View
223
Download
0
Category
Preview:
DESCRIPTION
CPAC Brand Identity Guidelines
Citation preview
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 112
BRANDGUIDELINES
Missionto strengthen and unify greater
Clevelandrsquos arts and culture
sector
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 212
ldquoA Nonprot Brand is the shared emotional
perception participants and supporters hold
in connection with the programs and services
a nonprot offers Scott Bedbury author of A
New Brand World describes a brand as lsquothe
sum of the good the bad the ugly and the off-
strategy It is dened 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
madersquordquo Creation In Common LLC
Approachablemaintains an ldquoopen-doorrdquo policy for any
individual or group that requests technical
assistance information and other services
Crediblepresents accurate relevant and timely
information and establishes mutually trusting
relationships with constituents
Engagingexcites constituents on multiple levels motivating
them to act
Passionatestrongly believes in the value of the arts and
culture community and reects this enthusiasm
in the work it produces
Smartbrings a focused intellectual rigor and a strategic
approach to the sector
I NT R OD U CT I ON
1
I N T R O D U C T I O N
ONE VOICE
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 312
2
A U DI E N CE
A U D
I E N C E
Arts amp CultureArtistsBoard MembersLeadership amp Staff
CORE AUDIENCES
Since 1997 CPAC has built the trust of the
individuals it serves through its high-qualityofferings and strategic direction To better
communicate these services to the above
audiences CPAC is redening the language
it uses and the design of its public materials
This includes these branding suggestions as
well as implementing plain language in all newdocuments Staff is encouraged to interpret the
brand voice as it best relates to each audience
For example how we engage elected ofcials
may be very different from engaging an arts and
culture staff member More information about
how CPAC implements plain language in itsmaterial can be found in the Style Guidelines
ldquoThe first rule o plain language is writeor your audience Use language youraudience knows and eels comortablewith Take your audiencersquos currentlevel o knowledge into accountrdquo -plainlanguagegov
PhilanthropicCEOsProgram OfficersCommunity
Relations Staff
PublicElected OfficialsAppointed Officials
Arts and CultureStaff
Voluntary(As needed amp whereappropriate)
CEOsProgram Directors
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 412
3
T Y P E F A CE
T Y P E F A C E
Aa
Aa
Aa
Aa
Aa
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
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
Avant Garde (Book)A B C D E F G H I J K L M NO P Q R S T U V W X Y Z
a b c d e g h i j k l m no p q r s t u v w x y z
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
Petita (Creative Workforce Fellowship)
A B C D E F G H I J K L M NO 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
WC ROUGHTRAD (Artists inResidence) A B C D E F G H I J K L M NO 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
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
TYPEFACECPAC uses sans serif fonts The following are
some fonts wersquove used to date Yoursquoll note
these are not the only fonts available to usebut 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 t the design
of the publication More specic information
about how to use these typefaces is available in
CPACrsquos Style Guidelines (Note that Petita and
WC Roughtrad are available on shared drive in
Communications gt specialty fonts)
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 512
L O G O
4
L O G O
CPAC Logo Reverse
CPAC Logo Black
CPAC Logo
CPAC Logo Blue
LOGO
Bottom of 85rdquo x 11rdquo research back cover
7rdquox 5rdquo postcard
CPACrsquos logo should be small enough not todominate the page but large to ensure the name of
the organization is legible
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 212
ldquoA Nonprot Brand is the shared emotional
perception participants and supporters hold
in connection with the programs and services
a nonprot offers Scott Bedbury author of A
New Brand World describes a brand as lsquothe
sum of the good the bad the ugly and the off-
strategy It is dened 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
madersquordquo Creation In Common LLC
Approachablemaintains an ldquoopen-doorrdquo policy for any
individual or group that requests technical
assistance information and other services
Crediblepresents accurate relevant and timely
information and establishes mutually trusting
relationships with constituents
