Brand Standards Guide. Second Edition, Revised 10/24/11

Transcription

1 Brand Standards Guide Second Edition, Revised 10/24/11 1

2 Contents I OUR BRAND a. Primary Logo 4 b. Color and Typeface 5 c. Minimum Size, Clear Space, Limited Space 6 d. Incorrect Usage 7 e. The Mark 8 f. Centered Logo 9 g. Hebrew Logo 10 II BRAND ARCHITECHTURE a. Affinity Group Logo 12 b. Functional Group Logo 13 c. Network Logo 14 d. Partner/Agency Logo 15 III LOCAL FEDERATION a. Federation Logo 17 b. Foundation Logo 18 c. Tagline 19 d. Endorser Logo 20 IV FULL COLOR PALETTE AND TYPOGRAPHY VI TEMPLATES AND EAMPLES 25-31

3 Our Brand The Jewish Federations of North America represents 157 Jewish Federations and 400 independent Network Communities across North America. Our Vision: Protecting and enhancing the wellbeing of Jews and Jewish communities in North America, Israel and around the world; Our Mission: To lead a bold continental Federation movement to mobilize financial and social resources through its philanthropic endeavors, strategic initiatives and international agencies to strengthen the Jewish people; Our Values: Jews taking responsibility for each other according to the principles of chesed (caring and compassion), Torah (Jewish learning), tikkun olam (repairing the world) and tzedakah (social justice). The identity of The Jewish Federations of North America is much more than just a logo. It defines how those around us view both the Federations and our community. And to ensure its success and maintain its long-term presence, consistency is crucial. This manual provides a series of easy-to-follow guidelines to keep the look and feel of the identity consistent. Strict adherence to these standards will help build our strong continental brand. 3

4 Primary Logo Full name Divide Trademark symbol Mark Logotype The logo is the cornerstone of the brand. It is the face of The Jewish Federations of North America (JFNA). Consistent use of this logo makes the brand more recognizable and strengthens our presence in the community. It should be displayed prominently on every JFNA branded publication and communication. Both logotype and the mark are registered trademarks owned by The Jewish Federations of North America. Mark and Logotype The core elements of the logo are the mark and The Jewish Federations of North America logotype. The two lines of the logotype should always be right aligned. The logotype should never be used without the mark. The mark should always be to the left of the logotype with the exception of the centered logo. The mark can be used on its own as a decorative element when the whole logo is present as well. Please refer to the following chapters explaining correct and incorrect usage. The logo should be always used with the registered trademark icon. The trademark icon should be set in Gotham Book (keyboard shortcut is optionr for Mac users and altr for Windows) and placed to the right of the logo as shown above. The size of the icon should fit approximately 3 times into the "flame" of the mark. The logo must always be reproduced from a digital master reference. It should never be redrawn or digitally manipulated. Master files are available in eps, jpeg and gif format. Please ensure the appropriate artwork format is used. These files can be downloaded from File Formats eps: all professionally printed applications jpeg: desktop publishing programs gif: online usage (See p.29 for full list of available files.) Accessibility The logo must always have good contrast with the background to ensure maximum impact and accessibility. A sufficient clear space is required around the logo (see p.6 for full explanation). 4

5 Color & Typeface Preferred 100% PMS 2995C/100% PMS 302C Acceptable 40% PMS 302C/ 100% PMS 302C 40% Black/100% Black 100% White/100% 2995C Limited 100% Black 100% White The Jewish Federations ABCDEFGHIJKLMNOPQRSTUVWYZ abcdeffghijklmnopqrstuvwxyz Baskerville MT Std Regular OF NORTH AMERICA ABCDEFGHIJKLMNOPQRSTUVWYZ abcdeffghijklmnopqrstuvwxyz Gotham Regular Color The full-color logo has two distinct blue colors that were chosen for their traditional Jewish association. They are optimistic, warm and approachable. The Pantone Matching System (PMS) colors for printing on coated (C) paper stock are: lighter blue PMS 2995C and darker blue PMS 302C. For printing on uncoated stock the PMS colors are 306U and 302U. It is preferable to use the full-color logo when printing with two or more colors and online. In cases when only one color is required, a two-tone variation of PMS 302C or black should be used. When used on black background, the two-color option of white and PMC 2995 is preferable. The all-black and all-white (knock-out) versions are permitted, but should be used only when no other option is available. When possible, spot PMS colors should be specified with your printer. Do not match colors to this document or a computer screen. Refer to actual Pantone matching chips or screen color values, using the numbers listed as reference. A full corporate color palette with CMYK and RGB values is available on p.22. Typeface The typeface (or fonts) in the logotype should always be Baskerville MT Regular for the name and Gotham Regular all caps for geography. The only acceptable exception is when space for the logo is limited and the logo has to be reduced to.75". In this case the name can be set in Gotham Narrow Medium (see p.6 for Limited Space) for readability. These fonts are available by request from hindy.gershman@jewishfederations.org. A full list of corporate fonts is available on p.23. 5

