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©2013 Camp Quality USA, Inc. All rights reserved.
1
Camp Quality USA, Inc.
Style Guide
©2013 Camp Quality USA, Inc. All rights reserved.
2
Overview
It’s vital that all Camp Quality USA, Inc.
(Camp Quality) communications be created
with an understanding of our brand —
including proper use of design, imagery,
type, logo — and the right “voice.” Whether
you’re producing sophisticated print
collateral for external use, a simple internal
message, a newsletter to donors or any
other kind of communication, the Camp
Quality Style Guide provides tips and
guidance to help all of us achieve a
consistent brand image.
©2013 Camp Quality USA, Inc. All rights reserved.
3
Table of Contents
• Anatomy of our Brand……………………....
• What does our brand stand for?………..…
• Logos……………………………………..…
• Slogan…………………………………………
• Direct Mail……………………………….……
• Promotional/Apparel………………..………..
• Use of Sponsor Logos…………..…………..
• Web sites……………………………………..
• Other Communications………………………
• Slick Sheet………………………………………
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5
7
12
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14
15
16
17
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Purpose of style guide: Keeping a consistent image across all camps and
nationally shows people that we believe in who we are as one organization.
This helps a brand become recognized and distinctive, regardless of how
crowded the not-for-profit marketplace may be. A strong, consistent brand is a
strategic advantage. Please use this style guide to help us project a consistent
brand image.
©2013 Camp Quality USA, Inc. All rights reserved.
4
Anatomy of the
Camp Quality Brand
What is a brand?
A brand comprises three fundamental elements: positioning, personality, and attributes. Collectively referred to as a “brand proposition,” these components combine to form a distinct and lasting impression in the minds of current and prospective donors, COCs, media, campers, companions and the general public.
By becoming familiar with the three components of the Camp Quality brand, you will gain a better understanding of the persona we want to project in the marketplace and the implicit promise Camp Quality is making about our organization.
Brand Positioning
Companies use brand positioning to set themselves apart from the competition and explicitly or implicitly describe the value they offer. It’s what they stand for in the minds of customers and prospects. Positioning is the case that’s made to clearly establish relevance and superiority versus the competition. As such, it is the basis for differentiation.
Camp Quality’s brand positioning today revolves around the concept of letting kids with cancer be kids again; one-to-one companion:camper ratio; year-round support programs.
Brand Personality
Brand personality is the human face that organizations strive to present to the marketplace. It is most readily expressed through the “look and feel” of Camp Quality communications.
Brand Attributes
Brand attributes help a company define what it stands for. Like brand positioning, these attributes help a company set itself apart from the competition.
Attributes include: quality programs; safe environment; smiles, fun, and laughter.
©2013 Camp Quality USA, Inc. All rights reserved.
5
What does our brand stand for?
What does the logo represent? Will it communicate a message about
letting kids with cancer be kids again?
The logo represents a child with arms reaching toward the stars. There is
dual messaging throughout the logo: a child at camp seeing the stars in the
sky, a child reaching toward the stars as they dream of the future, and also, if
looked at from a different perspective, a smiling face. This logo represents
feelings of happiness, being uplifted, and hope.
The primary colors of the logo are red and blue. These colors are primary
colors, which are fun and vibrant to kids (some of their favorite colors). The
colors also represent a tie to the colors that Camp Quality embraced during
its inception into the USA.
©2005 Camp Quality USA, Inc. All rights reserved.
6
Preserving the Integrity of
the Camp Quality Brand
Prior to the creation of Camp Quality’s current brand logo and
identity, our organization did not have a unified look and
feel. Without any guidelines in place, each camp used the
resources available to them to create their own materials, visuals
and descriptions of Camp Quality. Without a cohesive look and
message, we were sometimes sending mixed signals, which made it
difficult for audiences to fully absorb our nationwide reach and to
clearly understand our mission and the impact Camp Quality brings
to the lives of pediatric cancer patients and their families.