Engagingexcites constituents on multiple levels motivating
them to act
Passionatestrongly believes in the value of the arts and
culture community and reects this enthusiasm
in the work it produces
Smartbrings a focused intellectual rigor and a strategic
approach to the sector
I NT R OD U CT I ON
1
I N T R O D U C T I O N
ONE VOICE
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 312
2
A U DI E N CE
A U D
I E N C E
Arts amp CultureArtistsBoard MembersLeadership amp Staff
CORE AUDIENCES
Since 1997 CPAC has built the trust of the
individuals it serves through its high-qualityofferings and strategic direction To better
communicate these services to the above
audiences CPAC is redening the language
it uses and the design of its public materials
This includes these branding suggestions as
well as implementing plain language in all newdocuments Staff is encouraged to interpret the
brand voice as it best relates to each audience
For example how we engage elected ofcials
may be very different from engaging an arts and
culture staff member More information about
how CPAC implements plain language in itsmaterial can be found in the Style Guidelines
ldquoThe first rule o plain language is writeor your audience Use language youraudience knows and eels comortablewith Take your audiencersquos currentlevel o knowledge into accountrdquo -plainlanguagegov
PhilanthropicCEOsProgram OfficersCommunity
Relations Staff
PublicElected OfficialsAppointed Officials
Arts and CultureStaff
Voluntary(As needed amp whereappropriate)
CEOsProgram Directors
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 412
3
T Y P E F A CE
T Y P E F A C E
Aa
Aa
Aa
Aa
Aa
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
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
Avant Garde (Book)A B C D E F G H I J K L M NO P Q R S T U V W X Y Z
a b c d e g h i j k l m no p q r s t u v w x y z
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
Petita (Creative Workforce Fellowship)
A B C D E F G H I J K L M NO 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
WC ROUGHTRAD (Artists inResidence) A B C D E F G H I J K L M NO 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
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
TYPEFACECPAC uses sans serif fonts The following are
some fonts wersquove used to date Yoursquoll note
these are not the only fonts available to usebut 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 t the design
of the publication More specic information
about how to use these typefaces is available in
CPACrsquos Style Guidelines (Note that Petita and
WC Roughtrad are available on shared drive in
Communications gt specialty fonts)
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 512
L O G O
4
L O G O
CPAC Logo Reverse
CPAC Logo Black
CPAC Logo
CPAC Logo Blue
LOGO
Bottom of 85rdquo x 11rdquo research back cover
7rdquox 5rdquo postcard
CPACrsquos logo should be small enough not todominate the page but large to ensure the name of
the organization is legible
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 312
2
A U DI E N CE
A U D
I E N C E
Arts amp CultureArtistsBoard MembersLeadership amp Staff
CORE AUDIENCES
Since 1997 CPAC has built the trust of the
individuals it serves through its high-qualityofferings and strategic direction To better
communicate these services to the above
audiences CPAC is redening the language
it uses and the design of its public materials
This includes these branding suggestions as
well as implementing plain language in all newdocuments Staff is encouraged to interpret the
brand voice as it best relates to each audience
For example how we engage elected ofcials
may be very different from engaging an arts and
culture staff member More information about
how CPAC implements plain language in itsmaterial can be found in the Style Guidelines
ldquoThe first rule o plain language is writeor your audience Use language youraudience knows and eels comortablewith Take your audiencersquos currentlevel o knowledge into accountrdquo -plainlanguagegov
PhilanthropicCEOsProgram OfficersCommunity
Relations Staff
PublicElected OfficialsAppointed Officials
Arts and CultureStaff
Voluntary(As needed amp whereappropriate)
CEOsProgram Directors
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 412
3
T Y P E F A CE
T Y P E F A C E
Aa
Aa
Aa
Aa
Aa
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
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
Avant Garde (Book)A B C D E F G H I J K L M NO P Q R S T U V W X Y Z
a b c d e g h i j k l m no p q r s t u v w x y z
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
Petita (Creative Workforce Fellowship)
