Brand Identity Guidelines - UnitedWay | Arial | Communication Design

Brand Identity Guidelines with Brand Architecture

Version 2.0 © United Way of America 2008
®

Contents

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way of America 2008

Introduction 1.0 Using the brand identity guidelines . . . .3

Brandmark usage 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.11 Our brandmark . . . . . . . . . . . . . . . . . . . . .5 Brandmark: Full-color . . . . . . . . . . . . . . . .6 Brandmark: One-color . . . . . . . . . . . . . . . .7 Brandmark: Background control . . . . . . .8 Brandmark: Special usage . . . . . . . . . . . .9 Brandmark: Minimum size . . . . . . . . . . .10 Brandmark: Unacceptable uses . . . . . . .11 Brandmark placement . . . . . . . . . . . . . . .12 Brandmark with LIVE UNITEDTM tagline . .13 Tagline: Flexible placement . . . . . . . . . . .15

Support elements 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Color palette . . . . . . . . . . . . . . . . . . . . . .31 Impact graphic . . . . . . . . . . . . . . . . . . . .32 Impact graphic: Color . . . . . . . . . . . . . . .33 Typography . . . . . . . . . . . . . . . . . . . . . . .34 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .36 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37 Brandmark placement . . . . . . . . . . . . . .38 LIVE UNITEDTM Art direction . . . . . . . . . . .39 LIVE UNITEDTM Call to action . . . . . . . . . .40

Brand architecture 5.1 What is brand architecture? . . . . . . . . . . .55

Brand architecture visualization

6.1 Visual architecture: overview . . . . . . . . . .57 6.2 Level 1: United Way masterbrand only . .58 6.3 Level 2A: United Way affinity group identity . . . . . . . . . . . . . . . .59 6.4 Examples of Level 2A . . . . . . . . . . . . . . . .60 6.5 Level 2B: United Way product and event identities . . . . . . . . . . . . . . . . . . . .61 6.6 Level 3: Partner dominant with United Way endorsement . . . . . . . . . . . . .62 6.7 Localization of Level 3 . . . . . . . . . . . . . . .63 6.8 Level 4: Legacy brands and collaborative identities . . . . . . . . . . . . . . .64 6.9 Level 5: National/local partnerships and co-sponsorships . . . . . . . . . . . . . . . .65

2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14 2.12 Tagline: Color treatments . . . . . . . . . . . .16 2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17 2.14 Our brandmark and localization . . . . . . .18 2.15 Localization: Vertical lockup . . . . . . . . . .19 2.16 Localization: Horizontal lockup . . . . . . .20 2.17 Localization: Flexible placement . . . . . .21 2.18 Localization: Serving multiple areas . . .22 2.19 Localization: Multiple affiliations . . . . . .23 2.20 Localization: Color treatments . . . . . . . .24 2.21 Localization: Examples . . . . . . . . . . . . . .25 2.22 Localization and tagline together . . . . .26 2.23 Localization and tagline: Unacceptable uses . . . . . . . . . . . . . . . . . .27 2.24 Key to file naming . . . . . . . . . . . . . . . . . .28 2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29

3.10 LIVE UNITEDTM Portraits . . . . . . . . . . . . . .41 Sample applications 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.11 Brand identity: System overview . . . . . .43 Brochures: Front and back covers . . . . .44 Brochures: Interior spreads . . . . . . . . . .45 Newsletters . . . . . . . . . . . . . . . . . . . . . .46 Report covers . . . . . . . . . . . . . . . . . . . . . .47 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .48 Print advertisements . . . . . . . . . . . . . . .49 Website . . . . . . . . . . . . . . . . . . . . . . . . . .50 Exterior signage . . . . . . . . . . . . . . . . . . . .51 Video, animation and interactive . . . . . .53

4.10 Interior signage . . . . . . . . . . . . . . . . . . . .52

1.0 Introduction

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way of America 2008

Using the brand identity guidelines The United Way brand identity is the tangible expression of all that we stand for. It embodies what we do, how we do it and why we are a beacon of trust and support throughout the communities we serve. In a very real way, members of our communities, our partners, and our investors experience the United Way brand through our deeds, as well as through the verbal and visual messages we send. A carefully managed and well-implemented brand identity program will help carry our brand message to the world. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Along with the brandmark, typography, color palette and other visual elements, specific directions are included to help you manage your visual communication materials. By accurately implementing this brand identity system, you protect the equity of the United Way brand and better support its repositioning.

3

Brandmark usage .

