Guide Dogs for the Blind Puppy Raising Branding Guidelines | Version: July, 2019

Puppy Raising Branding Guidelines ThankyouforyourongoingsupportofGDB.Welovethatourpuppyraisersarehelpingusbuildourbrandandwewanttomakesureweallworktogethertodothatinthemostconsistentandcompellingfashionpossible.Theseguidelineswilladdressthefollowing:

• PuppyClubNameGuidelines• WrittenStyleGuidelines• AdvertisingandMediaOpportunities• ApparelandMaterialsforMediaandPublic-FacingEvents• UseofExistingMaterials• PuppyRaisingLogos• GuideDogsfortheBlind’sCorporateLogo• ExplanationofLogoFileTypes• PuppyClubLogoUsageGuidelines• DesignGuidelines,includingtheApprovalProcess• GDBBrandColorsandFonts• OnlineChannels,IncludingPuppyClubWebsites,Facebook,andInstagramAccounts

PuppyClubNameGuidelinesTokeepconsistencyforallpuppyclubs,thenamesoftheclubsfollowthesameformat.Therearenoabbreviations.

Example:GuideDogsfortheBlind–AustinPuppyRaisers.Weaskthatyoufollowtheseguidelines:

• Pleasealwaysusethefullnameoftheclubinwriting,online,orwhenspeakingaboutyourclub(especiallywithmediaopportunities).Pleasedonotshortentoexcludeeitherelementoftheclubname(GuideDogsfortheBlindorthecitydescriptor).Similarly,pleasedonotshortentheclubnametousetheacronymGDBinplaceoftheorganization’sfullname.Examplesofwhatnottodo:GuideDogsfortheBlind-AustinGDB-AustinPuppyRaisersGDBAustinPleasenote:thereareexceptionsintermsofsocialmediahandlesandwebsiteURLs,outlinedintheOnlineChannelssectionoftheseguidelines,tofollow.

• Pleaseuseadashinthename(notacomma,slash,space,oranyothercharacterormarker).Examplesofwhatnottodo:GuideDogsfortheBlind,AustinPuppyRaisersGuideDogsfortheBlind/AustinPuppyRaisers

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

WrittenStyleGuidelinesItisveryimportantthatpuppyraisingclubsdistinguishthemselvesandtheiractivities(especiallyfundraising),fromthatofGuideDogsfortheBlind.Assuch,weaskyoufollowtheseguidelines:

• Whenreferencingyourpuppyclub,pleasealwaysusetheclub’scompletename.Example:GuideDogsfortheBlind-AustinPuppyRaisers.

• Whenreferencingourorganization,pleasealwaysuseourcompletenameonfirstmention:GuideDogsfortheBlind.TheabbreviatedGDBcanbeusedinsubsequentmentions.Ifyouabbreviate,useGDB,notGuideDogs.

• Pleasecapitalizetheorganization’snameasfollows:GuideDogsfortheBlind.

• Ifyouarereferringtoourwonderfulpuppiesanddogsuselowercaseasthisisthemoregeneraluseoftheword,notourpropernamee.g.,guidedogsintraining,guidedogsareawesome,GDBguidedogsrock…

AdvertisingandMediaOpportunitiesOften,opportunitiesariseforpuppyclubstoadvertiseinlocalpublications,and/orparticipateinmediastories(print,television,orradio).Thesecanbewonderfultoolsforpuppyraisingrecruitment,generalawareness,ameanstopublicizeanevent,andmore.WewanttohelpyourepresentGDBinthebestpossiblelight,anddetermineif/whentheseopportunitiesareappropriate.Whenyouarepresentedwithanadvertisingormediaopportunity,priortocommittingtoorproceedingwiththerequest,pleasecontactGDB’sMarketingDepartmentatmarketing@guidedogs.comforapprovalandassistance.Wewillworkwithyoutodetermineiftheopportunityisagoodfitforourbrand,aswellashelptocoordinate/provideassets(adcopy,photos,logos,etc.),asappropriate.Pleasenote:RepresentationofGuideDogsfortheBlind,includingitsintellectualproperty(photos/videoofitspuppies,dogs,andpeople;aswellasanyversionofitslogo–includingpuppyraisinglogos),isnotallowedforcommercialuseorpersonalgaininanycircumstance.ApparelandMaterialsforMediaandPublic-FacingEventsWerespectfullyaskthatforanymediaappearances,orparticipationinanyeventsthatareopentothepublic,thatpuppyraiserswearonlyapparelthatreflectsthemostcurrentpuppyclubbranding.Inaddition,pleaseonlyhavematerialsonhandthatreflectthecurrentbrandingaswell.Thatincludessignage,banners,pop-uptents,posters,flyers,handouts,etc.UseofExistingMaterialsAtthistime,pleaseretiretheuseofanymaterialsthatcontainordisplayoutdatedbrandingand/orpuppyclubnames.WeareaskingthattheuseofanyoutdatedmaterialsbediscontinuedbyAugust31,2019.