Fast forward to today, and our Camp Quality brand identity includes
not only our name and logo, but our typeface, a color palette and a
tag line that are unique to our organization. All of these elements
work together to help our audiences form a positive connection with
Camp Quality. Through the consistency in our visual identity and
messaging, we are building brand recognition. Our audiences are
making the connection between our brand and what we
represent. It is important that we continue to protect the integrity of
our look and feel, and not confuse our audiences by changing any
part of our visual identity.
©2013 Camp Quality USA, Inc. All rights reserved.
7
Logos
There are two logos that are approved for us for Camp Quality use:
Standard logo Promotional logo
The Pantone colors are:
Pantone 661C Blue
Pantone 1797C Red
Font: "Blur”
Note: If the specific Pantone color is not available on promotional items, the closest possible
substitution should be selected.
Pantone designations are only used for spot-color processing. The following RGB values can
be substituted in onscreen/electronic communications or in Word documents – Red: 204, 41,
43; Blue: 8, 51, 143
©2013 Camp Quality USA, Inc. All rights reserved.
8
Logos
Black and White versions of the logo can be used as well.
Standard logo Promotional logo
Note: When printing the Camp Quality logo over a dark colored or solid
background, using the reverse (or all white) logo is also acceptable.
This provides sufficient contrast, helping our logo stand out.
©2013 Camp Quality USA, Inc. All rights reserved.
9
Standard Logo
The standard logo is to be used on all print material, such as:
• Newsletters
• Letterhead
• Envelopes
• Fax sheets
• Business Cards
• Post-it Notes
• Media kits
• Flyers
• Brochures
• Log books/Annual reports
• Folders (such as media folders)
• Mailing labels
• Posters
• Etc.
This logo is also used on the web site.
The standard logo should be used for all paper-based print or electronic
communications.
©2013 Camp Quality USA, Inc. All rights reserved.
10
The promotional logo was designed to keep the image of Camp Quality intact
for use when screen printing, engraving, embossing and embroidering, as
these processes can not have as much detail in the logo elements.
Items that should use the promotional logo include:
– Shirts
– Sweatshirts
– Hats/Visors
– Bandanas
– Banners
– Pins
– Pens
– Frisbees
– Balls
– Stuffed Animals
– AM/FM giveaway portable radios
– Etc.
The promotional logo should be reserved for use on promotional items that
are not printed on paper or distributed electronically.
This logo should NOT be used in print/collateral material.
Promotional Logo
©2013 Camp Quality USA, Inc. All rights reserved.
11
General Guidelines on
Logo Positioning
To maximize the impact of the logo, it should always appear prominently
on communications and promotional items.
.
Generally, the Camp Quality logo should be dominant when branding.
The logo can be used with or without a camp name.
The logo can be used with or without the slogan.
The logo CANNOT be used without the Camp Quality USA identifier
If you choose to put the camp name or slogan with the logo, please note
the following guidelines:
• The camp name should be centered or right justified below the
logo.
• It must not exceed the point size of the Camp Quality verbiage
on the logo.
• The font of the Camp Name should be in Blur. Font files for Mac
and Windows computers can be found on the Camp Quality
SharePoint site.
• The color of the camp name should be in blue, red or, when
using the black or white reverse logo, black or white. When
using red or blue, the same Pantone versions of these colors
that are used in the logo must be used.
• If both the camp name and slogan are used, the camp name
should be the first text under the logo, with the tagline
immediately underneath or to the right side of it.
©2013 Camp Quality USA, Inc. All rights reserved.
12
General Guidelines on
Logo Positioning
Do not crop or alter the logo in any way other than size. This includes outlining
the logo in black, white or other colors; adding drop shadows or colors behind the
logo; or changing the colors used in the logo (e.g., the colors of the stars). When
sizing the logo, take care to ensure its overall proportions remain the same and
that the final image is not distorted.
In addition to weakening the overall power of the brand, altering the logo in any
way puts Camp Quality’s trademark rights at risk. Note: If vendors are responsible
for creating artwork for your logo items, be certain they don’t take any liberties in
adjusting font, coloring or wording/star placement.
©2013 Camp Quality USA, Inc. All rights reserved.
13
Slogan/Tag Line
The approved Camp Quality Slogan/Tagline is:
Letting Kids With Cancer Be Kids Again.
Slogan/Tag Line Use:
This tag line can be used is marketing and communicating what Camp Quality is.
