United Way Centraide Brand Starter Kit. April 2011

United Way Centraide Brand Starter Kit April 2011

United Way Centraide Brand Starter Kit, April 2011 01 Table of Contents 02 Introduction 03 Our Brand Framework Brand Elements 22 Tagline 33 Language 33 Crafting Copy 34 Helpful Writing Rules The Brandmark 23 Call to Action Templates 05 United Way Centraide Master Brandmark 06 Vertical Brandmark 07 English and French Examples 08 Bilingual Brandmark Example 09 Bilingual Examples 10 Brandmark with Tagline 11 English, French and Bilingual Examples of the Brandmark with Tagline 12 Brandmark with Web Address 13 English, French and Bilingual Examples of the Brandmark with Web Address 14 Safety Zone and Minimum Size (Vertical) 15 Second Option - Horizontal Brandmark 16 English, French and Bilingual Examples of the Horizontal Brandmark 17 English and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address 18 French and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address 19 Safety Zone and Minimum Size (Horizontal) 20 Misuse of Brandmark 24 Web Addresses 25 Colour 25 Corporate Colours (Primary) 26 Corporate Colours (Secondary) 26 Print and Electronic Colour References 27 Typography 27 Primary Corporate Font 27 Secondary Corporate Font 28 Graphic Elements 28 Logo as Graphic 29 Secondary Graphics 30 Imagery 30 Photography 30 Principal Photography 31 Secondary Photography 32 Advertising Photography 36 Print 36 Business Card 37 Report Covers: Generic 38 Report Covers: Focus Area Specific 39 Screen 39 Email Signatures 40 Slide Presentation 41 Some Final Words

United Way Centraide Brand Starter Kit, April 2011 02 Introduction A New Brand Starts Here Several years ago United Ways Centraides across Canada came together to agree on a new mission: to improve lives and build community by engaging individuals and mobilizing collective action. We call this our community impact mission for short. United Ways Centraides across the country have been reorienting our work together since that time. We have been building on our strengths, to become a United Way Centraide Movement focussed on bringing about measurable and longterm change in communities across Canada. Now, in 2011, it is time to signal a change to Canadians, as we begin to unveil a new United Way Centraide. Our new brand introduces a consistent look and feel, tone and manner, and messaging. Our new tagline definitively brings out our role in leading, convening and participating in change, as we make a clear brand promise to Canadians: to create opportunities for a better life for everyone in our communities. This starter kit includes a new brand frame that s behind everything we do. It also includes some simple rules and guidelines to follow, to help create a consistent brand identity for United Ways Centraides across Canada. For the first time, our brand frame introduces three common areas of focus: from poverty to possibility; healthy people, strong communities; and all that kids can be. Our new tone is uplifting; our new focus areas capture the better outcomes we all want to achieve. We encourage you to start working with our new brand identity, and to let us know what you think. Keep in mind that this is just the start, as we grow into our new brand in 2011 and 2012.

United Way Centraide Brand Starter Kit, April 2011 03 Our Brand Framework We ve captured the key brand elements that create the essence of who we are, what we stand for and how we express it. Mission To improve lives and build community by engaging individuals and mobilizing collective action Values Demonstrate trust, integrity, respect, inclusivity, and transparency Energize and inspire volunteerism and volunteer leadership Endorse innovation, partnerships and collective action Provide non-partisan leadership Embrace diversity Brand promise Desired messaging Brand personality Create opportunities for a better life for everyone in our communities United Way Centraide inspires people to come together to make a lasting difference in our communities Caring Connected Collaborative Empowering Results-oriented Trustworthy Contemporary Focus areas From poverty to possibility Healthy people, strong communities All that kids can be Moving people out of poverty Meeting basic human needs (Ex: food, shelter, and jobs) Improving access to social and health-related support services Supporting resident and community engagement Supporting community integration and settlement Improving access to early childhood learning and development programs Helping kids do well at school and complete high school Making the healthy transition into adulthood and post-secondary education Strategies Tagline Call to action 1. Engage and mobilize community (dollars, influence, time, knowledge action) 2. Address underlying causes 3. Strengthen the network of services and capacity of non-profits and community 4. Influence public attitudes, systems and policy Change starts here. Give. Volunteer. Act.

