Visual Identity Guide for Local Chapters

Visual Identity Guide for Local Chapters

Table of Contents Introduction............................................. 1 The Eat Smart, Move More SC Brand....................... 1 Vision, Mission, Elevator Speech........................... 1 Eat Smart, Move More Local Chapters...................... 1 Preferred Style Guide.................................... 2 Visual Identity............................................ 2 Why the Logo is Important................................ 2 The Logo............................................. 3 Logo Standards........................................ 3 Correct............................................. 4 Incorrect............................................ 4 Minimum Size....................................... 4 Color and Background Color............................ 5 Improper Usage of the Logo............................ 5 Typographical References................................ 7 Contact Information....................................... 7 No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise (with exception of short quotes for the purpose of review), without the prior permission of the publisher. Request for permission to make copies of any part of this book or related materials, contact: Permission, Steele Thomas LLC, 803.665.6818 or athomas@steelethomas.

INTRODUCTION Eat Smart, Move More SC is a statewide movement to reverse the rising tide of obesity and chronic disease by helping South Carolinians eat smart, move more and achieve a healthy lifestyle. The Eat Smart, Move More SC Brand The Eat Smart, Move More SC brand is one of our most important assets. It should be placed on everything that our customers touch or see. A strong brand sets Eat Smart, Move More SC apart. These guidelines have been put in place to assure brand consistency. Consistency sends a strong, positive message. A brand is more than a name or symbol, it is the visual banner under which the message is presented. Vision The vision of Eat Smart, Move More SC is to have a South Carolina in which healthy eating and active living are the pillars of healthy lifestyles in healthy communities. Mission The mission of Eat Smart, Move More SC is to coordinate collaborative and sustainable efforts to support healthy eating and active living where South Carolinians live, learn, work, play and pray. Elevator Speech Eat Smart, Move More SC is a statewide partnership working to create and promote communities that support healthy eating and active living. We work to make the healthiest choice the easiest choice through advocacy, communication, training and implementation. Key Priorities Advocacy Champion and advance local and statewide legislation, policy and funding that enhance healthy eating and active living. Communication Create public awareness of healthy eating and active living. Training Strengthen and sustain the capacity and infrastructure to address healthy eating and active living. Implementation Guide and support the use of best and promising practices to address healthy eating and active living. Eat Smart, Move More Local Chapters Eat Smart, Move More Local Chapters are organizations whose missions, visions and priorities are the same or aligned with those of Eat Smart, Move More SC. All Eat Smart, Move More Local Chapter communications should be consistent with and uphold the integrity of the Eat Smart, Move More SC brand. This Visual Identity Guide for Local Chapters has been created to help ensure consistency and strength of message and brand. 1

Preferred Style Guide The preferred style for verbal communications of Eat Smart, Move More SC is the Associated Press (AP) Style. The preferred style guide of most journalists and public relations experts, the AP Stylebook is widely used and contains guidelines for grammar and punctuation. View the online AP Style Guide at www.apstylebook.com. All verbal communications, whether print or electronic, internal or external, represent the Eat Smart, Move More Local Chapter brand. By using to AP style, you help to ensure the message is presented consistently, accurately and effectively. VISUAL IDENTITY The Eat Smart, Move More Local Chapter logo is now ready to be used as a tool to create brand awareness in your area for multi-level change in homes, preschools, schools, communities, faith organizations, health care, workplaces as well as statewide. A strong identity program forms the base from which all communications flow, and solidifies our impact as a significant and credible movement. It is instrumental in building heightened awareness, a strong image and positive growth. The Eat Smart, Move More Local Chapter identity involves all the communications with all the people who influence the Eat Smart, Move More Local Chapter movement. It must be consistent in all forms of communication, including literature, public relations, presentations, newsletters, correspondence and advertising. The careful use of this Communications Guide ensures the Eat Smart, Move More Local Chapter identity will be presented clearly and consistently. Why The Logo Is Important The corporate logo is the official identifying mark for a company. It is the single most visible and recognizable element of its overall brand image. Correct and consistent usage will preserve this identity from a branding and a legal standpoint. Every point of contact must be on-brand, and every individual working with Eat Smart, Move More Local Chapter should be charged with the responsibility of knowing what that means. 2