A B C D E F G H I J K L M NO 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
WC ROUGHTRAD (Artists inResidence) A B C D E F G H I J K L M NO 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
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
TYPEFACECPAC uses sans serif fonts The following are
some fonts wersquove used to date Yoursquoll note
these are not the only fonts available to usebut 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 t the design
of the publication More specic information
about how to use these typefaces is available in
CPACrsquos Style Guidelines (Note that Petita and
WC Roughtrad are available on shared drive in
Communications gt specialty fonts)
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 512
L O G O
4
L O G O
CPAC Logo Reverse
CPAC Logo Black
CPAC Logo
CPAC Logo Blue
LOGO
Bottom of 85rdquo x 11rdquo research back cover
7rdquox 5rdquo postcard
CPACrsquos logo should be small enough not todominate the page but large to ensure the name of
the organization is legible
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 412
3
T Y P E F A CE
T Y P E F A C E
Aa
Aa
Aa
Aa
Aa
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
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
Avant Garde (Book)A B C D E F G H I J K L M NO P Q R S T U V W X Y Z
a b c d e g h i j k l m no p q r s t u v w x y z
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
Petita (Creative Workforce Fellowship)
A B C D E F G H I J K L M NO 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
WC ROUGHTRAD (Artists inResidence) A B C D E F G H I J K L M NO 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
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 5
6 7 8 9 0
1 2 3 4 56 7 8 9 0
TYPEFACECPAC uses sans serif fonts The following are
some fonts wersquove used to date Yoursquoll note
these are not the only fonts available to usebut 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 t the design
of the publication More specic information
about how to use these typefaces is available in
CPACrsquos Style Guidelines (Note that Petita and
WC Roughtrad are available on shared drive in
Communications gt specialty fonts)
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 512
L O G O
4
L O G O
CPAC Logo Reverse
CPAC Logo Black
CPAC Logo
CPAC Logo Blue
LOGO
Bottom of 85rdquo x 11rdquo research back cover
7rdquox 5rdquo postcard
CPACrsquos logo should be small enough not todominate the page but large to ensure the name of
the organization is legible
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 512
L O G O
4
L O G O
CPAC Logo Reverse
CPAC Logo Black
CPAC Logo
CPAC Logo Blue
LOGO
Bottom of 85rdquo x 11rdquo research back cover
7rdquox 5rdquo postcard
CPACrsquos logo should be small enough not todominate the page but large to ensure the name of
the organization is legible
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 612
5
C
O L O R
C OL OR 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
The Artist as an
Entrepreneur
Institute
R20 G38 B77C100 M89 Y39 K40
Audience Matters
R89 G195 B193C60 M0 Y28 K0
From Rust Belt to
Artist Belt
R21 G176 B232C70 M11 Y0 K0
Artists in
Residence
R153 G51 B255C61 M77 Y0 K0
Culture ADD
R114 G18 B64C41 M100 Y51 K36
Creative
Workforce
Fellowship
R221 G224 B232C6 M4 Y0 K6
Audience Matters
R238 G79 B75C1 M84 Y71 K0
From Rust Belt to
Artist Belt
R238 G68 B35C0 M89 Y100 K0
From Rust Belt to
Artist Belt
R180 G34 B140C30 M99 Y2 K0
From Rust Belt to
Artist Belt
R247 G129 B33C0 M61 Y99 K0
NEO Arts and
Culture Plan
Assessment
R117 G93 B66
C45 M55 Y75 K29
NEO Arts and
Culture Plan
Assessment
R83 G48 B26C44 M71 Y86 K57
Fellowship
From Rust Belt to
Artist Belt
R251 G173 B24C0 M36 Y99 K0
NEO Arts and
Culture Plan
Assessment
R213 G159 B15C17 M37 Y100 K1
CPAC
R80 G85 B71C63 M51 Y67 K36
COLORCPACrsquos color palette is warm fresh smart
and modern These colors are designed to be
used strategically as needed not all at onceOften CPAC uses neutral tones as a base for
design with a vibrant accent color
CPAC
R0 G106 B104C89 M40 Y56 K20
CPAC
R249 G184 B18C2 M30 Y100 K0
CPAC
R215 G120 B54C13 M62 Y92 K1
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 712
6
I M
A G E S
I MA GE S
Arts and Culture CPAC uses images of the local
arts and culture community as often as possibleCPAC uses stock photography when either the
desired photo doesnrsquot exist in our library or if we
have to remain unbiased toward local artists or
organizations (eg Creative Workforce Fellowship
materials) Stock photography should convey the
vibrancy of the sector and the importance of artsand culture
Attention to diversity
bull Age
bull Artistic Discipline
bull Community or Neighborhoodbull Ethnicity
