STYLE GUIDE - Destination Imaginationdownloads.destinationimagination.org/downloads/DI_Brand_Guide_7.… · ©2012 Destination Imagination, Inc. / 7.19.12 Style Guide 9 STaNdard dEfiNiTiONS

STYLE GUIDE

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Style Guide Destination Imagination, Inc. 1111 S. Union Ave Cherry Hill, NJ 08002

Destination Imagination, Inc. is a 501(c)(3) Nonprofit Education Organization.

Copyright ©2012 by Destination Imagination, Inc. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in data base or retrieval system, without prior written permission of the publisher.

©2012 Destination Imagination, Inc. / 7.19.12 Style Guide 3

Mission and Vision . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Mission Statement. . . . . . . . . . . . . . . . . . . . . . . . . . 8Vision Statement. . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Standard Definitions . . . . . . . . . . . . . . . . . . . . . . . . 9

Destination Imagination, Inc. . . . . . . . . . . . . . . . . 9Destination Imagination Tournament . . . . . . . . . . 9Elevator Speeches . . . . . . . . . . . . . . . . . . . . . . . . . . 9Challenge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Numbers and Figures . . . . . . . . . . . . . . . . . . . . . . . 10

Rules of Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Destination Imagination or DI? . . . . . . . . . . . . . 11Destination Imagination, Inc. . . . . . . . . . . . . . . . 11Destination Imagination, Inc. Programs . . . . . . . 12Organizational Web Site . . . . . . . . . . . . . . . . . . . . 12www.ShopDI.org . . . . . . . . . . . . . . . . . . . . . . . . . 12Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12“Team” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13“Volunteer” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Team Manager . . . . . . . . . . . . . . . . . . . . . . . . . . . 13“Interference” . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Regional and Affiliate . . . . . . . . . . . . . . . . . . . . . . 14Competition Levels. . . . . . . . . . . . . . . . . . . . . . . . 14The Creative Process . . . . . . . . . . . . . . . . . . . . . . 15Season . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Team Number. . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Destination Imagination Global Finals . . . . . . . . 16

Visual Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

About Our Logo. . . . . . . . . . . . . . . . . . . . . . . . . . 18Logos for Print . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Logos for Screen Printing . . . . . . . . . . . . . . . . . . 20Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Our Typography . . . . . . . . . . . . . . . . . . . . . . . . . 24Our Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . 25Affiliate Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

CONTENTSThis book is the official resource for guiding organizational communications with external and internal audiences.

STYLE GUIDE

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Dear Reader,Welcome to the Destination Imagination Style Guide, our official guiding resource for communicating with external and internal audiences. We hope this will be a valuable resource as you support this wonderful organization.

Our Style Guide was created to alert you to copyright and trademark issues and to establish the foundation of our brand identity. By adhering to the guidelines presented within these pages, you will help our organization develop and grow the Destination Imagination, Inc. brand. With our organization working in unison—with a singular voice and streamlined visual identity—we will be better positioned to grow Destination Imagination, Inc. into a household name.

The Style Guide focuses mainly on Destination Imagination, Inc. trade dress. For matters of grammar, we recommend The Gregg Reference Manual: A Manual of Style, Grammar, Usage, and Formatting, Tenth Edition by William A. Sabin, published by McGraw-Hill/Irwin. For matters of style, please adhere to the most recent edition of The Associated Press Stylebook and Briefing on Media Law.

If you have any questions about this resource or about Destination Imagination, Inc. branding in general, please send an e-mail to [email protected].

Thank you for all that you do for Destination Imagination, Inc.

Sincerely, Chuck Cadle

Chief Executive Officer

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LANGUAGE

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MiSSiON aNd ViSiONWe recognize that Affiliates may have different mission and vision statements. These statements are the official mission and vision statements for Destination Imagination, Inc.

Mission StatementOur Board of Trustees has crafted a mission statement to define the organization’s purpose and primary objectives. The mission statement should not appear in most external communications; it should be used only when specifically requested, as in documents such as grant applications. Our mission statement is our internal definition of our overarching business goal:

Mission To develop opportunities that inspire the global community of learners to utilize diverse approaches in applying 21st Century Skills and creativity.