The Logo The Eat Smart, Move More Local Chapter logo consists of a blue state of South Carolina with a green apple coming up behind the state and a green figure on the front of the state. The logo must always be used as indicated below. At no time should the logo be altered, redrawn or rearranged. Also, no alterations are to be made to the proportion, placement or spacing of the elements. The Eat Smart, Move More Local Chapter logo is a carefully designed combination of elements the mark and signature. The mark and signature must always be used in combination. No attempt should be made to alter or recreate these elements in any way. Logo Standards Use the logo only in its complete form. It must be consistent in all forms of communication, including literature, public relations, presentations, newsletters, correspondence and advertising. The logo may not be modified in any way except that it may be proportionally reduced or enlarged in size to fit the space available, as long as it meets the standard for minimum size. It is unacceptable to distort the logo in any way. Use only the master electronic artwork files. Use the logo only as it appears in the file. Do not reproduce the logo from faxed or photocopied images. Do not scan the logo. Do not try to recreate the logo yourself. Do not try to integrate the logo into a body of text. Do not combine the logo with another symbol, logo, or artwork. Do not attach the logo to any product or program that has not been approved by Eat Smart, Move More SC. Limit the logo s use to one per page or viewing surface. A logo is a signature, not a headline. Refer to the samples on the following pages for correct and incorrect usage. Surrounding Area Maintain a clean and uncluttered space around the logo, which maximizes the visual impact of the brand. Maintain 1/2" of uncluttered white space around the logo at all times. This area must be free of any text, wordings, slogans, organizational names or design elements, illustration, background, decoration or graphic treatment. 3

Correct Text text text text text text text text Text text text Leaving 1/2 inch or more of white space Text text text text text text text text Incorrect Text text text text text text text text Text text text Too cluttered! Text text text text text text text text Minimum Size The minimum size for the logo shall be.75 inches wide for print or 125 pixels wide screen or monitor. 4

Color and Background Color The Eat Smart, Move More Local Chapter logo can be reproduced in a two-color process build. When using four-color process or Photoshop, refer to the two PMS colors as the standard. For a flat version, refer to the universal Pantone Matching Systems (PMS) for accurate color reproduction. The PMS colors are: Green PMS 583 and Blue PMS 661. Do not recreate the logo colors other than what has been specified. When the Eat Smart, Move More Local Chapter logo is placed on a background, a black or white background is preferred. Do not enclose the Eat Smart, Move More Local Chapter logo within any other shapes or borders. Improper Usage of the Logo Do not rotate, redraw, re-proportion, reproduce three-dimensionally, or otherwise alter or distort the logo or its element in any way. This logo is re-proportioned. Do not put a drop shadow on the logo. Do not put a glow around the logo. 5

Do not use any bevel effects of Photoshop filters on the logo. Do not add a border around the logo. Do not combine the logo with other elements such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark. STAY HEALTHY Incorrect Correct Do not translate elements of the logo into another language or change them into another character set. Do not place the logo on a patterned background, which makes it difficult to read. 6

Do not use the Eat Smart, Move More Local Chapter logo for any commercial purpose. The logo cannot be used to promote stores, products, services or sponsors selling their products. Typographical references to Eat Smart, Move More Local Chapter Do not incorporate the logo in a body of text. Do not use abbreviations or acronyms such as ESMMLC to refer to Eat Smart, Move More Local Chapter except in internal communications such as e-mails among staff. When mentioning Eat Smart, Move More SC, please include the Web site address www.eatsmartmovemoresc.org Please feel free to include a statement such as If you would like more information on the Eat Smart, Move More SC, please visit our Web site at www.eatsmartmovemoresc.org or call 803-941-7050. CONTACT INFORMATION Thank you for your cooperation. If you have questions about the Eat Smart, Move More SC visual identity, please contact Amy Splittgerber, Partnership Coordinator for Eat Smart, Move More SC at amy@eatsmartmovemoresc.org or 803-941-7050. 7