bull Gender
bull Small medium and large organizations
Emphasis on Artists and People Through
imagery of the people who make up the sectorCPAC is able to further showcase how important
these individuals are in advancing greater
Cleveland
Local Photography CPAC owns the
photographs to the images in ldquoCPAC Photosrdquo inthe 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 asneeded CPAC holds an account with
iStockPhotocom Read the license agreement
before use particularly for the number of copies
produced CPAC as purchased images in ldquoStock
Imagesrdquo in the Communications folder on the
shared hard drive
IMAGES
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 812
7
D E S I G N E L E
M E N T S
DE S I G
NE L E ME NT S
A RECTILINEAR APPROACH
CPAC uses linear elements to help
structure content and maintain a clean
look on the page This may have atendency 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 eliminateclutter
The linear format helps maintain CPACrsquos
identity as it relates to its partners and
other local afliates 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 semi-
transparent boxes when displaying text
over an image to improve readability (see
cover) This usually should not be used forlarge bodies of text
DESIGN ELEMENTS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 912
8
P R E S E N T A T
I O N S
P R E S E NT AT I ON S
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 ofhow the arts and culture sector is playing a role in
strengthening greater Cleveland and how CPAC
helps that happen
If you use a PowerPoint reference slideology 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-specic
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 Bepassionate Be smart
ldquoThough time is ofen onersquos mostvaluable resource therersquos no wayto avoid spending it i you want apowerul and persuasive speechrdquo- Nancy Duarte slideology
PRESENTATIONS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1012
9
C P
A C
R E L A T I O N
S H I P S
CP A C
R E L
AT I ON S H I P S
As an intermediary both for people withinthe sector and in connection with other
local industries CPAC carefully maintains its
relationships A few key people of note are
bull Participants in Programs or Services
bull Licenseesbull Funders
bull Public Ofcials
bull Media
bull Partner Organizations
bull 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 email CPAC responds to
every question request email and voicemail 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 CPACrsquos overall strategy Be consistent
in sharing information that is both accessible andrelevant
Be professional This does not necessarily mean a
need to be formal Understand the situation Donrsquot
lose your personal identity but be aware of when
you are representing CPAC both in person andonline
Send thank yoursquos Always send a thank you letter
to donors panelists presenters and anyone who
assists in carrying out CPACrsquos mission
CPAC RELATIONSHIPS
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1112
Shersquos giving local children a
new creative outlet We help make it happen
Creative Workforce Fellowship
Helping ar tists dream bigger
10
P U T T I N G I
T T O G
E T H E R
P U T T I N G I T T
O GE T H E R
RectilinearElements
MinimalText
Warm
AccentColor
UnderrepresentedDiscipline
DominantPhoto
Engaging ampInormative
Tagline
CREATIVE WORKFORCE
FELLOWSHIP
The Creative Workforce Fellowship was the rst
program implemented that ofcially considered
CPACrsquos new brand direction from an artistrsquos initialstaff interaction to the nal survey The following
walks through the program illustrating how CPACrsquos
brand voice translates to practice and forms our
audiencersquos experience
Development of the Creative WorkforceFellowship 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
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 artistrsquos rst interaction
with the program is through an existing relationship
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
7182019 CPAC Brand Guidelines
httpslidepdfcomreaderfullcpac-brand-guidelines 1212
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 QampAs 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 weremade for the $20000 awards The panel reects
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 therst 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 Itrsquos 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
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 idenfy CPAC as approachable credible
engaging passionate and smart
11
P U T
T I N G I
T T O G E T H E R
P U T T I N G I T T O GE T H E R
983080FELLOWSHIP CONTrsquoD983081
Recommended