Camp Quality USA, Inc. Style Guide

Transcription

1 USA, Inc. Style Guide 1

2 Overview It s vital that all USA, Inc. ( ) communications be created with an understanding of our brand including proper use of design, imagery, type, logo and the right voice. Whether you re producing sophisticated print collateral for external use, a simple internal message, a newsletter to donors or any other kind of communication, the Style Guide provides tips and guidance to help all of us achieve a consistent brand image. 2

3 Table of Contents Anatomy of our Brand... What does our brand stand for?.. Logos.. Slogan Direct Mail. Promotional/Apparel.... Use of Sponsor Logos.... Web sites.. Other Communications Slick Sheet Purpose of style guide: Keeping a consistent image across all camps and nationally shows people that we believe in who we are as one organization. This helps a brand become recognized and distinctive, regardless of how crowded the not-for-profit marketplace may be. A strong, consistent brand is a strategic advantage. Please use this style guide to help us project a consistent brand image. 3

4 Anatomy of the Brand What is a brand? A brand comprises three fundamental elements: positioning, personality, and attributes. Collectively referred to as a brand proposition, these components combine to form a distinct and lasting impression in the minds of current and prospective donors, COCs, media, campers, companions and the general public. By becoming familiar with the three components of the brand, you will gain a better understanding of the persona we want to project in the marketplace and the implicit promise is making about our organization. Brand Positioning Companies use brand positioning to set themselves apart from the competition and explicitly or implicitly describe the value they offer. It s what they stand for in the minds of customers and prospects. Positioning is the case that s made to clearly establish relevance and superiority versus the competition. As such, it is the basis for differentiation. s brand positioning today revolves around the concept of letting kids with cancer be kids again; one-to-one companion:camper ratio; year-round support programs. Brand Personality Brand personality is the human face that organizations strive to present to the marketplace. It is most readily expressed through the look and feel of communications. Brand Attributes Brand attributes help a company define what it stands for. Like brand positioning, these attributes help a company set itself apart from the competition. Attributes include: quality programs; safe environment; smiles, fun, and laughter. 4

5 What does our brand stand for? What does the logo represent? Will it communicate a message about letting kids with cancer be kids again? The logo represents a child with arms reaching toward the stars. There is dual messaging throughout the logo: a child at camp seeing the stars in the sky, a child reaching toward the stars as they dream of the future, and also, if looked at from a different perspective, a smiling face. This logo represents feelings of happiness, being uplifted, and hope. The primary colors of the logo are red and blue. These colors are primary colors, which are fun and vibrant to kids (some of their favorite colors). The colors also represent a tie to the colors that embraced during its inception into the USA. 5

6 Preserving the Integrity of the Brand Prior to the creation of s current brand logo and identity, our organization did not have a unified look and feel. Without any guidelines in place, each camp used the resources available to them to create their own materials, visuals and descriptions of. Without a cohesive look and message, we were sometimes sending mixed signals, which made it difficult for audiences to fully absorb our nationwide reach and to clearly understand our mission and the impact brings to the lives of pediatric cancer patients and their families. Fast forward to today, and our brand identity includes not only our name and logo, but our typeface, a color palette and a tag line that are unique to our organization. All of these elements work together to help our audiences form a positive connection with. Through the consistency in our visual identity and messaging, we are building brand recognition. Our audiences are making the connection between our brand and what we represent. It is important that we continue to protect the integrity of our look and feel, and not confuse our audiences by changing any part of our visual identity USA, Inc. All rights reserved. 6

7 Logos There are two logos that are approved for us for use: Standard logo Promotional logo The Pantone colors are: Pantone 661C Blue Pantone 1797C Red Font: "Blur Note: If the specific Pantone color is not available on promotional items, the closest possible substitution should be selected. Pantone designations are only used for spot-color processing. The following RGB values can be substituted in onscreen/electronic communications or in Word documents Red: 204, 41, 43; Blue: 8, 51, 143 7

8 Logos Black and White versions of the logo can be used as well. Standard logo Promotional logo Note: When printing the logo over a dark colored or solid background, using the reverse (or all white) logo is also acceptable. This provides sufficient contrast, helping our logo stand out. 8

9 Standard Logo The standard logo is to be used on all print material, such as: Newsletters Letterhead Envelopes Fax sheets Business Cards Post-it Notes Media kits Flyers Brochures Log books/annual reports Folders (such as media folders) Mailing labels Posters Etc. This logo is also used on the web site. The standard logo should be used for all paper-based print or electronic communications. 9