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

PuppyRaisingLogos–USETHESELOGOSFOREVERYTHINGYOUPRODUCEEachpuppyclubhasbeenprovidedwithtwoversionsofaclub-specificlogo,aspertheseexamples:

Inaddition,therearetwoversionsofagenericpuppyraiserlogo(pluralandsingular)thatcanbeusedforitems/materialsthatarenotclub-specific:

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

GuideDogsfortheBlind’sCorporateLogo–PLEASEDONOTUSEGuideDogsfortheBlind’scorporatelogoCANNOTBEUSEDBYPUPPYCLUBSFORANYPURPOSE,includingbutnotlimitedto:apparel(t-shirts,hats,etc.),inmarketingmaterials(puppytradingcards,postcards,banners,pop-uptents,etc.),hardgoods(salesorpromotionalitems),orforonlinechannels(socialmediaaccounts,websites,etc.).SowhatistheGDBcorporatelogo?Thecorporatelogoisa“plain”versionofthepuppyraisinglogos.Ifthelogodoesnotinclude“PuppyRaiser,”“PuppyRaisers,”oryourclubname(“AustinPuppyRaisers”)–ITISINCORRECTFORPUPPYRAISINGUSE.

Inotherwords….

Usethis: Notthis:

ThefollowingversionoftheGDBcorporatelogo(withthedotinbetweenthewords“Guide”and“Dog”)shouldalsoneverbeusedinanycircumstance–itiscompletelyoutdated:

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

ExplanationofLogoFileTypesThreedifferentdigitalfiletypesareavailableforeachversionofthepuppyraisinglogos:JPG,PNG,andAI.

• JPGFILES–Bestall-aroundfiletypeformostbusiness-relatedneeds,likeWorddocumentsandExcelspreadsheets.Alsoappropriateforweb-basedneeds.

• PNGFILES–Besttousewhenyouneedatransparentbackground,likeinPowerpointpresentationsorPublisherdocuments.Alsoappropriateforweb-basedneeds,andcanbeusedinWord/Excelaswell.

• AIFILES–Forprofessionalprintingonly(unlessyouhavevectorillustrationeditingsoftware,likeAdobeIllustrator,youwillnotbeabletoopenthesefiles).Theyarethebestfiletypetosendtoprintvendorsforprojectslikebanners,promotionalitems,andcommercialprintprojects.

PuppyClubLogoUsageGuidelinesEverythingthatpuppyclubsproduceneedstousethepuppyraisinglogos(eitheryourclubspecificlogo,oroneofthegenericpuppyraisinglogos).Thisincludeslogosonapparel,hardgoods(includingpromotionalitemsorsalesitems),websites,socialmediaaccounts,etc. Whenusingthepuppyclublogosinyourmaterials,weaskthatyoupleaseadheretothefollowing:

• TheelementsofthepuppyclublogosCANNOTBESEPARATEDFROMEACHOTHER,NORCANTHOSEELEMENTSBEUSEDONTHEIROWNFORANYPURPOSE.Theperson/dogiconandalltextmustremaintogetherASPROVIDED.

• Pleasedonotrearrangeorotherwisealtertheelementsofthelogos.

• Pleasedonotreproduceorrecreatedifferentversionsofthelogos,includinghand-drawnversions.

• Puppyraisinglogosmustbereproducedineitherblackorwhite.ExceptionsmustbeapprovedbyGDB’sMarketingDepartment.

• Forany/allclubmaterialsormerchandise,pleasekeepamplewhitespacearoundthepuppyraisinglogotomaximizevisualeffectiveness.Puppyraisinglogosshouldbeseparateanddistinctfromothergraphicelementsinyourdesign,ifapplicable.

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

PuppyClubLogoUsageGuidelines,continued

• Forapparel,wehighlysuggestusingtwoimprintareastoensurethattheclublogoremainsclearanddistinctfromanyothergraphicelements. Examples*ofat-shirtdesignusingtwoimprintareas;clublogoonthefrontchestorsleeve,andaseparatedesignontheback:

*Sampledesignisusedforillustrativepurposesonly;itisnotartworkthatGDBisprovidingforproduction.

DesignGuidelinesWewantpuppyclubstobeabletoexpresstheirownpersonalitiesintheirmaterials.Wedohaveafewguidelinestokeepinmind:

• Pleaseuseyourbestjudgmentaboutproductbranding.ItemsshouldbebothrelevantandappropriatetorepresentGuideDogsfortheBlind.

• Apuppyraisinglogoshouldappearonallpuppyraisingmerchandiseormaterialsinatleastonelocation.

