Brand Identity Guidelineswith Brand Architecture

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The United Way brand identity is the tangible expression of all that we stand for. It embodies what we do, how we do it and why we are a beacon of trust and support throughout the communities we serve. In a very real way, members of our communities, our partners, and our investors experience the United Way brand through our deeds, as well as through the verbal and visual messages we send.

Text of Brand Identity Guidelineswith Brand Architecture

  • what matters.

    Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

  • Introduction

    1.0 Using the brand identity guidelines . . . .3

    Brandmark usage

    2.1 Our new brandmark . . . . . . . . . . . . . . . . .5

    2.2 Brandmark: Full-color . . . . . . . . . . . . . . . .6

    2.3 Brandmark: One-color . . . . . . . . . . . . . . . .7

    2.4 Brandmark: Background control . . . . . . .8

    2.5 Brandmark: Special usage . . . . . . . . . . . .9

    2.6 Brandmark: Minimum size . . . . . . . . . . .10

    2.7 Brandmark: Unacceptable uses . . . . . . .11

    2.8 Brandmark placement . . . . . . . . . . . . . . .12

    2.9 Our new brandmark with tagline . . . . . .13

    2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14

    2.11 Tagline: Flexible placement . . . . . . . . . . .15

    2.12 Tagline: Color treatments . . . . . . . . . . . .16

    2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17

    2.14 Our new brandmark and localization . . .18

    2.15 Localization: Vertical lockup . . . . . . . . . .19

    2.16 Localization: Horizontal lockup . . . . . . .20

    2.17 Localization: Flexible placement . . . . . .21

    2.18 Localization: Serving multiple areas . . .22

    2.19 Localization: Multiple affiliations . . . . . .23

    2.20 Localization: Color treatments . . . . . . . .24

    2.21 Localization: Examples . . . . . . . . . . . . . .25

    2.22 Localization and tagline together . . . . .26

    2.23 Localization and tagline: Unacceptable uses . . . . . . . . . . . . . . . . . .27

    2.24 Key to file naming . . . . . . . . . . . . . . . . . .28

    2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29

    Support elements

    3.1 Color palette . . . . . . . . . . . . . . . . . . . . . .31

    3.2 Impact graphic . . . . . . . . . . . . . . . . . . . .32

    3.3 Impact graphic: Color . . . . . . . . . . . . . . .33

    3.4 Typography . . . . . . . . . . . . . . . . . . . . . . .34

    3.5 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .35

    3.6 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

    3.7 Brandmark placement . . . . . . . . . . . . . . .37

    Sample applications

    4.1 Brand identity: System overview . . . . . .39

    4.2 Brochures: Front and back covers . . . . .40

    4.3 Brochures: Interior spreads . . . . . . . . . .41

    4.4 Newsletters . . . . . . . . . . . . . . . . . . . . . .42

    4.5 Report covers . . . . . . . . . . . . . . . . . . . . . .43

    4.6 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .44

    4.7 Print advertisements . . . . . . . . . . . . . . . .45

    4.8 Website . . . . . . . . . . . . . . . . . . . . . . . . . .46

    4.9 Exterior signage . . . . . . . . . . . . . . . . . . .47

    4.10 Interior signage . . . . . . . . . . . . . . . . . . . .48

    4.11 Video, animation and interactive . . . . . .49

    Brand architecture

    5.0 What is brand architecture? . . . . . . . . . . .51

    Brand architecture visualization

    6.1 Visual architecture: overview . . . . . . . . . .53

    6.2 Level 1: United Way masterbrand only . .54

    6.3 Level 2A: United Wayaffinity group identity . . . . . . . . . . . . . . . .55

    6.4 Examples of Level 2A . . . . . . . . . . . . . . . .56

    6.5 Level 2B: United Way product andevent identities . . . . . . . . . . . . . . . . . . . . .57

    6.6 Level 3: Partner dominant with United Way endorsement . . . . . . . . . . . . .58

    6.7 Localization of Level 3 . . . . . . . . . . . . . . .59

    6.8 Level 4: Legacy brands andcollaborative identities . . . . . . . . . . . . . .60

    6.9 Level 5: National/local partnershipsand co-sponsorships . . . . . . . . . . . . . . . .61

    Appendices

    7.1 Appendix A:2-1-1 logo guidelines . . . . . . . . . . . . . . . .63

    7.8 Appendix B: United WaySuccess By 6 logo guidelines . . . . . . . . .70

    ContentsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

    2

  • 1.0 IntroductionUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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    Using the brand identityguidelines

