THE STRENGTH OF A PEOPLE. THE POWER OF C

THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Brand Standards Guide Third Edition, 2012 JewishFederations.org jfederations @jfederations 1

Contents I our BRAND a. Primary Logo 4 b. Color and Typeface 5 c. Minimum Size, Limited Space, Clear Space 6 d. Incorrect Usage 7 e. The Mark 8 f. Centered Logo 9 g. Hebrew Logo 10 h. The Tagline 11 i. Using the Tagline as an Independent Element 12 II brand architechture a. Affinity Group Logo 14 b. Functional Group Logo 15 c. Network Logo 16 d. Partner/Agency Logo 17 III Local Federation a. Federation Logo 19 b. Using the Continental Tagline 20 c. Use of a Tagline 21 d. Local Federation & Foundation Logo 22 e. Endorser Logo IV full Color Palette and Typography 25-26 VI Templates and Examples 28-33

Our Brand of North America represents 155 Jewish Federations and 300 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 of North America is much more than just a logo. It is the strength of a people. The power of community. 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

Primary Logo Full name Divide Trademark symbol Mark Logotype The logo is the cornerstone of the brand. It is the face of 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. Mark and Logotype The core elements of the logo are the mark and 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 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 www.fedcentral.org/branding/logos. File Formats eps: all professionally printed applications jpeg: desktop publishing programs gif: online usage (All logo files can be found on www.fedcentral.org) 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

Color & Typeface Preferred 100% PMS 2995C/100% PMS 302C Acceptable 40% PMS 302C/ 100% PMS 302C 100% White/100% 2995C Limited 100% Black 100% White ABCDEFGHIJKLMNOPQRSTUVWYZ abcdeffghijklmnopqrstuvwxyz Baskerville MT Std Regular 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.25. Typeface The typefaces (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 on request from Hindy.Gershman@JewishFederations.org. A full list of corporate fonts is available on p.26. 5

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

Incorrect Usage 1. 6. The Jewish Federation 2. 7. 3. 8. 4. 9. 5. 10. 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

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 color reproduction is the same as for the primary logo. (See p.5) 8

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 than 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

Hebrew Logo Primary Hebrew Logo Clear Space and Alignment.75" of NorTH AMErICA Centered Hebrew Logo Limited Space Hebrew Logo,are.m;pgxibonklfhyjzuvsdct 1234567890( )[ ]{ }?/`-=' 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

The Tagline THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. For print and web applications THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Alternate option for print and web applications For limited space in print and web applications You may choose to use the tagline as part of the logo lock-up. Depending on the space available, you may choose between any of these treatments. 11

Using the Tagline as an independent element 1. THE STRENGTH OF A PEOPLE. 2. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. THE POWER OF COMMUNITY. 3. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. 4. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. 5. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. 6. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. When the tagline is used as an independent element such as a headline, call out or in a format that works best for your messaging, you must keep the font and color palette consistent with this style guideline. You may adjust the size and thickness of the letters as needed. 12

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. 13

Affinity Group Logo Vertical Line National Young Leadership THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Lion of Judah THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Tagline Affinity National Primary Logo THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Women s Philanthropy Lion of Judah THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Lion of Judah National Young Leadership Lion of Judah Rabbinic Cabinet THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Rabbinic Cabinet National Young Leadership National Young Rabbinic Leadership Cabinet THE STRENGTH OF A PEOPLE. THE THE POWER STRENGTH OF COMMUNITY. OF A PEOPLE. THE POWER OF COMMUNITY. THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. National Women's Philanthropy National Women s Philanthropy THE STRENGTH OF A PEOPLE. THE THE STRENGTH POWER OF OF COMMUNITY. A PEOPLE. THE POWER OF COMMUNITY. National Federation/Agency Alliance National Federation/Agency Alliance THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Secure Community Network An affinity is a segment of your donor population that you have targeted with programming and other THE STRENGTH OF A PEOPLE. fundraising tactics. THE POWER OF COMMUNITY. The Affinity Group Logo consists of the primary signature, the name and/or symbol describing the group on the right, a vertical line that separates them, and our tagline, also separated by another vertical line. The Affinity name and/or symbol should not be used on its own as a logo. The name of the group should be centered between both vertical lines and depending on the length of your group name, you may extend the width between the vertical lines so the height of the letters are consistent with the tagline. Your group name 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.) 14

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 pp.5-6.) 15

Network Logo Vertical Line The Network of Independent Communities Primary Logo Network 2" The Network of Independent Communities The Network of Independent Communities Clear Space Minimum Size The Network of Independent Communities acts as an action arm for Jewish values around the world, linking 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.) 16