6 Minimum Size, Limited Space and Clear Space 2" 144 pixels Preferred minimum size for print Preferred minimum size for web.75" x x x x x Limited space logo in minimum size Clear space = the height of the flame Size To retain legibility, it is preferable that the logo is at least 2" wide. For online applications, the logo should never be smaller than 144 pixels wide. Limited Space When the logo has to be reduced to a minimun size, but there is not enough space to display the logo horizontally, the centered logo for limited space should be used. It should never be smaller than.75" wide. This is the only instance in which the font of the name can be changed to a Gotham Narrow Medium for readability. Clear Space To ensure that the logo is always clearly reproduced, and never obscured or compromised by other design elements in a layout, an area of clear space must surround it. The amount of clear space is defined by. Regardless of the size of the logo, is always equal to the height of the flame. 6

7 Incorrect Usage The Jewish Federation OF NORTH AMERICA When the rules of the identity are broken, the brand becomes weakened and confusing. The following are some examples of how the logo should NOT be used: 1. DON'T change the placement of the mark. 2. DON'T use the logotype without the mark. 3. DON'T change the color of the flame. 4. DON'T change the color of the logo to any color that is not specified in this guide (p.5). 5. DON'T place the logo on a background that is too close in tone. 6. DON'T change the font of the logotype. 7. DON'T add any elements into the logotype and/or the mark. 8. DON'T change the alignment of the lines in the logotype. 9. DON'T break the logotype into multiple lines. 10. DON'T superimpose the logo over a photograph. 7

8 The Mark Umbrella The umbrella arcs symbolize the safety net Flame The flame symbolizes our history and heritage it visually guides the eye upwards, providing a sense of aspiration, hope and optimism Color The use of two variations of blue, which is viewed as a traditional Jewish color, is both optimistic and approachable. Menorah The innovative contemporary menorah anchors our visual identity in Jewish tradition. Elements of the mark.25" Clear Space Minimum Size Our strong mark is rooted in Jewish tradition. It is innovative, easily recognizable, and both inviting and optimistic. The mark can be used on its own as a graphic element to support the overall branded message on pens, hats, bags etc. Never use it as a replacement for the full logo in corporate communication. The mark is a registered trademark owned by The Jewish Federations of North America. It should appear with the trademark icon next to it. The trademark icon should be set in Gotham Book (keyboard shortcut is optionr for Mac users and altr for Windows) and placed on the bottom right of the mark. The size of the icon should fit approximately 3 times into the "flame" of the mark. The color reproduction is the same as for the primary logo. (See p.5) 8

9 Centered Logo x x Y x Y Y OF NORTH AMERICA x Y OF NORTH AMERICA x For vertical and square print applications Clear space.75" x x x x x For limited space in print and web applications Clear space The centered logo was developed to provide a smaller footprint without compromising the clarity of the mark and readability of the logotype. It should be used in narrow spaces where the primary horizontal logo does not fit. When it has to be reduced to less then 1", the limited space logo should be used. The color and clear space specifications are the same as for the primary logo. (See pp.5-6.) 9

10 Hebrew Logo Primary Hebrew Logo Clear Space and Alignment.75" OF NORTH AMERICA Centered Hebrew Logo Limited Space Hebrew Logo,are.m;pgxibonklfhyjzuvsdct ( )[ ]{ }?/`-=' Aharony Bold The Hebrew logo was developed for use by the JFNA office in Israel. The Hebrew font is Aharony Bold. The minimum size, color and clear space specifications are the same as for the primary logo. (See pp.5-6) 10

