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BUILDINGBRAND LOYALTY ANDBRAND VALUEIS OUR ULTIMATEGOAL
THE SWIM ACROSS AMERICA BRAND ENHANCEMENT REPRESENTS OUR COMMITMENT TO NATIONAL GROWTH.
HOW DID THE RE-BRAND GO?
Overall Brand ComplianceWe had fantastic brand compliance for the 2013 swims following the launch of the re-brand. Thank you for your role in helping us make the new brand successful.
Goals AchievementOur goals are to:1.Gain Brand Recognition2.Add Brand Value3.Make it easier to raise money
We made great strides in achieving those goals and we will continue to make progress in 2014.
Logo Unique & innovative
Message Gripping & memorable
Creative Guidelines DocumentHow we will put it all together
LAST YEAR WE LAUNCHED A NEW BRAND
Updated Creative GuidelinesMore detail on how we put it all together
Updated TemplatesMaking your job easier
National Brand DirectorAdditional resources to ensure a strong brand
THIS YEAR YOU WILL GET…
CONTINUED GOALS OF THE RE-BRAND
Brand recognition
Brand value
Easier to raise money
“Customers must recognize that you stand for something.”
Howard Schultz, Starbucks
OUR UNIQUE MESSAGE
OUR GUIDELINES ENSURE CONSISTENCY
The Branding Guidelines Document
The Branding Guidelines document is our brand Constitution. It re-affirms who we are, what we say and what we do. It includes guidelines on:
• Color
• Font
• Logo Usage
• Naming Conventions
• Tone of Voice
• Brand Promise
• All Messaging
• Apparel
• Photography
• Illustrations
THE SAA BRAND
THE BRAND 2014
Your Committee Will Continue to Work with your Branding Director
This Branding Director (BD) will oversee everything produced on behalf of SAA to ensure that it is “on brand.” Please submit any outward facing documents, apparel etc. to your BD before it goes to print.
We will continue to Follow a Branding Guidelines Document
This document has been updated for this year and includes guidelines on almost everything from messaging on a brochure, to logo usage on a T-shirt, to URL usage on a flyer.
SAA Now Has a National Brand Director
This National Brand Director (NBD) will ensure that everything produced by each race is reflective of the SAA brand. Your branding director will work directly with the NBD.
COMMON MISTAKES TO AVOID
Logo
The Swim Across America Logo is hero and should have more prominence than other logos. Minimum size of the logo is 2” in width, but actual size of the logo should be dependent on the collateral. Logo should not be put over graphics or images.
Typography
Ensure the correct fonts are used in all documents and all copy is left justified. Akzidenz-Grotesk Ext Std. Bold should be used for Hero Copy. Headlines and sub-headlines are in Helvetica Neue Regular. Body copy is Helvetica Neue Light. Fonts are available on FTP site http://www.swimacrossamerica.org/easy
Colors
On all marketing materials, navy or white should be the main color of a piece. Secondary color is teal, only use red sparingly and for impact. Exact RGB colors are available in the SAA Brand Guidelines.
WHAT WE ALL NEED
To create anything on behalf of SAA, you will need the following:
The Logo
All versions can be downloaded from the ftp site
Our Fonts
All can be downloaded from the ftp site
Our Colors
No need to download. You already have them in your Microsoft Office
The GuidelinesThe Branding Guidelines document is available on our ftp site
Our ftp site http://docs.swimacrossamerica.org/files/
IN ORDER TOBRAND SOMETHINGPROPERLY, USE THEBRANDING GUIDELINES DOCUMENT
HERE ARE SOME TOOLS TO HELP YOU WITH FONTS AND COLORS.
HOW TO ACCESS OUR COLORS
RGB colors: RGB stands for Red, Green & Blue… Since all colors are comprised of these three colors, entering the values for Red, Green and Blue tells Microsoft Office how to make SAA’s colors.
Select “More Colors,” then click the “Custom” tab, then enter your RGB values.
YOUR RGB COLOR CHEAT SHEET
Navy Teal Red Light Blue
R 0 0 239 140
G 62 157 65 210
B 126 220 53 244
SAA’s RGB Colors
WHAT YOU SHOULD KNOW ABOUT FONTS
Swim Across America now has two unique fonts, and they are the only fonts we will use on anything going forward. These two fonts are:
AKZIDENZ - GROTESK STD – USED FOR HERO COPYHELVETICA NEUE REGULAR – USED FOR HEADLINESHelvetica Neue Lt – Used for sub-headers and body copy
Something to remember: Most people won’t have these so, if you create an editable document (in Microsoft Word, for example) and email it, the document will be gibberish to the recipient. All final documents being sent into the world must be changed into a PDFs before they are sent.
THANK YOU FOR HELPING US CONTINUE TO GROW A STONG BRAND
Please contact your Local Branding Director with any questions or, as always, the national office of Swim Across America.
[email protected] 888–SWIM-USA