used to better fit the design of the publication. More specific information about how to use these typefaces is available in CPAC s Style Guidelines. (Note that Petita and WC Roughtrad are available on shared drive in Communications > specialty fonts) Aa Arial A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa Calibri (CPAC default font) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa Avant Garde (Book) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa Gill Sans A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa Petita (Creative Workforce Fellowship) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa WC ROUGHTRAD (Artists in Residence) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z TYPEFACE TYPEFACE 3

5 LOGO LOGO CPAC Logo Reverse CPAC Logo Black CPAC Logo CPAC Logo Blue CPAC s logo should be small enough not to dominate the page, but large to ensure the name of the organization is legible. Bottom of 8.5 x 11 research back cover 7 x 5 postcard LOGO 4

6 COLOR CPAC s color palette is warm, fresh, smart and modern. These colors are designed to be used strategically as needed, not all at once. Often, CPAC uses neutral tones as a base for design with a vibrant accent color. COLOR CPAC R0. G106. B104 C89. M40. Y56. K20 CPAC R249. G184. B18 C2. M30. Y100. K0 CPAC R215. G120. B54 C13. M62. Y92. K1 Fellowship From Rust Belt to Artist Belt R251. G173. B24 C0. M36. Y99. K0 NEO Arts and Culture Plan Assessment R213. G159. B15 C17. M37. Y100. K1 CPAC R80. G85. B71 C63. M51. Y67. K36 From Rust Belt to Artist Belt R247. G129. B33 C0. M61. Y99. K0 NEO Arts and Culture Plan Assessment R117. G93. B66 C45. M55. Y75. K29 NEO Arts and Culture Plan Assessment R83. G48. B26 C44. M71. Y86. K57 Audience Matters R238. G79. B75 C1. M84. Y71. K0 From Rust Belt to Artist Belt R238. G68. B35 C0. M89. Y100. K0 From Rust Belt to Artist Belt R180. G34. B140 C30. M99. Y2. K0 Artists in Residence R153. G51. B255 C61. M77. Y0. K0 Culture ADD R114. G18. B64 C41. M100. Y51. K36 Creative Workforce Fellowship R221. G224. B232 C6. M4. Y0. K6 Audience Matters R89. G195. B193 C60. M0. Y28. K0 The Artist as an Entrepreneur Institute R20. G38. B77 C100. M89. Y39. K40 From Rust Belt to Artist Belt R21. G176. B232 C70. M11. Y0. K0 From Rust Belt to Artist Belt R192. G215. B49 C29. M0. Y99. K0 CPAC Logo R0. G112. B73 C100. M0. Y78. K42 The Artist as an Entrepreneur Institute R128. G189. B80 C55. M3. Y91. K0 COLOR 5

7 IMAGES IMAGES Arts and Culture: CPAC uses images of the local arts and culture community as often as possible. CPAC uses stock photography when either the desired photo doesn t exist in our library, or if we have to remain unbiased toward local artists or organizations (e.g. Creative Workforce Fellowship materials). Stock photography should convey the vibrancy of the sector and the importance of arts and culture. Attention to diversity: Age Artistic Discipline Community or Neighborhood Ethnicity Gender Small, medium and large organizations Emphasis on Artists and People: Through imagery of the people who make up the sector, CPAC is able to further showcase how important these individuals are in advancing greater Cleveland. Local Photography: CPAC owns the photographs to the images in CPAC Photos in the Communications folder on the shared hard drive. If CPAC did not take the image, credit both the photographer and the artist whose work is being shown in the photograph whenever possible. Stock Photography: Stock photos are chosen as needed. CPAC holds an account with istockphoto.com. Read the license agreement before use, particularly for the number of copies produced. CPAC as purchased images in Stock Images in the Communications folder on the shared hard drive. IMAGES 6

8 DESIGN ELEMENTS A RECTILINEAR APPROACH CPAC uses linear elements to help structure content and maintain a clean look on the page. This may have a tendency to look mechanical or clinical. Include elements to soften or warm the design, for example warm colors and choice images. Using an underlying grid can help organize content and eliminate clutter. DESIGN ELEMENTS The linear format helps maintain CPAC s identity as it relates to its partners and other local affiliates. A few variations can be seen across publications and communications material. For example, in most marketing materials and cover designs, CPAC chooses a dominant image, with linear accents (see Putting it Together). CPAC also uses screens, or semitransparent boxes, when displaying text over an image to improve readability (see cover). This usually should not be used for large bodies of text. DESIGN ELEMENTS 7