The Brandmark

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 05 United Way Centraide Master Brandmark The new United Way Centraide master brandmark is made of three distinct elements: logo + logotype + registered trademark symbol. The original iconic United Way logo was created in 1972 by Saul Bass, depicting the helping hand cradling mankind, surrounded by a rainbow symbolizing hope. We ve taken great care to preserve the brandmark s iconic presence. We re still using red, but a slightly different one, and we ve updated the logotype. We chose a warmer and more modern font and colour to complement the round shape of the logo. The new logotype is a customized piece of artwork, created from the original font Avenir. Letters have been joined together to reflect the idea of unity. While we have created two different options vertical and horizontal for the brandmark, the vertical option is preferred. The logotype has been set off-centre not only to create a sense of movement, but also to give a more contemporary feel. The logotype should not be altered, and should not appear on its own. We have established a fixed size and space relationship between the different elements so that they can appear together without competing for attention. We have identified safety zone areas and minimum size standards. The resulting impression is clean, calm and uncluttered. Do not scan the brandmark from hard copy in order to use it on printed materials. Please go to unitedway.ca or contact United Way of Canada Centraide Canada to get an electronic version. French Brandmark Logo English Brandmark Registered Trademark Logotype

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 06 Vertical Brandmark The examples that follow demonstrate the different combinations of the United Way Centraide master brandmark, local identifier, tagline and/or Web address. The United Way Centraide brandmark must be accompanied by the local identifier when used by a local United Way Centraide in its geographic location. Here is an example of an English brandmark with Canada as the local identifier. Logo PMS 485 The distance from logo to logotype is indicated by the head of the human figure, in this case, 1½ heads tall. The distance from logotype to local identifier is indicated by the head of the human figure, in this case, 2½ heads tall. Logotype PMS 425 The local identifier and/or the addition of a tagline or Web address should not extend past the word United. The local identifier is rendered in the font Avenir Heavy 85 and is the only editable element in this example. Height is determined by the height (x-height) of the letter n in the logotype. Local identifier Black

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 07 English and French Examples Lloydminster & District North Okanagan/ Columbia & Shuswap Canada Sud-Ouest du Québec Abitibi Témiscamingue et Nord-du-Québec

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 08 Bilingual Brandmark Example Here is an example of a bilingual logo, with United Way, our English name, appearing first followed by Centraide, our French name. The English name should appear first when the supporting text is in English. Conversely, the French name should appear first when the supporting text is in French. The distance from logo to logotype is indicated by the head of the human figure, in this case, 1½ heads tall. The distance between the English and French logotype is indicated by the Registered Trademark symbol. The distance from logotype to local identifier is indicated by the head of the human figure, in this case, 2½ heads tall. Logo PMS 485 Logotype PMS 425 The local identifier and/or the addition of a tagline or Web address should not extend past the word United. The local identifier is rendered in the font Avenir Heavy 85 and is the only editable element in this example. Height is determined by the height (x-height) of the letter n in the logotype. Local identifier Black

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 09 Bilingual Examples Canada Windsor/Essex County Canada Prescott-Russell

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 10 Brandmark with Tagline Here is an example of a bilingual brandmark, English first, local identifier and bilingual tagline. The distance from logo to logotype is indicated by the head of the human figure, in this case, 1½ heads tall. Logo PMS 485 Logotype PMS 425 The distance between the English and French logotype is indicated by the Registered Trademark symbol. The distance from logotype to local identifier is indicated by the head of the human figure, in this case, 2½ heads tall. The local identifier and/or the addition of a tagline or Web address should not extend past the word United. The local identifier is rendered in the font Avenir Heavy 85 and is the only editable element in this example. Its height is determined by the height (x-height) of the letter n in the logotype. The distance between the local identifier and the tagline is 3 heads tall. The tagline is rendered in Avenir Black 95. Its x-height is determined by the head of the human figure, in this case, 2½ heads tall. The leading between the English and French taglines is based on 3½ heads from baseline to baseline. Tagline PMS 485 Local identifier Black