11 Brand Architecture Our brand architecture supports both The Jewish Federations of North America branding and local Federations adopting the brand. Together, we're building a strong collective asset the "Jewish Federation" brand. 11

12 Affinity Group Logo Vertical Line National Young Leadership Primary Logo Affinity 2" Lion of Judah Lion of Judah Clear Space and Minimum Size Lion of Judah National Young Leadership Rabbinic Cabinet National Young Leadership Rabbinic Cabinet National Federation/Agency Alliance National Women's Philanthropy National Federation/Agency Alliance National Women's Philanthropy An affinity is a segment of your donor population that you have targeted with programming and other fundraising tactics. The Affinity Group Logo consists of the primary signature, the name and/or symbol describing the group on the right and a vertical line that separates them. The Affinity name and/or symbol should not be used on its own as a logo. The name of the group should be set in Gotham Book in Title Case (upper and lower case) and left aligned. The affinity group symbol should not be bigger than the primary mark and the height of both symbol and name should not exceed the height of the mark. The color reproduction is the same as for the primary logo. (See p.5) 12

13 Functional Group Logo Name Washington Office Primary Logo Israel Office Washington Office Israel Office Washington Office Mandel Center for Leadership Excellence Mandel Center for Leadership Exellence Some functional groups may have their own brand identity elements and unique target audiences. At JFNA, our Washington office, Israel office, and Mandel Center for Leadership Excellence fall under this category and utilize The Functional Group Logo. The Functional Group Logo consists of the primary logo and the name of the group underneath which should be aligned with the first letter of the name. The name of the group should be set in Gotham Book in Title Case (upper and lower case). The color, minimum size and clear space is the same as the primary logo. (See p.5-6.) 13

14 Network Logo Vertical Line Primary Logo Network 2" Clear Space Minimum Size The Network of Independent Communities acts as an action arm for Jewish values around the world, linking over 300 non-federated communities. The Network Logo consists of the primary logo and full Network name, divided by a vertical line. The Network name is set in Baskerville MT Regular in Title Case. It should always be aligned left. The color reproduction is the same as for the primary logo. (See p.5.) 14

15 Partner/Agency Logo Relationship Vertical line Supported by The Jewish Federations OF NORTH AMERICA Logotype Mark 1" Partner Agency of The Jewish Federations OF NORTH AMERICA Partner Agency of The Jewish Federations OF NORTH AMERICA Clear Space Minimum Size Partner Agency of The Jewish Federations OF NORTH AMERICA Example 1 Example 2 Supported by The Jewish Federations OF NORTH AMERICA Example 3 Co-branding with our partners and our agencies gives our audience a holistic understanding of the Federation community and all it represents. It makes the work of Federation more visible, helps build Jewish Federation brand equity, and clearly communicates the relationship between the Federation and partner/agency. The Partner/Agency logo consists of The JFNA logotype in dark blue with the text line explaining the relationship with an agency above it in light blue. The vertical line is to the right of the logotype with the mark on the right side. We have provided a range of options to represen the various relationships that exist with our partners and/or agencies. The logo may be reproduced as shown or in either black or white. 15

16 Local Federation Usage Consistent branded communication builds understanding and helps organizations accrue brand value from every interaction. Successful federated brands go to market with one strong brand manifested through the same logo, common brand architecture, and brand consistency throughout. This brand consistency helps strengthen their leadership position and ultimately increases fundraising power. Specifically, local Jewish Federations adopting the branding benefit from: Continental advertising of Federation system value and needs, raising its awareness, stature and appeal Greater exposure and leverage from PR media activities, both locally and continentally Stronger recognition and awareness for mobile segment of population Better economies of scale for marketing best practices, templates and tools More effective promotion and enabling of online fundraising 16

17 Local Federation Logo Full name Location Trademark symbol Mark Logotype The Federation Logo consists of the mark and the full name of a Federation with its location underneath. The location may indicate a city, a city and a state, a region or multiple regions. Local Federation logo colors and applications should follow the ones specified for the JFNA corporate logo in this manual (pp. 5-7) and must be used consistently throughout all branded publications. 17