9 PRESENTATIONS CPAC is committed to sharing our individual expertise as staff members through presentation and community engagement. Presentation styles vary, but overall, CPAC is dedicated to clearly conveying its vision and mission in a way that engages the audience. Share your knowledge of how the arts and culture sector is playing a role in strengthening greater Cleveland and how CPAC helps that happen. PRESENTATIONS If you use a PowerPoint, reference slide:ology to help design slides and structure a presentation (a copy is located on the bookshelf above the design station). Remember to use program- or research-specific colors to maintain their individual brand. Use plain language and avoid acronyms whenever possible. Given the diversity within our audiences, individuals may absorb information very differently (visual vs. auditory learners, etc.) Use PowerPoint as a visual aid, and do not use heavy text or bullet points. Interact with the audience. Tell a story. Be approachable. Be credible. Be engaging. Be passionate. Be smart. Though time is often one s most valuable resource, there s no way to avoid spending it if you want a powerful and persuasive speech. - Nancy Duarte, slide:ology PRESENTATIONS 8

10 CPAC RELATIONSHIPS As an intermediary, both for people within the sector and in connection with other local industries, CPAC carefully maintains its relationships. A few key people of note are: CPAC RELATIONSHIPS Participants in Programs or Services Licensees Funders Public Officials Media Partner Organizations Board and Staff REMINDERS Set the tone: Our audiences trust CPAC as a credible source for research, public policy and capacity building programs. Now we are focusing on connecting with our arts and culture peers at a deeper level. To make sure people have consistent experiences across programs and services, maintain the same rigor and approachability with every interaction. Respond to every CPAC responds to every question, request, and voic within one to two business days. People are aware of CPAC and its programs on a variety of levels. Ultimately, time spent with each person helps build support and clarity around our efforts. Use social media: Connect, share information and listen to what others are talking about. Remember that every post is public knowledge and should help advance CPAC s overall strategy. Be consistent in sharing information that is both accessible and relevant. Be professional: This does not necessarily mean a need to be formal. Understand the situation. Don t lose your personal identity, but be aware of when you are representing CPAC both in person and online. Send thank you s: Always send a thank you letter to donors, panelists, presenters and anyone who assists in carrying out CPAC s mission. CPAC RELATIONSHIPS 9

11 CREATIVE WORKFORCE FELLOWSHIP The Creative Workforce Fellowship was the first program implemented that officially considered CPAC s new brand direction from an artist s initial staff interaction to the final survey. The following walks through the program, illustrating how CPAC s brand voice translates to practice and forms our audience s experience. Development of the Creative Workforce Fellowship begins where it ends. After reviewing all comments, survey responses and feedback, CPAC suggests improvements to the program. Applicant and panel experience, staff time and organization resources are all considered in this decision-making process. PUTTING IT TOGETHER Marketing Material is designed with a heavy emphasis on audiences currently underserved by the program. This includes both demographics and artistic disciplines. The intent is that an artist can immediately identify with the program and CPAC. Communications include sharing information about the program with artist service organizations and colleges to promote the Fellowship from within. In this regard, an artist s first interaction with the program is through an existing relationship. Dominant Photo Underrepresented Discipline Warm Accent Color Minimal Text She s giving local children a new creative outlet. We help make it happen. Creative Workforce Fellowship. Helping ar tists dream bigger. Rectilinear Elements Engaging & Informative Tagline PUTTING IT TOGETHER 10

12 (FELLOWSHIP CONT D) Workshops are free and held in public and easily accessed spaces, such as libraries and performance venues. They are engaging and informative and should help put applicants in a better position to succeed in their Fellowship applications. Presentations include a hypothetical bad application and Q&As with past Fellows. Staff is always available afterwards for questions. The deadline day is often a race with the clock for applicants. CPAC answers all questions and maintains an encouraging voice throughout the entire day. An open panel review allows artists to see the judging process and understand how decisions were made for the $20,000 awards. The panel reflects the diversity of the applicant pool and has expertise needed to critique submissions. Panelists are asked to offer constructive comments so applicants can learn and improve future applications. Online stream of the event, twitter feed and UStream chat afford greater access to both the process and staff. Staff remains objective yet conversational. Public announcement of the Fellows is the first time all Fellows are in a room together. It is also one of the only times CPAC Board members and Fellows meet and interact. Everyone is given the opportunity to share their excitement and appreciation for one another. Fellowship orientation is welcoming and informative. It s an opportunity to get to know the Fellows and have them meet each other. The meeting is packed with information, is well organized and engages multiple staff members to help Fellows digest material. Fellow social offers a relaxed and informal experience with other Fellows and CPAC staff. This is a get-together more than a programmed event. PUTTING IT TOGETHER Video catalogues offer Fellows and CPAC a virtual marketing tool. These can be embedded on any website. They offer a unique experience that allows viewers to more easily connect with Fellows. Surveys are sent, with the intent to accept any ideas, advice or information from applicants and panelists. Now at the end of the Fellowship process, anyone who had interacted with the Fellowship should be able to identify CPAC as approachable, credible, engaging, passionate and smart. PUTTING IT TOGETHER 11