Partner/Agency Logo Relationship 2 color black Vertical line Partner Agency of Partner Agency of Logotype Mark Partner Agency of Supported by 2 color black white Partner Agency of 1" Partner Agencies of Supported by Partner of Clear SpaceSupported by Funded by Supported Minimum by Size Supported by 2 color OF NORTH black white AMERICA 2 color black white Funded by Funded by Partner Agency of The Jewish outlined Federations Partner Funded of by Partner Funded of by The The Jewish Jewish Federations Federations The The Jewish Jewish Federations Federations OF NORTH OF NORTH AMERICA AMERICA OF NORTH OF NORTH AMERICA AMERICA Partner Agency of Supported by Partner of outlined outlined Example 1 Supported by Funded by Example 3 Funded by Supported by Example 2 Supported by Funded by Funded by Supported by Supported by Funded by Funded by outlined 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 represent the various relationships that exist with our partners and/or agencies. The logo may be reproduced as shown or in either black or white. 17

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, tagline, 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 18

Local Federation Logo Full name Trademark symbol Location 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. 19

Using the Continental Tagline Sample applications of tagline to Federation logos. Jewish Federation of CLEVELAND THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. Jewish Federation of CLEVELAND THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. Augusta Jewish Federation THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. Augusta Jewish Federation THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. Tampa JEWISH COMMUNITY CENTER & FEDERATION THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Tampa JEWISH COMMUNITY CENTER & FEDERATION THE STRENGTH of A PEoPLE. THE POWER of CoMMuNITy. You have the option to use the tagline either as part of your logo and Federation lock-up or as an independent headline, call-out, or in another format that works best for your message. 20

Use of a Tagline Y Y Y THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Your Federation Tagline Goes Here. Example using your Federation Tagline Example using your Federation Tagline centered in bounding box 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. If you choose to use your Federation tagline, it is best when your tagline is short enough to fit on one line underneath the logo. You may bold certain words in your tagline if desired. It is preferred that you also use the Gotham font and the approved color palette. 21

Local Federation & Foundation Logo Example 1 Example 2 Example 3 Relationships between Federations and Foundations vary from community to community, and your logo should accurately reflect the relationship. 22

Endorser Logo Relationship Centered Logo MEMBER OF of North America Bounding box 130 pixels.75" MEMBER OF of North America MEMBER OF of North America MEMBER OF of North America MEMBER OF of North America MEMBER OF of North America MEMBER OF of North America Minimum Size for Web Example 1 Minimum Size for Print 1 Color 100% PMS 2995C 100% PMS 302C Black and White 100% Black MEMBER OF of North America MEMBER OF of North America MEMBER OF of North America of North America Member of Example 1 Example 2 Example 3 Example 4 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). 23

Full Color Palette and Typography 24

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: 11c, 100m, 70y, 2k RGB: 211r, 18g, 69b PMS: 219C CMYK: 1c, 88m, 0y, 0k RGB: 235r, 68g, 152b PMS: 268C CMYK: 85c, 99m, 10y, 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. 25

Fonts Baskerville (MT Std) Regular ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ) Baskerville (MT Std) Bold ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ) Gotham Book ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() Gotham Narrow Book ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() Gotham Medium ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() Gotham Narrow Medium ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqr stuvwxyz 1234567890!@#$%^&*() Online Arial ABCDEFGHIJKLM NOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Script Bickham Script Pro ABC DE F GHIJKLM N OPQRSTU VW YZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() 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. 26

Templates and Application Examples 27

Stationery Letterhead/ Envelope Letterhead 5 /8" 5 1 /8" 2 3 /4" 5 /8" 5 /8" 5 /8" 1 1 /2" 2 3 /8" 1 1 /8" 1 1 /8" 2 3 /8" 2 3 /8" Envelope 1/4" 1/4" 25 Broadway, Suite 1700 New York, NY 10004-1010 28

Business Cards THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Adam Smolyar Chief Marketing Officer Strategic Marketing & Communications adam.smolyar@jewishfederations.org p 212.284.6505 m 917.284.6505 f 212.271.6779 jfederations @jfederations JewishFederations.org 25 Broadway, Suite 1700 New York, NY 10004 Alternative Option 1 THE STRENGTH OF A PEOPLE. THE POWER OF COMMUNITY. Adam Smolyar Chief Marketing Officer Strategic Marketing & Communications JewishFederations.org jfederations @jfederations adam.smolyar@jewishfederations.org p 212.284.6505 m 917.284.6505 f 212.271.6779 25 Broadway, Suite 1700 New York, NY 10004 Alternative Option 2 29

of North America of North America of North America The Jewish Federation of Geography Apparel/Merchandise T-shirts Golf Shirts The Jewish Federation of GEOGRapHY Lapel Pins Travel Water Bottles Messenger Bags 30

Merchandise Cufflinks Pens Note Pads Portable Flash Drive Coffee Mugs 31

Living the Brand: Examples from the Field Web Presence Online Ad 32

For More Information Branding information is available at www.fedcentral.org/branding For custom logos and the fonts, please contact Hindy Gershman at 212.284.6548 or Hindy.Gershman@JewishFederations.org 33