Partner Brand Guidelines - AIDS Walk Los Angeles 2020

Partner Brand GuidelinesHow to protect the consistency of the AIDS Walk LA Branding and co-branded design applications.VERSION 1.0

AIDS WALK LOS ANGELES BRAND GUIDELINES

Thank you for helping lead the way as we move to end an epidemic.

This guide is designed to support your organization with messaging and co-branded collateral. It will ensure your organization is represented consistently & correctly across all instances of co-branded AIDS Walk materials.

Each AIDS Walk is unique and this year is no diff erent, so here’s a little bit of our story to share with your team and throughout the offi ce.

This year,

Our Story


AWLA is the world’s fi rst walk to fi ght the AIDS epidemic. It’s true – 35 years ago, a group of fed-up activists, patients, advocates, and friends put their soles on the line to shake the government into action during the AIDS crisis.

This year, our theme is:

It’s a rallying cry for all of us - individual, team, sponsor or otherwise - on our collective march to end the epidemic once and for all. By being an AIDS Walk 2019 Sponsor, you’ve not only pledged support; you’ve joined the fi ght and agreed that this year, “AIDS HAS MET ITS MARCH.”

“AIDS HAS MET ITS MARCH.”

It’s because of contributions like yours that we’re still here today, able to continue our work to advocate and fi ght for those who need it most.

1985

2019

These funds are a vital lifeline that sustains APLA Health’s prevention, care, and advocacy programs for the over 60,000 men, women, and families living with HIV/AIDS in Los Angeles County.

Since 1985, hundreds of thousands of walkers and their supporters have raised over $88 million to combat HIV and AIDS.

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Your Brand +AIDS Walk LA

AIDS WALK LOS ANGELES BRAND GUIDELINESPOP POSTER - ALL SPONSORS

In the pages that follow we’ve demonsrated the updated identity system for this years AIDS Walk. This includes examples of branding partnerships, and how the system incorporates brands like yours.

We’re committed to ensuring your brand is represented with integrity and exactly as your own guidelines dictate.

You can download a copy of this partner guide, and a brand packet containing all originating artwork and vector graphics from this location:

https://aidswalkla.org/partner-brand-packet/


AIDS WALK LOS ANGELES BRAND GUIDELINESPOP POSTER - SINGLE SPONSOR

SPONSORED BANNERS AIDS WALK LOS ANGELES BRAND GUIDELINES

01 The Logo


The logo family, rationale, and extensions.

AIDS Walk Los Angeles’s identity is comprised of an encapsulated wordmark. The logo consists of “AIDS Walk Los Angeles” and the date of the walk in a heavy modern sans-serif typeface. It reinforces the red, black, and white traditionally used by AIDS Walk.

The text is stacked and force capitalized, each line being of equal width to create a balanced and even appearance which fits neatly in the encapsulating box. It is available to be used with both a red and a white border to stand out against varying backgrounds and remain flexible in a variety of applications.

Primary Logo & usage



Logo Family All good branding systems contain a multitude of logo options that can be used to achieve maximum legibility in a wide range of branding and design applications.


The AIDS Walk Los Angeles color palette, rationale, and color values.

02 Color

The AIDS Walk Los Angeles color palette includes seven colors. It was designed to reference both AIDS Walk Los Angeles color palette’s traditional red, black, gray, and white and the bright and cheerful colors used by APLA Health to create an encompassing and cross-referencing palette.

Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette.

Also included are the references for CMYK, RGB, and HEX values for consistency across di¨erent media.Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to be used digitally.

Primary Color Palette


RGBCMYKHEX Pantone

RGBCMYKHEX Pantone

35/31/320/0/0/90#231F20

Process Black 90%

255/255/2550/0/0/0

#FFFFFF N/A

0/0/0100/100/100/100

#000000 Process Black

236/55/731/93/70/0#EC3749

192 C

213/225/9120/0/80/0#D5E15B

379 C

17/166/15978/12/43/0

#11A69F 326 C

44/183/22168/6/7/0

#2CB7DD298 C


Typography system and font usage.

03 Type

Typefaces: Print.

Our corporate typeface is Gotham. This full font family comes in a range of weights to suit a multitude of purposes.

Typefaces: Online.

When technology allows for it, Gotham should be used in any web applications. The fall-back corporate font is Montserrat which should be utilized to ensure acceptable degradation when Gotham is unavailable.

Typography: Style.

Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is encouraged for headings.