18 Local Federation & Foundation Logo Example 1 Example 2 Example 3 Example 4 Relationships between Federations and Foundations vary from community to community, and your logo should accurately reflect the relationship. 18

19 Use of a Tagline Y Y Y Tagline centered in bounding box Tagline without bounding box right aligned OF NEW ORLEANS OF NEW ORLEANS You + Federation = The Power of Community Connect. Engage. Give. Example 1 Example 2 When adding a tagline, it's important not to extend beyond the logo borders. The tagline can be set in a bounding box when it will be centered, or without the bounding box right aligned with a Federation name. It is best when the tagline is short enough to fit on one line underneath the logo. 19

20 Endorser Logo Relationship Centered Logo Bounding box 130 pixels.6" Minimum Size for Web Minimun Size for Print 1 Color 40% PMS 2995C/100% PMS 302C Black and White 100% Black Some Federations with very strong local brand equity and recognition could consider an Endorser application that would be prominently placed next to the local Federation's brand and would apply across all media (e.g., website, print). 20

21 Full Color Palette and Typography 21

22 Primary Colors PMS: 2995C CMYK: 90c, 11m, 0y, 0k RGB: 0r, 164g, 228b PMS: 302C CMYK: 100c, 25m, 0y, 50k RGB: 0r, 84g, 128b Extended Color Palette PMS: 116C CMYK: 0c, 16m, 100y, 0k RGB: 255r, 210g, 0b PMS: 151C CMYK: 0c, 48m, 95y, 0k RGB: 248r, 151g, 40b PMS: 200C CMYK: 90c, 11m, 0y, 0k RGB: 211r, 18g, 69b PMS: 219C CMYK: 1c, 88m, 0y, 0k RGB: 235r, 68g, 152b PMS: 2597C CMYK: 85c, 100m, 0y, 0k RGB: 82r, 46g, 145b PMS: 360C CMYK: 58c, 0m, 80y, 0k RGB: 115r, 193g, 103b PMS: Cool Gray 7C CMYK: 0c, 0m, 0y, 37k RGB: 173r, 175g, 178b PMS: 877C Metallic (Silver) CMYK: 0c, 0m, 0y, 40k RGB: 186r, 188g, 190b PMS: 871C Metallic (Gold) CMYK: 20c, 30m, 70y, 15k RGB: 180r, 151g, 90b When producing marketing materials, printed and digital, these colors will work in combination with the primary colors. They may help you differentiate between affinity groups, ad campaigns, etc. 22

23 Fonts ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz ) ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz ) Gotham Book ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz Gotham Narrow Book ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz Gotham Medium ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz Gotham Narrow Medium ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz ABCDEF GHIJKLM N OP QR S T U V W Y Z abcdefghijklmnopqrstuvwxyz !@#$%^&*() Typography is also an integral part of the identity. Consistent use of the official typefaces is essential. Baskerville MT and Gotham are the primary fonts to be used on all communications for JFNA. Both are available in several weights. Arial should be used for online body copy. Supporting script fonts may be used in marketing materials. 23

24 Templates and Application Examples 24

25 Stationery Letterhead/ Envelope Letterhead 4 7 /8" 2 7 /8" 4 7 /8" 2 7 /8" The Jewish Federations OF NORTH AMERICA The Jewish Federations OF NORTH AMERICA 5/8" 5/8" Phone Fax Broadway, Suite 1700 New York, NY Phone Fax Broadway, Suite 1700 New York, NY /2" Joseph Kanfer CHAIR, BOARD OF TRUSTEES Kathy E. Manning CHAIR, EECUTIVE COMMITTEE Michael I. Lebovitz NATIONAL CAMPAIGN CHAIR Michael C. Gelman TREASURER Linda A. Hurwitz CHAIR, NATIONAL WOMAN S PHILANTHROPY VICE CHAIRS Marilyn Blumer Diane Feinberg Cheryl Fishbein Rani Garfinkle Julie Lipsett-Singer Esther Polland Michele Sackheim-Wein Mark Wilf Gerrald Silverman PRESIDENT/CEO 3/4" The Max M. Fisher Headquarters 25 Broadway, Suite 1700 New York, NY Phone Fax /4" The Max M. Fisher Headquarters 25 Broadway, Suite 1700 New York, NY Phone Fax /2" 1/2" Envelope 1/4" 2" 1/4" 25 Broadway, Suite 1700 New York, NY