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 11 English, French and Bilingual Examples of the Brandmark with Tagline Lloydminster & District Change starts here. North Okanagan/ Columbia & Shuswap Change starts here. Canada Change starts here. L heure est au changement. Windsor/Essex County Change starts here. L heure est au changement. Canada L heure est au changement. Sud-Ouest du Québec L heure est au changement. Abitibi Témiscamingue et Nord-du-Québec L heure est au changement. Canada L heure est au changement. Change starts here. Prescott-Russell L heure est au changement. Change starts here. Lloydminster & District Change starts here. Windsor/Essex County Change starts here. L heure est au changement.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 12 Brandmark with Web Address Here is an example of an English brandmark with Canada as local identifier, tagline and Web address. Logo PMS 485 The distance from logo to the logotype is indicated by the head of the human figure, in this case, 1½ heads tall. The distance between the logotype and the local identifier is 2½ heads tall. Logotype PMS 425 The local identifier and/or the addition of a tagline or Web address should not extend past the word United. The local identifier is rendered in the font Avenir Heavy 85 and is the only editable element in this example. Its height is determined by the height (x-height) of the letter n in the logotype. The distance between the local identifier and the tagline is 3 heads tall. The tagline is rendered in Avenir Black 95. Its x-height is determined by the head of the human figure, in this case, 2½ heads tall. Local identifier Black Tagline PMS 485 Web address Black The Web address is rendered in Avenir Roman 55. Its x-height is determined by the height of the lowercase letter h in the tagline.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 13 English, French and Bilingual Examples of the Brandmark with Web Address Canada centraide.ca Canada L heure est au changement. centraide.ca

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 14 Safety Zone and Minimum Size (Vertical) Safety Zone It is important that the logo never feels congested, and that it has a sense of openness. For that reason, we always keep clear space around the logo. No other elements, such as typography, pictures, partner logos, art or borders, can appear in the safety zone. Minimum Size The logo can never be smaller than 3/8 for print or 27 pixels for screen. This standard holds true for all vertical brandmark examples. The safety zone is equal to the width and height of the logo. This standard holds true for all vertical brandmark examples. Minimum 3/8 in width for print. Safety Zone Canada Minimum 27 pixels in width for screen.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 15 Second Option - Horizontal Brandmark We created a horizontal version of the brandmark for those occasions when you need a more compact shape for your layout, or space is at a premium. However, the vertical logo is the preferred configuration and should be used whenever possible. The examples presented on the following pages can be used when required. The local identifier, tagline or Web address can be added when needed. Here is an example of an English brandmark with Canada as local identifier, tagline and Web address. Logo PMS 485 The distance from logo to logotype is indicated by the letter U from the logotype. Logotype PMS 425 The local identifier and/or the addition of a tagline or Web address should not extend past the word United. Local identifier Black The distance between the logotype and the local identifier is 2½ heads tall. Tagline PMS 485 The local identifier is rendered in Avenir Heavy 85 and is the only editable element in this example. Its height is determined by the height (x-height) of the letter n in the logotype. Web address Black The distance between the local identifier and the tagline is 3 heads tall. The distance between the tagline and the Web address is 2 heads tall. The tagline is rendered in the font Avenir Black 95. Its x-height is determined by the head of the human figure, in this case, 2½ heads tall. The Web address is rendered in Avenir Roman 55. Its height (x-height) is determined by the height of the lowercase letter h in the tagline.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 16 English, French and Bilingual Examples of the Horizontal Brandmark Lloydminster & District North Okanagan/ Columbia & Shuswap Sud-Ouest du Québec Abitibi Témiscamingue et Nord-du-Québec Windsor/Essex County Prescott-Russell

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 17 English and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address Lloydminster & District Change starts here. Windsor/Essex County Change starts here. L heure est au changement. North Okanagan/ Columbia & Shuswap Change starts here.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 18 French and Bilingual Examples of the Horizontal Brandmark with Tagline and Web Address Sud-Ouest du Québec L heure est au changement. Prescott-Russell L heure est au changement. Change starts here. Abitibi Témiscamingue et Nord-du-Québec L heure est au changement.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 19 Safety Zone and Minimum Size (Horizontal) Safety Zone The safety zone is equal to the width and height of the logo. This standard holds true for all horizontal brandmark examples. Minimum Size The logo can never be smaller than 3/8 for print or 27 pixels for screen. This standard holds true for all horizontal brandmark examples. Minimum 3/8 in width for print. Safety Zone Minimum 27 pixels in width for screen.