The Destination Imagination program encourages teams of learners to have fun, take risks, focus, and frame challenges while incorporating STEM (science, technology, engineering, and mathematics), the arts, and service learning. Our participants learn patience, flexibility, persistence, ethics, respect for others and their ideas, and the collaborative problem solving process. Teams may showcase their solutions at a tournament.

Vision StatementA vision statement is designed to guide the organization and present our values to external audiences. It presents a portrait of who we are, what we represent, and who we want to be. Here is our vision:

Vision To be the global leader in teaching the creative process on the journey from imagination to application.


STaNdard dEfiNiTiONSThese definitions are for common use. Using these definitions regularly, and exactly as worded, will help strengthen our brand recognition. Imagine a hundred people all shouting something different. Now imagine that same group of people shouting the same thing. If we are consistent, and we all use the same language, it will resonate with audiences.

Destination Imagination, Inc .“Destination Imagination, Inc. is a 501(c)(3) non-profit organization that creates programs to teach the creative process. The organization has more than 1.5 million alumni around the world and more than 38,000 volunteers.”

Destination Imagination Tournament“Destination Imagination is an educational program where student teams solve open-ended Challenges and can present their solutions at tournaments.”

Elevator SpeechesAn elevator speech is designed for verbal use, mainly as a brief, casual response to an interested party. For our advocates, we offer these answers to the question: “What is Destination Imagination?” Please note the difference between Destination Imagination, Inc. (i.e., the 501(c)(3) non-profit) and the Destination Imagination program (i.e., the tournament).

Destination Imagination, Inc . � Destination Imagination, Inc. is a non-profit that helps students around the world discover their creativity.

� We create programs that teach the creative process, so children can solve problems in astonishing ways.

� Our participants build a lifelong confidence in working together to solve any challenge!

Destination Imagination Program � Destination Imagination is a non-profit that helps students around the world discover their creativity.

� We hold tournaments where student teams solve problems in astonishing ways.

� Our participants build a lifelong confidence in working together to solve any challenge!

Challenge“A Destination Imagination Challenge is an open-ended exercise that takes creativity and teamwork to solve.”

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NuMbErS aNd figurES125,000number of children that participate in Destination Imagination, Inc. programs annually

38,000 number of Destination Imagination, Inc. volunteers worldwide

1 .5 million+number of DI alumni

5 yearsaverage length of participation in DI

6,000 – 7,000number of schools involved in DI

48 statesnumber of U.S. states with DI teams

30+number of countries that participate in DI

18,000 number of teams expected to participate in DI in 2012-13

15,000+number of people who attend Global Finals

1,100+number of teams at Global Finals


Rules of usage (1 of 6)These rules are to help make the Destination Imagination, Inc. trade dress consistent. These are the most important and pressing rules, written for anyone who may write something pertaining to Destination Imagination, Inc. programs.

Destination Imagination or DI? The term “Destination Imagination” should be written in its entirety as often as possible. “Destination Imagination” refers to the program, not the organization. Avoid abbreviation unless the writing becomes cumbersome or awkward. If that is the case, write “Destination Imagination (DI)” in the first instance and refer to it as “DI” afterward.

Additionally, Destination Imagination® should appear with a registered trademark (®) symbol the first time it appears in any document. This requirement may be met by including the registered trademark symbol in the header or headline of a document. If your word processing software allows it, apply a superscript format to the registered trademark symbol. There is no need to include the registered trademark symbol after the first instance. Here is an example:

� The 2012-13 Destination Imagination® (DI) season is underway. Many DI teams are returning for another year of fun.

Note: “DI” is not a registered trademark.

Destination Imagination, Inc . “Destination Imagination, Inc.” is used to refer to the organization, not the program.

Destination Imagination, Inc . ProgramsDestination Imagination, Inc. programs should be written as they appear in the list below. Several of our programs are registered trademarks. In regard to including the registered trademark symbol with the following programs, please follow the guidelines offered in the “Destination Imagination or DI?” entry.