    The United Way brand identity is the tangible expression of all that we stand for.It embodies what we do, how we do it and why we are a beacon of trust andsupport throughout the communities we serve. In a very real way, members of ourcommunities, our partners, and our investors experience the United Waybrand through our deeds, as well as through the verbal and visual messageswe send.

    A carefully managed and well-implemented brand identity program will helpcarry our brand message to the world. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Along with the brandmark, typography, color palette and other visual elements,specific directions are included to help you manage your visualcommunication materials. By accurately implementing this brand identitysystem, you protect the equity of the United Way brand and better support itsrepositioning.

  • Brandmark usage

    4

  • Our new brandmark The most fundamental visual element of a brandidentity is its brandmark. The new United Waybrandmark signals a change for a new approachto the future while preserving the heritage ofour past.

    The evolution of our brandmark is most dramaticin its new configuration. The symbol is nowjoined together with the United Way name in a permanent, bold alliance. Its holding device is a simple rectangular shape that is unifyingand inviolable.

    The original components of our traditionalbrandmarkthe rainbow of hope, the hand of support and the person as a symbol ofhumanityhave been maintained becausethey are still effective in communicatingimportant United Way brand characteristicscaring, inspiring, trustworthy and approachable.

    The changes to these key elements are intendedto express new brand characteristicsinnovative,dynamic and results orientedcharacteristicsthat we need to help us achieve our communityimpact mission.

    2.1 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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    Brandmark

    Customizedletterforms

    Helping handsymbol

  • Brandmark: Full-colorThe full-color version of the United Way brandmarkis the primary brandmark of the identity system.It is strongly recommended that this version beused in branded applications whenever possible.

    Pantone, CMYK and RGB reproduction files of thefull-color brandmark are available for specificapplication requirements. See the artwork finderon page 2.25 for complete specifications and files.

    Note:As one of our most important assets, thebrandmark must always appear as shown on this page or in one of the color variationsdescribed in these guidelines. Never attemptto redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elementscontained in the brandmark to use separately. We must use a trademark symbol (TM) with the brandmark to ensure our legal rights areprotected. Always display the trademarksymbol (TM) in the position indicated.

    2.2 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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    The preferred brandmark is full-color.

  • Brandmark: One-colorWhen reproduction constraints prevent the useof the primary full-color United Way brandmark,use one of the alternative one-color versions.See the artwork finder on page 2.25 for completespecifications and files.

    One-color blue brandmarkThe one-color blue brandmark is to be usedwhen United Way Blue is the only available color selection. See the United Way color palette on page 3.1 for complete specifications.

    One-color black brandmarkThe one-color black brandmark is to be usedwhen black is the only available color selection.

    Note: These brandmarks should never appear on a website, four-color brochure or anyother application where a full-color brandmarkis useable.

    The one-color brandmarks may not be reproducedin any color other than United Way Blue and black.

    2.3 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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    One-color blue brandmark

    One-color black brandmark

  • Brandmark: Background controlBackground colors and graphics can easilyoverpower or compete with brandmarks. A white outline has been built into the artworkto maintain separation between the United Waybrandmark and the backgrounds where it willappear. This outline will not appear when the brandmark is staged on a white background.

    2.4 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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    The white outline helps the brandmark stand out from any kind of background.

  • Brandmark: Special usage The special usage United Way brandmarks areused when printing on colored surfaces, orscreening of inks is not possible. This may occurwhen reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, thesebrandmarks may only be used when the methodof reproduction is faxing and photocopying or the surface of the paper is a color other than white. For example, this may occur whenprinting a black & white laser print on bluepaper. When printing on white paper, the full-color or one-color brandmarks should beused at all times. See the artwork finder on page 2.25 for complete specifications