A tag line is meant to support the goals and mission of the organization. The
Camp Quality USA name can only do so much. By nature a logo must not be
too descriptive so that you are not restricted in the future. Our name is a
verbal "shorthand" for our organization's brand promise. The logo alone is not
enough to position the organization. That is left to all your other positioning
work, such as the use of a slogan/tagline.
The Camp Quality Slogan embodies Camp Quality:
Portrays the true essence of what our programs enable kids to be -
kids
Supports our brand by focusing on children with cancer and the
outcome of letting them be kids
Provides an emotional attachment to the organization
No other slogan/tag lines should be used as a branding identifier.
©2013 Camp Quality USA, Inc. All rights reserved.
14
Direct Mail/Newsletters
• Direct mail is a highly targeted brand communication that can be tailored to promote
Camp Quality to campers, donors, companions, and potential donors. Through
effective use of direct mail, you can reinforce the Camp Quality brand by
demonstrating how our programs provide lasting memories and benefits to children
with cancer and their families.
• Whether executed in print or electronic format, the direct mail piece should be
created around a compelling concept — one that instills a sense of urgency in the
reader and evokes an immediate response. The messaging should be tightly
constructed around three key elements:
– Offer: what do we want to communicate to our target audience
– Supporting evidence: clear explanation on Camp Quality and how we add
value
– Call to action: Request for target audience to execute a clear action (e.g.,
donate, volunteer for COC, be a companion, attend a camp as a camper, etc.)
– The concept should unite copy and design in a way that shows how Camp
Quality is positively impacting the lives of children with cancer and their
families
– All direct mail should use the standard Camp Quality logo.
– All HTML emails (like those created in Constant Contact) should include the
Camp Quality logo, along with the slogan, Camp Quality web address, phone
number and mailing address. (Note: Email regulations (CAN-SPAM laws)
require inclusion of the mailing address, as well as an unsubscribe link or
instructions on how to unsubscribe in every email newsletter.) Email templates
should mirror the look/feel of the Camp Quality website. There are instructions
available on the Camp Quality SharePoint site for how to do this.
– We have not provided technical guidelines, for all direct mail pieces, since
each one is unique. Please contact the Camp Quality PR committee if you
would like further guidance.
NOTE: The success of any direct mailing depends on a quality mailing list and the ability to
reach the intended audience on a timely basis. Consideration should be given to
personalizing each piece and customizing content according to addressee profile
information. (Print vendors can support this through digital capabilities.)
©2013 Camp Quality USA, Inc. All rights reserved.
15
Promotional/Apparel
Whether you’re managing a local sponsorship event or fundraising event, branded apparel and promotional items can be an important components of your overall branding efforts. These items should always be tasteful and appropriate, based on the nature of the event or professional relationship. In every case they should convey a sense of quality.
Logo Usage:
• The promotional logo should be used on all promotional/apparel items.
• Select types of materials and processes inherent in the production of apparel items may prevent reproduction of the approved logos – based on color. If you want to use the logo on a red or blue item, based on our colors, you should use the black and white version of the promotional logo. It is acceptable to use the color logo on all other color shirts.
• Apparel: It is acceptable to place the logo on the front of T-shirts, polo’s, sweatshirts, jackets, etc. The Camp Quality Logo can be placed on the back of the shirts as well. It is permissible to use the Camp Quality logo on the sleeve of the shirt.
• Caps/Hats/Visors: The logo should appear on the front portion of the hat. It is permissible to have the logo on the back as well. It is also permissible to put the slogan/tag line on the hat (side or back).
Slogan Usage:
• The slogan can be used on promotional items, with or without the logo.
• If used without the logo, you need to also include the Camp Quality Name.
– Camp Quality USA: Letting Kids with Cancer Be Kids Again
©2013 Camp Quality USA, Inc. All rights reserved.
16
Use of Sponsor Logos
Camp Quality understands the importance of fundraising and securing
sponsors to help us provide the best services to our campers during their
activities with the organization.
Logo Usage:
– When using this logo with other logos (e.g. allowing sponsor to have
their logo on a shirt at camp), the Camp Quality logo should be the
dominant logo. Camp Quality should be the only logo on the front of the
shirt (we should not let sponsors put their logos on the front).