� Destination Imagination®

� Rising Stars!®

� projectOUTREACH®

� DI University®

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Rules of usage (2 of 6)Organizational Web Sites

www .DestinationImagination .orgThe preferred format when the Destination Imagination, Inc. Web site appears in print is “DestinationImagination.org.” This format allows external audiences to immediately link the Web site with the organization; however, if the Web site appears in electronic communications, write “http://www.DestinationImagination.org” to ensure the Web site will appear as a hyperlink. Verbally, you may refer to this Web site as “Destination Imagination dot org.”

www .ShopDI .orgDestination Imagination resources may be purchased online at “ShopDI.org.” Please do not refer to the Web site in writing as “ShopDI;” however, if the Web site appears in electronic communications, write “http://www.ShopDI.org” to ensure the Web site will appear as a hyperlink. Verbally, you may refer to this Web site as “Shop D-I dot org.”

ChallengesDestination Imagination, Inc. designs open-ended Challenges for its programs. Destination Imagination Challenge types must be capitalized as follows:

� Instant Challenge

� Team Challenge

The noun form of “Challenge” should always be capitalized when it is portrayed as a Destination Imagination, Inc. offering. We do not capitalize any other form of the word “challenge.” Here are a few examples:

� The team spent the weekend working on solving a Destination Imagination Challenge.

� The team has found the process challenging.

� The Team Manager challenged the team to devise a Challenge solution by Saturday. (Both uses)

� The team has discovered that working together is a challenge.

� The team worked on its Challenge.


Rules of usage (3 of 6)Challenges (Continued)The Destination Imagination program offers seven different Team Challenges. All Team Challenge titles must be capitalized (e.g., Assembly Required). If referring to a particular type of Team Challenge, please use the following labels:

� Technical Challenge

� Scientific Challenge

� Fine Arts Challenge

� Improvisational Challenge

� Structural Challenge

� projectOUTREACH Service-Learning Challenge

� Rising Stars! for Early Learners Challenge

“Team”We do not classify the word “team” as a proper noun. Use traditional capitalization.

“Volunteer”Like “team,” we do not classify the word “volunteer” as a proper noun. Use traditional capitalization. However, we typically capitalize volunteer roles (e.g., Tournament Director, Head Appraiser and Scoring Official).

Team ManagerAs it is a volunteer role, we capitalize “Team Manager.” We also place heavy emphasis on the facilitative relationship that Team Managers have with their teams. Team Managers are not “Coaches” and do not “coach” teams.

“Team Manager” is sometimes abbreviated as “TM.” When using the abbreviated form, please follow the same guidelines offered in the “Destination Imagination or DI?” entry.

“Interference”“Interference” refers to our policy that only team members may provide creative or physical input to a Challenge solution. Always capitalize the term.

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Rules of usage (4 of 6)Regional and AffiliateThe structure of the Destination Imagination program prescribes the terms “Region” and “Affiliate,” which are always capitalized. An Affiliate is official licensee who can administer Destination Imagination events and programming in a given U.S. state, province or foreign country. The word “Affiliate” can refer to the licensee or the geographic area in which the licensee operates.

A Region is a subdivision of an Affiliate. Regions exist within the geographic area of Affiliates and are organized by the Affiliate licensees.

This organizational structure is difficult to grasp for new audiences, who sometimes understand “Regional” as the larger of the two terms. (In many other tournament-based activities, teams go to a local tournament and then to the regional tournament.) To avoid confusion, we have taken to using “local tournament” and “state tournament” (or “country-level tournament) in external communications. For example:

� If the teams perform well in the local tournament, they will advance to the state tournament.

