Identity and Brand Standards Manual

Transcription

1 Women Helping WomenMen2Work Identity and Brand Standards Manual Revised October 2013

2 Introduction This manual is an essential tool for brand stewardship at WHW and has been designed to ensure that the WHW (Women Helping Women/Men2Work) 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, corporate partners, agency partners and other community partners, consistent application of our brand is Introduction our identity and brand image, we help shape the future of our organization. Building a strong non-profit brand means paying close attention to the experiences we create for our clients, partners and the community. To be successful, we must all learn how 1

3 Table of Contents Brand Components Table of Contents Communications Signage 2

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 comprehensive employment support services to empower disadvantaged men, women and teens to achieve economic self sufficiency through employment success. Vision Every client achieving long term economic self sufficiency through employment success. WHW is the premiere comprehensive employment assistance resource in our community. Values and Beliefs We That the organization and all individuals within the organization will act with integrity. All disadvantaged job seekers deserve equal opportunity in the job market. All disadvantaged job seekers deserve access to knowledge, skills and resources to get and keep a job. That we can provide access to personalized, individual service with compassion at no cost or obligation. Meaningful employment can provide a sense of worth. In respecting the dignity and privacy of all clients. WHW believes that all men, women and teens, with the right kinds of support and education can become economically self sufficient for a lifetime, and set a wonderful example for future generations by breaking the cycle of poverty. 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 Today WHW (Women Helping Women/Men2Work) provides comprehensive employment support services for all disadvantaged men, women and teens, empowering them to achieve economic self sufficiency through employment success. What started as two survivors collecting clothes in their trunk for women in various shelters has turned into a full array of workforce development services to support low-income job seekers in their journey to break the cycle of poverty and make a positive impact on generations to come. Who We Serve WHW serves those who are disadvantaged in numerous ways including those coming out of traumatic situations, economically disadvantaged and unemployed due to abuse, incarceration, disability, lack of job search skills, limited access to resources, as a result of economic downturns and overcoming other barriers to self sufficiency. 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 WHW is the only organization in Orange County to provide these employment support services at no cost or obligation. WHW provides private transportation for clients to and from the Santa Ana client service center and interviews and can provide trips to work for the first 30 days of employment. WHW is CARF accredited (Council on Accreditation for Rehabilitation Facilities). CARF s Aspire to Excellence standards are practiced in all WHW programs. Through on-site hiring events, WHW brings employers to qualified job seekers. WHW defines success in terms of retention; 86% of our clients are still employed 90 days after hire. 89 cents of every dollar at WHW goes directly to programs and services. 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 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 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 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. 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 Disignjet Z6100-series Printers Printing services that provide proficiency in color control are preferred Brand Components 11

13 Approved Color Combinations Color Combinations do not exclude the use of the WHW logo. Signage Establish a professional exterior image on buildings and vehicles WHW Online Presence Color Combination for Website, Social Media, Signature Brand Components WHW Marketing Materials Color Combination for Brochures, Flyers, Marketing, Business Cards, Letterhead, Envelopes, Power Point Presentations, Van Decals 12

14 Club 259 Marketing Color combination for Brochures, Flyers, Marketing, Posters, Power Point Presentations Club 259 Logo Client Services/Employment Readiness Color Combination for Workshop Materials, Power Point Presentations, Communication, Workshop Flyers, Agency Marketing, Flyers Brand Components 13

15 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 14

16 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 15

17 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 16

18 Stationery Letterhead WHW logo is located at the top of the sheet in yellow and orange colors is printed inside at the bottom of the page within the blue arch, printed above. (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

19 Business Card Logo is rotated vertically and placed at the edge of the left-hand side of the card. Mission is on the back of the card. Business cards should always include: Name and Title Contact information Website Address Site Address Myriad pro, regular Title is Myriad pro, condensed 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

20 Name Badge The WHW name badge is to be worn by all employees, 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

21 PowerPoint Presentations This PowerPoint template is used for internal and external presentations. Each slide should include: WHW logo on top right corner Full WHW name located center bottom Website address Communications This PowerPoint template is used for client workshops. Each slide should include: WHW logo on the bottom righthand corner Full WHW name located center bottom. Women Helping Women Men2Work Preferred font is Myriad pro, regular. 20

22 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. Donation Guidelines - Front Donation Guidelines - Back Communications Club 259- Front Club 259- Back 21

23 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

24 Signature Components of the signature are: Name and title Site address Phone number Address WHW website 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. Two examples are below. Communications 23

25 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 Communications 24

26 Press Releases 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 any photographs included. Communications 25

27 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. 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 should be approved by Marketing prior to production. Communications 26

28 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

29 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

30 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 Communications 29

31 Questions and Clarifications If you have any questions or need clarifications regarding the use of the WHW (Women Helping Women/Men2Work) identity or brand that is or is not addressed within this document, contact the VP of Marketing and Communications at x304. Questions 30