United Way Centraide Brand Starter Kit, April 2011 The Brandmark 20 Misuse of Brandmark Below are examples of misuse of the corporate brandmark. Do not move the location of the locator/identifier. Do not move or try to center the logo. Do not alter the logotype. Once you ve started using our new brandmark, do not use the previous version. Do not alter the tagline or its placement. Do not change any of the typefaces. Do not use an isolated element of the logo. Do not place other logos or elements within the safety zone. Canada Change starts here. Do not alter the colour of the logotype. Do not use a focus area colour in the brandmark. Do not tint or screen the brandmark. Do not place brandmark on a busy background.

Brand Elements

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 22 Tagline Our tagline is Change starts here. in English, and L heure est au changement. in French. Always use these three important words exactly as they appear here, without changing the order, or adding or substituting other words. As you ve seen, the tagline should appear along with the brandmark. You can, however, choose to use it on its own, if it will help you make a bigger impact - on signage or banners for example. The tagline font is Avenir Black 95. Avoid altering the letter spacing, weight or letter case in any way. The tagline colour is PMS 485. Depending on the application, it can appear reversed out (as shown below).

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 23 Call to Action The United Way Centraide call to action is Give. Volunteer. Act. in English and Donnez. Devenez bénévole. Agissez. in French. These words must always appear in the order presented below. The font used for the call to action is Avenir Roman 55. Its integrity (i.e. letter spacing and weight) must not be altered or stretched in any way. Usage It should also appear separate from the master brandmark and tagline, because it is a standalone message. Where and when you use it depends on the application and available space. Be careful not to clutter the page with too many elements or confuse the messaging. Depending on the application and requirements these words can be used individually but must follow the guidelines. Colour The call to action can appear in PMS 485, PMS 425, Black or reversed out. Depending on the application it can appear in any of the secondary colours, solid or screen, when referring to the individual focus areas.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 24 Web Addresses We re introducing a national standard for our Web addresses (or urls): identifier.unitedway.ca in English and identifier.centraide.ca in French. While it may take a while to get up and running, our new standard will make it easier for Canadians to find us on the Web, regardless of where they work or live. Here are some rules to follow: The Web address should always appear in Avenir font, and should appear on all communication materials. If required, it can be reversed out of an image or background. The local identifier on the Web should be descriptive, easy to understand, and as short as possible. Example: toronto.unitedway.ca is preferable to gta.unitedway.ca or greatertorontoarea.unitedway.ca. It is brief, and clear.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 25 Colour Corporate Colours (Primary) The United Way Centraide brandmark is one of the most recognized identities in Canada. To modernize it and enhance its human aspect, we ve adopted a new red (PMS 485) for the logo and a warm grey (PMS 425) for the logotype. The dark grey tone, as opposed to black, works particularly well on the Internet. Depending on usage and/or printing application, the grey PMS 425 can also be reproduced as a 77% screen of black. PMS 485 Coated C 0 M 95 Y 100 K 0 Uncoated C 0 M 73 Y 93 K 1 R 218 G 41 B 28 HTML DA291C Unless you are using the all-black or knock-out version of the logo, the brandmark elements must always appear in these colours. Red and grey should never be switched or altered, and must be used consistently across all communication materials. PMS 425 Coated C 0 M 0 Y 0 K 77 Uncoated C 0 M 0 Y 0 K 77 R 112 G 115 B 114 HTML 54585A PMS Process Black C 0 M 0 Y 0 K 100 R 44 G 42 B 41 HTML 2C2A29