10 Promotional Logo The promotional logo was designed to keep the image of intact for use when screen printing, engraving, embossing and embroidering, as these processes can not have as much detail in the logo elements. Items that should use the promotional logo include: Shirts Sweatshirts Hats/Visors Bandanas Banners Pins Pens Frisbees Balls Stuffed Animals AM/FM giveaway portable radios Etc. The promotional logo should be reserved for use on promotional items that are not printed on paper or distributed electronically. This logo should NOT be used in print/collateral material. 10

11 General Guidelines on Logo Positioning. To maximize the impact of the logo, it should always appear prominently on communications and promotional items. Generally, the logo should be dominant when branding. The logo can be used with or without a camp name. The logo can be used with or without the slogan. The logo CANNOT be used without the USA identifier If you choose to put the camp name or slogan with the logo, please note the following guidelines: The camp name should be centered or right justified below the logo. It must not exceed the point size of the verbiage on the logo. The font of the Name should be in Blur. Font files for Mac and Windows computers can be found on the SharePoint site. The color of the camp name should be in blue, red or, when using the black or white reverse logo, black or white. When using red or blue, the same Pantone versions of these colors that are used in the logo must be used. If both the camp name and slogan are used, the camp name should be the first text under the logo, with the tagline immediately underneath or to the right side of it. 11

12 General Guidelines on Logo Positioning Do not crop or alter the logo in any way other than size. This includes outlining the logo in black, white or other colors; adding drop shadows or colors behind the logo; or changing the colors used in the logo (e.g., the colors of the stars). When sizing the logo, take care to ensure its overall proportions remain the same and that the final image is not distorted. In addition to weakening the overall power of the brand, altering the logo in any way puts s trademark rights at risk. Note: If vendors are responsible for creating artwork for your logo items, be certain they don t take any liberties in adjusting font, coloring or wording/star placement. 12

13 Slogan/Tag Line The approved Slogan/Tagline is: Letting Kids With Cancer Be Kids Again. Slogan/Tag Line Use: This tag line can be used is marketing and communicating what is. A tag line is meant to support the goals and mission of the organization. The USA name can only do so much. By nature a logo must not be too descriptive so that you are not restricted in the future. Our name is a verbal "shorthand" for our organization's brand promise. The logo alone is not enough to position the organization. That is left to all your other positioning work, such as the use of a slogan/tagline. The Slogan embodies : Portrays the true essence of what our programs enable kids to be - kids Supports our brand by focusing on children with cancer and the outcome of letting them be kids Provides an emotional attachment to the organization No other slogan/tag lines should be used as a branding identifier. 13

14 Direct Mail/Newsletters Direct mail is a highly targeted brand communication that can be tailored to promote to campers, donors, companions, and potential donors. Through effective use of direct mail, you can reinforce the brand by demonstrating how our programs provide lasting memories and benefits to children with cancer and their families. Whether executed in print or electronic format, the direct mail piece should be created around a compelling concept one that instills a sense of urgency in the reader and evokes an immediate response. The messaging should be tightly constructed around three key elements: Offer: what do we want to communicate to our target audience Supporting evidence: clear explanation on and how we add value Call to action: Request for target audience to execute a clear action (e.g., donate, volunteer for COC, be a companion, attend a camp as a camper, etc.) The concept should unite copy and design in a way that shows how is positively impacting the lives of children with cancer and their families All direct mail should use the standard logo. All HTML s (like those created in Constant Contact) should include the logo, along with the slogan, web address, phone number and mailing address. (Note: regulations (CAN-SPAM laws) require inclusion of the mailing address, as well as an unsubscribe link or instructions on how to unsubscribe in every newsletter.) templates should mirror the look/feel of the website. There are instructions available on the SharePoint site for how to do this. We have not provided technical guidelines, for all direct mail pieces, since each one is unique. Please contact the PR committee if you would like further guidance. NOTE: The success of any direct mailing depends on a quality mailing list and the ability to reach the intended audience on a timely basis. Consideration should be given to personalizing each piece and customizing content according to addressee profile information. (Print vendors can support this through digital capabilities.) 14