Competition LevelsDestination Imagination, Inc. programs are tailored for a range of audiences and are typically separated by competition level. When referring to any of our competition levels, please follow the formatting offered below. Additionally, please note the preferred abbreviations for each competition level. (Follow the same rules for abbreviation as in the “Destination Imagination or DI?” entry.) Here are our competition levels:

� Elementary Level (EL)

� Middle Level (ML)

� Secondary Level (SL)

� College & University Level (C&UL)

� Rising Stars! (Non-competitive, Ages 4-7)


Rules of usage (5 of 6)The Creative ProcessIn the past, Destination Imagination has labeled “Creative Problem Solving” as a benefit, but the organization has moved beyond that as its primary focus. Destination Imagination’s current vision is to be the global leader in teaching the creative process on the journey from imagination to application. The creative process is broader in scope than Creative Problem Solving. With creative process we also promote collaboration, communication, Bloom’s Taxonomy of learning, and creative thinking. Please try to use “the creative process” when referring to what participants learn from our programs:

� Steven experienced Creative Problem Solving in Destination Imagination. (Improper Usage)

� Steven experienced the creative process in Destination Imagination. (Proper Usage)

Our goal at Destination Imagination is to give students the chance to learn and experience the creative process. The creative process is about thinking and doing in no prescribed order. Some people “do” first and then think about what they have done, while others think first, then initiate action. Below are the components of the creative process that our participants experience while solving our Challenges.

RECOGNIZE

Becoming aware of a challenge, problem, or opportunity

� Having a healthy state of mind to explore new opportunities: positive attitude, readiness and alertness

� Fully understanding all the issues or points of the challenge or problem

IMAGINE

Applying thinking skills to develop options

� Employing divergent and convergent thinking

� Using creativity and critical thinking tools to help create ideas and find the best ones

� Encouraging intuitive insight and novelty

� Maximizing the ability to work within or outside of structure

� Using your imagination to explore new ideas about solutions

INITIATE

Initiating behavior and committing to an option

� Being willing to take risks; go beyond the minimum

� Controlling behavior to manage impulsiveness

COLLABORATE

Using social intelligence

� Collaborating; understanding and using different problem-solving styles

� Being positive and listening to all team ideas before judging them

ASSESS

Achieving the best solution

� Assessing the project while it is being done and after it is finished

� Sometimes starting over or admitting failure

EVALUATE

Evaluating the results

� Reflecting on the experience, resources and team dynamics

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Rules of usage (6 of 6)SeasonPlease refer to the Destination Imagination program in terms of seasons, not years. When referring to a particular program season, which spans over two calendar years, use the numerical format “2012-13.” For example, you may write, “The 2012-13 Destination Imagination season is underway.”

Team NumberTo participate in Destination Imagination, a team must purchase a “Team Number” from Destination Imagination, Inc. The team does not purchase a “Membership” or “Passport.”

Additionally, organizations may purchase packages of Team Numbers. These are referred to as “Team Packs.” You may also label these “Team Number Packs” to strengthen understanding. The following Team Packs are available from Destination Imagination, Inc.:

� 1-Team Pack

� 5-Team Pack

� Institutional Customer 30+ Team Pack

Destination Imagination Global FinalsTo avoid confusion, please refer to Destination Imagination’s annual culminating event as “Destination Imagination Global Finals” in the first instance it appears in any document. You may refer to the event simply as “Global Finals” after the first instance. You may include the full year afterwards if necessary (e.g., “Global Finals 2013”).


VISUAL IDENTITY

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abOuT Our LOgOOur logo is an asset to our organization, and a key marker for audiences to identify our organization when they receive our materials and participate in our programs. It is important that we all use the same logo, and avoid misuse, which can lead to a dilution of our brand identity. Please help us protect the logo and avoid misuse by following these guidelines.

LOgOS fOr PriNTThe following logos are for print use, and they can be accessed and downloaded by logging in to our Web site. The filenames will match each title (e.g., “01 Print Logo”).

01 . Print LogoThis logo is to be used for all printed materials including all printed publications, advertising, billboards, posters and flyers.

02 . Print Logo (White Outline)This logo is to be used for any printed materials on which “01 Print Logo” is not readable or blends too much into the background. For example, should you be designing a poster with a very dark background, you should use “02 Print Logo (Negative Space).”