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 26 Corporate Colours (Secondary) An important part of establishing a brand is creating a colour palette and using it consistently. United Way Centraide s secondary colour palette comprises three bright and optimistic colour families. We have assigned a colour family to each of our three focus areas (as seen on the right). Use the assigned colour families when you are talking about or showing focus areas in your communications. You may also use these colours to complement our primary colour palette. As well, you can use shades of grey to create interest and depth in your design, but use them sparingly to maintain an optimistic look and feel. Print and Electronic Colour References When PANTONE colours cannot be used, a close match can be achieved using CMYK process colours. For best results when reproducing the colours for print, use a line-screen of no less than 175. This will ensure true, clean reproduction and prevent the grey from looking like a screen. The colours shown throughout this guide are based on the latest PANTONE colours. Consult the current PANTONE Colour Formula Guide for accurate colour. PANTONE is the property of Pantone, Inc. From poverty to possibility Blue colour family: stable, secure, and calm PMS 285 Coated C 90 M 48 Y 0 K 0 Uncoated C 70 M 30 Y 0 K 0 R 0 G 114 B 206 HTML 0072CE PMS 369 Coated C 68 M 0 Y 100 K 0 Uncoated C 55 M 0 Y 92 K 3 R 100 G 167 B 11 HTML 64A70B PMS 298 Coated C 67 M 2 Y 0 K 0 Uncoated C 53 M 2 Y 1 K 0 R 65 G 182 B 230 HTML 41B6E6 Healthy people, strong communities Green colour family: supportive, grounded and nurturing PMS 390 Coated C 27 M 0 Y 100 K 3 Uncoated C 28 M 0 Y 99 K 13 R 181 G 189 B 0 HTML B5BD00 PMS 271 Coated C 49 M 44 Y 0 K 0 Uncoated C 38 M 35 Y 0 K 0 R 149 G 149 B 210 HTML 9595D2 PMS 613 Coated C 8 M 11 Y 100 K 28 Uncoated C 8 M 7 Y 97 K 24 R 179 G 155 B 0 HTML B39B00 All that kids can be Yellow colour family: energetic, playful and optimistic PMS 166 Coated C 0 M 76 Y 100 K 0 Uncoated C 0 M 57 Y 84 K 2 R 227 G 82 B 5 HTML E35205 PMS 124 Coated C 0 M 30 Y 100 K 0 Uncoated C 2 M 30 Y 98 K 8 R 234 G 170 B 0 HTML EAAA00 PMS 138 Coated C 0 M 52 Y 100 K 0 Uncoated C 2 M 39 Y 96 K 7 R 222 G 124 B 0 HTML DE7C00

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 27 Typography The foundation of the brand program is the font family. We ve chosen Avenir and Garamond. Only these fonts should be used for United Way Centraide communication materials, as described. Using other fonts will confuse the brand. Primary Corporate Font Avenir is our principal font, flexible enough to be used for headings and short copy. We chose it because it complements the organic nature of the United Way Centraide logo. Avenir is a highly legible, elegant sans serif font. It has a large family offering many weights. Be careful not to stretch or alter the integrity of the font. For screen applications such as email, slide presentations and the Web, use Arial. Arial may also be used as a back-up font to Avenir in short copy in those instances when Avenir is not available. Arial may never be used in the brandmark. On the top right is an example of the alphabet in uppercase and lowercase Avenir Roman 55. Secondary Corporate Font Our secondary font, Garamond, will complement and create a contrast with Avenir. Its fluidity makes it among the most legible and readable serif typefaces in use today. Garamond has a nice range of weights providing plenty of layout options. It should be used almost exclusively for long body copy. Use these guidelines when producing print materials: Body text should be set no larger than 14 points and never smaller than 9 points. Bold typefaces should be used to show emphasis on special or important information within body copy. Underlines should be reserved for indicating hyperlinks. On the right is an example of the alphabet in uppercase and lowercase Garamond. Avenir Black 95 Uu Ww Avenir Light 35 Avenir Roman 55 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Bold Uu Ww Adobe Garamond Pro Regular Adobe Garamond Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 28 Graphic Elements Logo as Graphic The United Way - Centraide brandmark is made up of three distinct elements: logo + logotype + registered trademark symbol. The logotype can never appear in any form other than in its relationship with the logo, therefore it can never be used in isolation as a graphic or watermark. However, the logo can be used as a graphic element in a design. The logo is made up of three graphic elements: a rainbow, a hand and a human figure. These elements can be used individually as graphics, icons or background treatments to enhance a layout or communicate an idea. They can appear in a diagram, as a watermark, pattern or background visual. They can be screened or knocked out of a background or image, but these three elements should never be joined together in any way other than how they appear in the official logo. They can only appear in red PMS 485 or black. rainbow hand human figure