– For hats, the sponsor logo would need to be on the back of the hat,
where the front is reserved for the Camp Quality logo.
– Sponsor logos may be put on posters to display during activities they
are supporting.
– Sponsor logos can not be on the main Camp Quality banner without
written permission from the CEO.
Partner Logo Usage:
– Occasionally, camps may partner with other like-minded, nonprofit organizations in the co-sponsorship of an event. In this instance, the Camp Quality and the co-sponsor logos can be treated with equal weight on communications or promotional materials, though no logo or other tagline should ever be merged with those of Camp Quality.
Please note: This does not include donated items for kids to wear at camps
(I.e. a store donates Nike hats, NASCAR donates shirts, etc.). The above
guidelines are if the item has the Camp Quality logo on it.
©2013 Camp Quality USA, Inc. All rights reserved.
17
Web Site/Online
Communications
Our website is one of our most vital communications tools and may often be
the first place that we introduce our organization to potential campers,
volunteers and donors. For this reason, all camps are required to maintain a
website under the Camp Quality domain name
(http://www.campqualityusa.org/campnameabbreviation) and linked from the
Camp Quality USA site.
Website Guidelines:
• Individual camp sites should mirror the general look and feel of this site.
Primary navigation links on the National Site are: Camps, About Us, Events,
Get Involved, Donate, and Contact Us. (These are the navigation links that
go across the top of the homepage.)
• While camps cannot add or delete primary navigation buttons, individual
camp sites may adjust the secondary navigation buttons (up to five may be
included down the right column of the homepage) and personalize their sites
with additional content (photos, scrapbooks, video, etc.) Primary navigation
buttons for camps are: About Our Camp, Get Involved, Ways to Give,
Stories and Pictures, and Contact Us.)
Social Media Guidelines:
• Camps are further encouraged to engage current and potential audiences
through the use of social media sites (e.g., FaceBook, Twitter, YouTube or
Picasa) if resources exist to maintain them.
• Please follow all applicable branding guidelines, particularly regarding logo
and slogan/tagline use. On these sites as well.
©2013 Camp Quality USA, Inc. All rights reserved.
18
Other Communications
General Guidelines on Logo Position
To maximize the impact of the logo, it should always appear prominently on
communications and promotional items
Logo Usage:
• Letterhead/Fax Cover Pages: The logo should appear in the top left-hand
corner of all communication materials. An area of clear space must be
maintained around the logo.
• Press Release/Media Alert: The logo should appear in the top right-hand
corner of these communication materials (distinguish them away from
letterhead/Fax).
• PowerPoint®, slides: The logo should appear in the bottom right corner of
the slide (does not include the title slide. For logo positioning on the cover
slide, please use best judgment. Logo must appear on the title slide.)
• Advertising: We would like the logo positioned in the bottom right corner.
With advertising we also suggest you include a contact name, phone number,
web site link and slogan.
Logo Sheet Color specifications
Blue: Pantone
661C
Red: Pantone
1797C
Font: "Blur”
Please do not crop or
alter the logo in any
way other than size.
Logos are also
available in digital
format. Please contact
Patty Harris at
Phone (330) 671-0167
Email:
Logo Sheet B/W specifications
Font: "Blur”
Please do not crop or
alter the logo in any
way other than size.
Logos are also
available in digital
format. Please contact
Patty Harris at
Phone (330) 671-0167
Email:
Logo Sheet Color specifications
Blue: Pantone
661C
Red: Pantone
1797C
Font: "Blur”
Please do not crop or
alter the logo in any
way other than size.
Logos are also
available in digital
format. Please contact
Patty Harris at
Phone (330) 671-0167
Email:
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USATM
Camp Quality USATM
Logo Sheet Color specifications
Blue: Pantone
661C
Red: Pantone
1797C
Font: "Blur”
Please do not crop or
alter the logo in any
way other than size.
Logos are also
available in digital
format. Please contact
Patty Harris at
Phone (330) 671-0167
Email:
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USATM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USA, Inc.TM
Camp Quality USATM
Camp Quality USATM