01

02

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LOgOS fOr SCrEEN PriNTiNgIn order to deal with the limitations of screen printing, we offer this set of logos in which the gradient of the print versions has been removed. All these logos also use the following pantone colors; 267 C, 1665 C and 2583 C. These logos can be accessed by logging in to our Web site, and they will be named as follows:

01 . Screen Print (3 Color)This logo is to be used for full-color, screen-printed items. It uses three colors. Items that are screen printed can include shirts, bags, pencils, trophies and pins. This logo prints best on a white or very light background.

02 . Screen Print White Outline (4 Color)This logo is to be used for any screen-printed items on which “01 Screen Print Logo (3 Color)” is not readable or blends too much into the background. For example, a dark colored shirt should use this version.

03 . Screen Print White (1 Color)This logo is to be used for any screen-printed items that are limited to a one-color white imprint.

04 . Screen Print Black (1 Color)This logo is to be used for any screen-printed items that are limited to a

one-color black imprint.

05 . Screen Print Orange (1 Color)This logo is to be used for any screen-printed items that are limited to a one-color orange imprint.

06 . Screen Print Purple (1 Color)This logo is to be used for any screen-printed items that are limited to a

one-color purple imprint.


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LOgO uSagEWe want our logo design to look its best and be visually appealing when it appears on materials and resources. Help us achieve our branding goals by following these logo rules.

01 . White SpaceDo leave plenty of white space around the logo. Whenever possible, make sure to use white or neutral backgrounds.

02 . Negative Space LogoDo use a negative space logo version when you are placing the logo on a dark background.

03 . Background ColorDon’t place the logo on a background color that will blend in or clash with the logo colors.

04 . Drop ShadowsDon’t apply drop shadows or any other additional effects to the logo.

05 . ColorDon’t change the color of the logo.

06 . ScaleDon’t change the scale of any of the elements in the logo.


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Body CopyPrint: Average size 9-12 pt.

Headline CopyPrint: Average size 14-28 pt. Ubuntu can be downloaded for free at: www.fontsquirrel.com/fonts/ubuntu

Garamond Regular

A B C D E F G H I J K L M N O P Q R S T 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 1 0 $ % & ( ) “ ” ‘

Ubuntu


Arvo


Pull Out CopyPrint: Average size 18-30 pt. Arvo can be downloaded for free at: www.fontsquirrel.com/fonts/arvo

Our TyPOgraPhy Three typefaces have been chosen for the new Destination Imagination brand campaign: Ubuntu, Garamond and Arvo. Used in conjunction, they convey the fun, exciting and smart tone of our brand. Below are examples of each typeface in use.

CBa


Our COLOr PaLETTEWe use a basic color palette to avoid using different versions of the same color. Percentage tints can be used in any of these colors.

Pantone 267 C C75 M97 Y0 K0



C0 M50 Y100 K0

C0 M0 Y95 K0

C100 M0 Y75 K0

C80 M0 Y25 K3

C0 M0 Y0 K0

C100 M0 Y100 K26

C75 M0 Y100 K0

C0 M100 Y98 K0

C14 M100 Y24 K11

C0 M98 Y0 K0

C10 M0 Y0 K0

C4 M4 Y0 K0

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COLORADOCOLORADO

CHINAC H I N A

TEXAST E X A S

CALIFORNIACALIFORNIA

affiLiaTE LOgOSDestination Imagination Affiliates play a critical role in the presentation of our brand identity to our customers. Because the organization’s brand is diluted each time a different logo appears, it is important all Affiliates use the official logo lock-ups. We have created logo lock-ups for each of our Affiliates. The Affiliate lock-ups are designed to strengthen our brand awareness and build consistency. To receive your logo email us at [email protected].

Documents

STYLE GUIDE - Destination Imaginationdownloads.destinationimagination.org/downloads/DI_Brand_Guide_7.… · ©2012 Destination Imagination, Inc. / 7.19.12 Style Guide 9 STaNdard dEfiNiTiONS