26 Business Cards Standard Version 1" 1/2" 7/8" Adam Smolyar Chief Marketing Officer Strategic Marketing & Communications p m f Broadway, Suite 1700, New York, NY Alternative Option 1 1" 1" 7/8" 7/8" Adam Smolyar Chief Marketing Officer Strategic Marketing & Communications adam.smolyar@jewishfederations.org p m f Broadway, Suite 1700, New York, NY Alternative Option 2 Adam Smolyar Chief Marketing Officer Strategic Marketing & Communications adam.smolyar@jewishfederations.org p m f Broadway, Suite 1700, New York, NY

27 Apparel T-shirt Mug Water bottle 27

28 Living the Brand: Examples from the Field Jewish Federation of Greater Houston Bumper Sticker Jewish Federation of San Diego County Online Ad 28

29 Jewish Federation of San Diego Brochure Jewish Federation of San Diego Website 29

30 Jewish Federation of Greater Hartford Website Jewish Federation of Greater Toronto Website 30

31 List of files available for download THE JEWISH FEDERATIONS OF NORTH AMERICA: Primary Logo JFNA_PRIMARY_ALL_R2.eps JFNA_PRIMARY_2C_R2.jpg JFNA_CENTERED_2C_R2.eps JFNA_CENTERED_2C_R2.jpg JFNA_HEBREW_ALL_R2.eps JFNA_MARK_ALL_R2.eps JFNA_MARK_2C_R2.jpg JFNA_limited_space.eps JFNA_limited_space.jpg Affinity Group Logos JFNA_AFF_LOJ2C_R2.jpg JFNA_AFF_YL2C_R2.jpg JFNA_AFF_NWP2C_R2.jpg JFNA_AFF_RC2C_R2.jpg JFNA_AFF_NFAA2C_R2.jpg primary logo in all acceptable color variations (CMYK) primary logo in 2 colors (RGB) centered logo in 2 colors (CMYK) centered logo in 2 colors (RGB) Hebrew logo in all acceptable color variations (CMYK) mark in all acceptable color variations (CMYK) mark in 2 colors (RGB) limited space logo in 2 colors (CMYK) limited space logo in 2 colors (RGB) Lion of Judah in 2 colors (RGB) Young Leadership in 2 colors (RGB) National Women's Philanthropy in 2 colors (RGB) Rabbinic Cabinet in 2 colors (RGB) National Federation Agency Alliance in 2 colors (RGB) Functional Group Logos JFNA_FG_Mandel_ALL_R2.eps Mandel Center in all color variations (CMYK) JFNA_FG_Mandel_2C_R2.jpg Mandel Center in 2 colors (RGB) JFNA_FG_Washington_ALLR2.eps Washington Office in all color variations (CMYK) JFNA_FG_Washington_2CR2.jpg Washington Office in 2 colors (RGB) JFNA_FG_Israel_ALL_R2.eps Israel Office in all color variations (CMYK) JFNA_FG_Israel_2C_R2.jpg Israel Office in 2 colors (RGB) Network Logo JFNA_NETWORK_ALL_R2.eps Partner/Agency Logo JFNA_partner_agency_R2.eps Network Logo in all color variations (CMYK) partner of, supported by, funded by in 2 color + black LOCAL FEDERATIONS Federation Logo FED_geography_2C_R2.eps FED_centered_geo_2C_R2.eps FED_foundation_2C_R2.eps FED_tagline_R2.eps Partner/Agency Logo FED_partner_agency_R2.eps Endorser FED_endorser_R2.eps FED_endorser_R2.jpg primary Local Federation logo in 2 colors (CMYK) centered version of the primary logo (CMYK) Federation and Foundation combo in 2 colors (CMYK) primary Local Federation logo + tagline in 2 colors (CMYK) parner/agency in 2 colors (CMYK) endorser in all acceptable colors (CMYK) endorser in black (RGB) Please go to to download these files, License Agreement and other branding tools. For custom logos and the fonts, please contact Hindy Gershman at hindy.gershman@jewishfederations.org. 31