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 29 Secondary Graphics Sometimes you ll want to use diagrams, graphs, image boxes or text boxes. For this purpose, we ve created a family of secondary graphics and geometric shapes. The shapes echo the round, smooth nature of the United Way Centraide logo. Use rounded text boxes and circles, and avoid hard edges and sharp corners. Example of secondary graphics. The stylized box ( bump box ) with its distinctive shape creates brand ownership and extends the brand s visual personality. Based on the profile of the hand in the logo, this shape can be used as a graphic or to house images or text. All these shapes can appear in any of the corporate colours. Example of bump box styles.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 30 Imagery Photography Our values are reflected in the images we present, so they should communicate the diversity and energy of United Way Centraide. Here are some guidelines: Whenever possible, use photography showing your community, rather than stock photos. Use images that show a wide cross-section of Canadian society, and real-life people, emotions and situations. We need to be mindful to reflect diversity in race, gender and ethnicity, and to avoid stereotyping. Images should convey a sense of caring, empowerment, inclusiveness, and community people coming together to make change. Images should feel observational and spontaneous rather than staged or orchestrated. Principal Photography Whenever you can, use photos of real people in a group setting, actively engaged in doing something together. Pay special attention to the following: Lighting and exposure: try to ensure that the images are light and not too dark as they will fill in when reproduced. Cropping and composition. Cohesiveness: when using images from different sources try to make sure that they all feel the same. Otherwise the finished piece will appear disjointed and unprofessional. Be mindful of resolution and watch file size to ensure that the image can be scaled up if required. Ensure necessary permissions have been secured. People should be the focal point of the photography. The photograph should be relevant and add value to the communication. You can use both colour and black and white photography. We do not recommend using duotone images and illustration. Images used in printed materials should be reproduced at print quality: 300 dpi.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 31 Secondary Photography While we want to use people in photos as much as possible, you can use photos without people if you have to because of budget, time or availability. However, these types of images should only be used as backgrounds for internal communications. When creating communications for the public, use people in your imagery. Photographs convey emotions, atmosphere and engage the audience. Take time to find appropriate, professionallooking photography. Choose an image that shows a setting or situation that is powerful enough to tell the story without showing people. Look beyond the straightforward and typical to find a more inspirational perspective. Consider detail or unusual angles to increase impact and create effective communications. Images can be reproduced in full colour and black and white. Only use images reproduced at print quality: 300 dpi.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 32 Advertising Photography We have developed an easy-to-apply graphic style that involves saturating and desaturing an image (see example below). This stylistic treatment not only helps our advertising stand out. It is also a metaphor for how United Way Centraide enhances the big picture. It should only be used with colour images. Because this treatment requires some skill in Photoshop, you can use a professional photograph without this treatment if you need to. When applying the brandmark over an image or graphic be sure that it is clear and legible. Place it over a white or lighter area of the image for the best impact. If this is not possible, you can use the knocked-out (reversed, in white only) brandmark over the image. Do not alter the colours of the brandmark to suit an image. When full-bleed photography is being used often in communications pieces, if you need to you can opt to use a version of the brandmark with a red logo and all black logotype as a back-up option to the knocked-out brandmark. This version of the logo should never be used in any other situation. Do not alter the colours of the brandmark to suit an image. Example of untreated image for local advertising. Example of treated image for national advertising. Example of black and white image.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 33 Language Crafting Copy We thought it would be helpful to take apart some copy that we wrote as part of creating the new brand, to show you an example of our tone and how it lives in words and ideas. (headline) The headline should be short, to the point and in an active voice. (body copy) Lots of active verbs here, and simple actions. Our role is clear and described in an evocative way, while avoiding jargon and terminology. We tie this story back to our mission, as reflected through our tagline, and show the actions communities take that make change. And we end by re-stating our role in the process. A community grows here. A neighbourhood association dug a community garden. Donors gave seed money. Local nutrition programs offered healthy eating courses. United Way Centraide? We helped plant the idea with partners and residents, then carefully tended this proud new source of local food. That s how change got started in communities across Canada. People coming together to think, plan, work, teach, build and give. Through United Way Centraide.