Brand Typefaces


GOTHAM FOR LOGO & BODY COPY

MONTSERRAT FOR WEB

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

(.,:;?!£$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!£$&@*) 0123456789

Aa

Aa

// Ultra

// Light

// Black// Light

GOTHAM ThinGOTHAM Thin ItalicGOTHAM XLightGOTHAM XLight ItalicGOTHAM LightGOTHAM Light ItalicGOTHAM BookGOTHAM Book ItalicGOTHAM MediumGOTHAM Medium ItalicGOTHAM BoldGOTHAM Bold ItalicGOTHAM BlackGOTHAM Black ItalicGOTHAM UltraGOTHAM Ultra Italic


Secondary textures that will support the brand identity.

04 Textures

SecondaryTexturesOne of the secondary brand elements for AIDS Walk Los Angeles is a seamless vector pattern created from a diverse range of participant shoes. This pattern captures the diversity of those a ̈ected by HIV and AIDS. These diverse soles march together to end the epidemic.



How to put it all together consistently.

05 Applications

BUS SHELTER AD AIDS WALK LOS ANGELES BRAND GUIDELINES

AIDS WALK LOS ANGELES BRAND GUIDELINESBUS SHELTER AD

AIDS WALK LOS ANGELES BRAND GUIDELINESSTREET BANNERS

AIDS WALK LOS ANGELES BRAND GUIDELINESSTREET BANNERS

AIDS WALK LOS ANGELES BRAND GUIDELINESBUS TAIL AD

BUS TAIL AD AIDS WALK LOS ANGELES BRAND GUIDELINES

AIDS WALK LOS ANGELES BRAND GUIDELINESDIRECT MAILER

TEAM LEADER TOOLKIT AIDS WALK LOS ANGELES BRAND GUIDELINES

STEPS TO FUNDRAISING AIDS WALK LOS ANGELES BRAND GUIDELINES

AIDS WALK LOS ANGELES BRAND GUIDELINESCUSTOMIZABLE WALK SIGNS

AIDS WALK LOS ANGELES BRAND GUIDELINESNEWSLETTER

AIDS WALK LOS ANGELES BRAND GUIDELINESNEWSLETTER

INSTAGRAM HIGHLIGHT GRAPHICS AIDS WALK LOS ANGELES BRAND GUIDELINES

AIDS WALK LOS ANGELES BRAND GUIDELINESAIDS WALK LOS ANGELES BRAND GUIDELINESAWLA WEBSITE

AWLA WEBSITE SLIDER AND SOCIAL GRAPHIC AIDS WALK LOS ANGELES BRAND GUIDELINESAWLA WEBSITE SLIDER AND SOCIAL GRAPHIC AIDS WALK LOS ANGELES BRAND GUIDELINES

AIDS WALK LOS ANGELES BRAND GUIDELINESAIDS WALK LOS ANGELES BRAND GUIDELINESAIDS WALK LOS ANGELES BRAND GUIDELINESSOCIAL GRAPHICS


A quick internal & vendor checklist.

07 Checklist

The LogoOnly use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the do’s and don’ts.

BackgroundsThe logo should not appear on light or cluttered images without being reversed out.

GraphicsCheck that any supporting graphics or graphic elements do not marginalize, obscure, or overpower the AIDS Walk Los Angeles identity.

TypographyCheck that our corporate typefaces have been used and the web and print rules have been properly applied.

DesignBe sure to provide these guidelines to third parties or collaborating partners.

A Final ThoughtIf in doubt, take a look back through this document, all the answers are there.

THE DAVID GEFFEN CENTERAIDS WALK LOS ANGELES611 S. KINGSLEY DR.LOS ANGELES, CA 90005

P: (213) 201-1600E: [email protected]

QUESTIONS?

Ken Mintzer, APLA Health Chief Advancement Officer P: (213) 201-1525E: [email protected]

Sarah Murray, Director of AIDS Walk Los AngelesP: (213) 201-1564 E: [email protected]

Mineko Inouye, Account Director, Commune Communication - AIDS Walk Creative Agency P: (310) 406-5921E: [email protected]

THIS DOCUMENT MAY BE MADE AVAILABLE IN ALTERNATIVE FORMATS ON REQUEST. THIS GUIDE AND AWLA2019 DESIGN ASSETS CAN BE DOWNLOADED HERE:HTTPS://AIDSWALKLA.ORG/PARTNER-BRAND-PACKET/

The Checklist



AIDSWALKLA.ORG

Documents

Partner Brand Guidelines - AIDS Walk Los Angeles 2020