15 Promotional/Apparel Whether you re managing a local sponsorship event or fundraising event, branded apparel and promotional items can be an important components of your overall branding efforts. These items should always be tasteful and appropriate, based on the nature of the event or professional relationship. In every case they should convey a sense of quality. Logo Usage: The promotional logo should be used on all promotional/apparel items. Select types of materials and processes inherent in the production of apparel items may prevent reproduction of the approved logos based on color. If you want to use the logo on a red or blue item, based on our colors, you should use the black and white version of the promotional logo. It is acceptable to use the color logo on all other color shirts. Apparel: It is acceptable to place the logo on the front of T-shirts, polo s, sweatshirts, jackets, etc. The Logo can be placed on the back of the shirts as well. It is permissible to use the logo on the sleeve of the shirt. Caps/Hats/Visors: The logo should appear on the front portion of the hat. It is permissible to have the logo on the back as well. It is also permissible to put the slogan/tag line on the hat (side or back). Slogan Usage: The slogan can be used on promotional items, with or without the logo. If used without the logo, you need to also include the Name. USA: Letting Kids with Cancer Be Kids Again 15

16 Use of Sponsor Logos understands the importance of fundraising and securing sponsors to help us provide the best services to our campers during their activities with the organization. Logo Usage: When using this logo with other logos (e.g. allowing sponsor to have their logo on a shirt at camp), the logo should be the dominant logo. should be the only logo on the front of the shirt (we should not let sponsors put their logos on the front). For hats, the sponsor logo would need to be on the back of the hat, where the front is reserved for the logo. Sponsor logos may be put on posters to display during activities they are supporting. Sponsor logos can not be on the main banner without written permission from the CEO. Please note: This does not include donated items for kids to wear at camps (I.e. a store donates Nike hats, NASCAR donates shirts, etc.). The above guidelines are if the item has the logo on it. Partner Logo Usage: Occasionally, camps may partner with other like-minded, nonprofit organizations in the co-sponsorship of an event. In this instance, the and the co-sponsor logos can be treated with equal weight on communications or promotional materials, though no logo or other tagline should ever be merged with those of. 16

17 Web Site/Online Communications Our website is one of our most vital communications tools and may often be the first place that we introduce our organization to potential campers, volunteers and donors. For this reason, all camps are required to maintain a website under the domain name ( and linked from the USA site. Website Guidelines: Individual camp sites should mirror the general look and feel of this site. Primary navigation links on the National Site are: s, About Us, Events, Get Involved, Donate, and Contact Us. (These are the navigation links that go across the top of the homepage.) While camps cannot add or delete primary navigation buttons, individual camp sites may adjust the secondary navigation buttons (up to five may be included down the right column of the homepage) and personalize their sites with additional content (photos, scrapbooks, video, etc.) Primary navigation buttons for camps are: About Our, Get Involved, Ways to Give, Stories and Pictures, and Contact Us.) Social Media Guidelines: s are further encouraged to engage current and potential audiences through the use of social media sites (e.g., FaceBook, Twitter, YouTube or Picasa) if resources exist to maintain them. Please follow all applicable branding guidelines, particularly regarding logo and slogan/tagline use. On these sites as well. 17

18 Other Communications General Guidelines on Logo Position To maximize the impact of the logo, it should always appear prominently on communications and promotional items Logo Usage: Letterhead/Fax Cover Pages: The logo should appear in the top left-hand corner of all communication materials. An area of clear space must be maintained around the logo. Press Release/Media Alert: The logo should appear in the top right-hand corner of these communication materials (distinguish them away from letterhead/fax). PowerPoint, slides: The logo should appear in the bottom right corner of the slide (does not include the title slide. For logo positioning on the cover slide, please use best judgment. Logo must appear on the title slide.) Advertising: We would like the logo positioned in the bottom right corner. With advertising we also suggest you include a contact name, phone number, web site link and slogan. 18

19 Logo Sheet Color specifications Blue: Pantone 661C Red: Pantone 1797C Font: "Blur Please do not crop or alter the logo in any way other than size. Logos are also available in digital format. Please contact Patty Harris at Phone (330)

20 Logo Sheet B/W specifications Font: "Blur Please do not crop or alter the logo in any way other than size. Logos are also available in digital format. Please contact Patty Harris at Phone (330)

21 Logo Sheet Color specifications Blue: Pantone 661C Red: Pantone 1797C Font: "Blur Please do not crop or alter the logo in any way other than size. Logos are also available in digital format. Please contact Patty Harris at Phone (330) USATM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM

22 Logo Sheet Color specifications Blue: Pantone 661C Red: Pantone 1797C Font: "Blur Please do not crop or alter the logo in any way other than size. Logos are also available in digital format. Please contact Patty Harris at Phone (330) USATM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM USA, Inc.TM