United Way Centraide Brand Starter Kit, April 2011 Brand Elements 34 Helpful Writing Rules Avoid jargon and insider language. The same goes for tools like our strategies, which, while impressive, are not written for public consumption. Use the active voice: we held a meeting is simply quicker and more energetic than a meeting was organized. Be brief: use short, punchy sentences and paragraphs. We re confident and knowledgeable in what we re doing, so we shouldn t need a lot of words to explain it. For example, the perfect radio commercial is just 80 words. That s all you need to get someone s attention, make a point, and leave them thinking. Be friendly: we and us are direct and personal, so use them often. Most important, try to use you a lot, because people want to feel like they re in a conversation with another person. People scan: especially on the Web, so be concise online. Use short paragraphs. Want to ask a question instead of making a statement? Go ahead. Questions involve people, and let you set up many different answers, since there s never just one. The word cloud (on the right) shows examples of simple, positive words that evoke the personality and promise of our brand. While they are by no means mandatory, they create a sense of community in action that underlies all we do. give all healthy potential we opportunities possibility results independence everyone we change build help here everyone kids give volunteer independence people kids healthy community access engagement you teach jobs we local jobs respect we independence local us united partner impact improve local us future improve jobs together community together kids access improve future partner opportunities kids lasting local act better help us share engagement you all healthy improve here build needs work healthy people potential us

Templates

United Way Centraide Brand Starter Kit, April 2011 Templates 36 Print Business Card Business card examples at 75% of actual size. Editable templates are available for personalizing and formatting from United Way of Canada Centraide Canada. Example of both English and French single-sided cards. Example of an English double-sided card. Example of a bilingual double-sided card.

United Way Centraide Brand Starter Kit, April 2011 Templates 37 Report Covers: Generic Visual consistency across publications will help us to communicate the personality of our organization while building recognition of our brand. Reports are 8.5 x 11 in size. Covers should have a logo and call to action, title, sub-title, author and date. All text information should be rendered in different weights and sizes of Avenir. Below are cover examples featuring the following treatments: one image, two images, and without an image. Do not alter or tamper with the position of these elements, and always maintain plenty of white space. Editable electronic templates are available from United Way of Canada Centraide Canada.

United Way Centraide Brand Starter Kit, April 2011 Templates 38 Report Covers: Focus Area Specific The same design and layout of the generic covers can be used for any one of the three focus areas (see examples below). To use photography within a focus area specific cover refer to the generic cover guidelines, but remember to maintain the coloured tab system as in the examples below.

United Way Centraide Brand Starter Kit, April 2011 Templates 39 Screen Email Signatures Here are two ways to put together email signatures for your United Way Centraide: with the brandmark or without. You can use either one. Follow the exact layouts below.

United Way Centraide Brand Starter Kit, April 2011 Templates 40 Slide Presentation Slide presentations are created to highlight and reinforce key points. Bold layouts featuring limited large text, callouts, bright graphics and images work best to enliven your presentation. Some key things to remember when building your presentation: Put a header bar at the top of each slide, housing the logo at the top right corner. You can display the tagline, call to action or a focus area in the header bar, but they should not all appear in the same bar. The header bar can act as a tab system to separate sections if desired, specifically by focus area. Keep the type in these tabs small so they don t distract from the main content. Use minimal text, large images/diagrams and lots of white space. Use Arial font. Editable templates are available for personalizing and formatting from United Way of Canada Centraide Canada.

United Way Centraide Brand Starter Kit, April 2011 41 Some Final Words We hope you ve found confidence and inspiration in these pages, and the guidance you need as you begin to work with the elements of our new brand. One last thing to help you on your way this quick reference for guidelines and suggestions: Using the brandmark Use the vertical version of the brandmark whenever possible. Always keep a clear space around the brandmark. It s best to use the knocked-out version against a dark or patterned background. Only use the logotype (United Way Centraide) with the logo. Working with colours Use colour sparingly for effect. Only use the right red and grey for the brandmark. Use secondary colours for focus areas and to complement primary colour palette. Using typography Keep body text between 9 and 14 points. Use bold type for emphasis. Use underlines for hyperlinks. Be careful not to stretch or alter the font. Using graphics Use rounded text boxes and circles. Avoid hard edges and sharp corners. The hand, rainbow and person should only be joined together as the logo. Choosing photography Wherever possible, show real people in a group setting actively doing something together. Make sure your photos feel similar, like they come from the same source. Keep an eye on resolution and file size so you can change the image size to meet your needs. Working with words Use the active voice. It s quick and direct. Be brief, especially when writing for the Web. Be friendly, so your audience feels included.