• Ifyouareusingphotostoproduceitems,makesureyouareusinghigh-resolutionimagesthatfeaturebreedswearecurrentlyworkingwith–LabradorRetrievers,GoldenRetrievers,andcrosses.Pleasealsobecertainthatthepupsdepictedinphotosarewearingthemostcurrentpuppycoatsandotherapprovedgear/equipment.

• Ifyouareusinggraphicsorillustrations,we’dpreferthatyouuserealisticlookingartwork–linedrawingsareok,butnostickfigures.Aswithphotos,imagesneedtoaccuratelyinclude/depictcurrentGDBbreeds–LabradorRetrievers,GoldenRetrievers,andcrosses.

• Whencreatingnewpuppyclubmaterials(especiallyclothingoritemsintendedforsale),pleaseshareyourdesignswithusforapprovalbeforetheygetproduced.Weareexcitedtoseewhatyoucomeupwith.PleasesendyourdesignstotheGDBMarketingDepartmentatmarketing@guidedogs.com.

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

GDBBrandColorsThefollowingisachartofGDB’sbrandcolorsthatpuppyclubsarewelcometoincorporateintotheirclub’sprintedmaterials.Pleasenotethatthegreencolorinthepaletteiswhatweusemostinrelationtopuppyraising,andyouarewelcometodothesame.Forapparel,clubsARENOTlimitedtothiscolorpalette–youcanchooseanycolorintherainbowforyourclubshirts,oranyapparel/salesitems.

GDBBrandFontsThefollowingarethefontsusedinGDB’scorporatebrandthatpuppyclubsarewelcometoincorporateintotheirclubmaterials.

• Mainfont:Gotham.A.zipfileofthetypefaceisavailableintheonlinePuppyRaisingManual(PoliciesandProcedures>MarketingandSocialMedia).

• Secondaryfont:Arial(widelyavailableonmostcomputeroperatingsystems).

OnlineChannelsPuppyClubEmailaddressesItisourrecommendationthatpuppyclubscreatenewemailaddressesthatreflecttheirclubnames,andwesuggestthatyouusegmailasafree,easywaytocreateanaccount.Weaskthatallnewclubemailaddressesusethefollowingnamingconvention:

gdbaustinpuppyraisers@gmail.com

Guide Dogs for the Blind Puppy Raising Manual | Version:July, 2019

PuppyClubWebsitesInordertopresentconsistentandcohesivebrandingofallpuppyclubsonline,itisourstrongrecommendationthatpuppyclubsnotmaintainindependentwebsites,andfocusanyonlineeffortstoFacebookand/oronlinetoolssuchasGoogleDocsinstead.Werealizehowever,thatisnottheidealsolutionforallclubs.Ifyoudomaintainawebsite,weaskthatyoursite’sURLreflectsyourclub’snamewiththenamingconventionusedinthisexample:

gdbaustinpuppyraisers.comOtherclubwebsiterequirements:

• Thewebsitemustberegularlymaintained,andalwaysreflectthemostcurrentPuppyRaisingBrandingGuidelines.

• Yourclub’snameandlogoneedtoappearonthesite.• Allimagesonthesitemustbecurrentandreflectthemostup-to-datepuppyraisingequipment

(puppycoats,headcollars,leashes,toys,etc.).• ThesitemustadheretoGDB’sSocialMediaGuidelinesforVolunteers,availableintheonlinePuppy

RaisingManual(PoliciesandProcedures>MarketingandSocialMedia).• Pleasedonotpromoteormarketanindependentpuppyclubwebsitetopeopleoutsideofyour

club.Inpuppyclubmaterialsintendedforaudiencesotherthanyourimmediateclubmembers,weaskthatyouincludeGDB’smainwebsite,guidedogs.com,sinceitisthemostrobust,up-to-dateplaceforinformationaboutourprograms.

FacebookDetailedinstructionsforupdatingorcreatingaGDBPuppyClubFacebookpagecanbefoundintheonlinePuppyRaisingManual(PoliciesandProcedures>MarketingandSocialMedia).InstagramPleaseusethefollowingnamingconventionforPuppyClubInstagramaccounts:

@GDBAustinpuppyraisers.com

• Pleaseusetheexactcapitalizationandpunctuationshownintheexample.

• Bio-pleaseaddthefollowing,customizingthehighlightedarea:VolunteerpuppyraisingclubforGuideDogsfortheBlind(@gdb_official)locatedinCity,CA.

• WebsiteURL–pleaseaddguidedogs.com.Note:Instagramusernames/accounthandlesarerestrictedto30characters,andbiosarerestrictedto150characters.Ifyourcitynameistoolong,we’llneedtogetcreative!PleasecontactGDB’sMarketingDepartmenttodiscussoptions.

PleaseletusknowifyouhaveanyquestionsaboutthesePuppyRaisingBrandingGuidelinesatmarketing@guidedogs.com.

THANKYOU!