The evolution of our brandmark is most dramatic in its new configuration. The changes to these key elements are intended to express new brand characteristics—innovative. The new United Way brandmark signals a change for a new approach to the future while preserving the heritage of our past. The original components of our traditional brandmark–the rainbow of hope. dynamic and results oriented—characteristics that we need to help us achieve our community impact mission. the hand of support and the person as a symbol of humanity–have been maintained because they are still effective in communicating important United Way brand characteristics— caring. ® Brandmark ® 5 Customized letterforms Helping hand symbol .0 © United Way of America 2008 Our new brandmark The most fundamental visual element of a brand identity is its brandmark. bold alliance. trustworthy and approachable. inspiring. The symbol is now joined together with the United Way name in a permanent. Its holding device is a simple rectangular shape that is unifying and inviolable.2.1 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.

2. Note: As one of our most important assets. the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines.0 © United Way of America 2008 Brandmark: Full-color The full-color version of the United Way brandmark is the primary brandmark of the identity system. We must use the registered trademark symbol (®) with the brandmark to ensure our legal rights are protected. Do not extract any of the graphic elements contained in the brandmark to use separately.25 for complete specifications and files. CMYK and RGB reproduction files of the full-color brandmark are available for specific application requirements. See the artwork finder on page 2. Always display the registered trademark symbol (®) in the position indicated. ® 6 .2 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. The preferred brandmark is full-color. It is strongly recommended that this version be used in branded applications whenever possible. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. Pantone.

One-color blue brandmark The one-color blue brandmark is to be used when United Way Blue is the only available color selection. See the United Way color palette on page 3.3 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.25 for complete specifications and files. One-color black brandmark The one-color black brandmark is to be used when black is the only available color selection. four-color brochure or any other application where a full-color brandmark is useable.1 for complete specifications. Note: These brandmarks should never appear on a website.2.0 © United Way of America 2008 Brandmark: One-color When reproduction constraints prevent the use of the primary full-color United Way brandmark. One-color blue brandmark ® One-color black brandmark 7 . See the artwork finder on page 2. use one of the alternative one-color versions. The one-color brandmarks may not be reproduced in any color other than United Way Blue and black.

The white outline helps the brandmark stand out from any kind of background.4 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. This outline will not appear when the brandmark is staged on a white background. A white outline has been built into the artwork to maintain separation between the United Way brandmark and the backgrounds where it will appear.0 © United Way of America 2008 Brandmark: Background control Background colors and graphics can easily overpower or compete with brandmarks. ® ® ® 8 .2.

these brandmarks may only be used when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white. For printed materials.0 © United Way of America 2008 Brandmark: Special usage The special usage United Way brandmarks are used when printing on colored surfaces. metal.5 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. glass. the full-color or one-color brandmarks should be used at all times. For example. This may occur when reproducing on plastic. When printing on white paper. this may occur when printing a black & white laser print on blue paper. Blue special usage brandmark Black special usage brandmark White special usage brandmark 9 . See the artwork finder on page 2. or screening of inks is not possible. fabric or other materials used for merchandise or signage.25 for complete specifications and files.2.

25 inches for screen applications.2. and 90 pixels or 1.25" wide Print .6 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.75" wide ® ® ® ® ® ® ® 10 . do not reduce its width to less than . Screen 90 pixels or 1.75 inches for print or special usage.0 © United Way of America 2008 Brandmark: Minimum size To ensure the integrity of the United Way brandmark. Other reproduction methods may require the minimum size to be greater than the sizes identified here.75" wide Special usage .

Day of Caring Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from the United Way name Never put other words or phrases inside the brandmark Never extract the words “United Way” from the brandmark Never tilt the brandmark Never distort the shape of the brandmark Never alter the shape of the brandmark in any way Never add elements inside the brandmark of Anytown Never add elements over the brandmark Never add a local name inside the brandmark Never rearrange the elements of the brandmark Never reverse the brandmark to white Never extract any of the graphic elements contained in the brandmark to use separately 11 . animation and interactive on page 4.7 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation.2. Do not extract any of the graphic elements contained in the brandmark to use separately.0 © United Way of America 2008 Brandmark: Unacceptable uses The consistent and correct application of the United Way brandmark is essential. See exceptions for video. The examples on this page illustrate some of the unacceptable uses of the United Way brandmark. Always follow the standards presented in these guidelines.11.

vel illum dolore eu fugiat nulla pariatur.2. qwuas nulla praid om umdant. Neque Lorem ipsum dolor sit amet.0 © United Way of America 2008 Brandmark placement Correct placement of the brandmark will help ensure the integrity of United Way communications. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. This applies to all versions of the brandmark. Symbol square 1/2 Square ® Right edge of application United Way of Cleveland County ® ® The United Way System Programs & Services How to Give Media Center Contact Us Job Opportunities Find a United Way Impact Matters GO Get Involved En epular et soluta nobis eligent optio congue nih Est impedit doming id quod maxim religuard cupiditat. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate 12 . aequitated fidem. aequitated fidem. los potius inflammad ut coercend magist et dodecendensse videantur. sed diam nonuat igitur vera ratio bene sanos as iustitiam. quis nostrud exercitation ullamcorpor Give Now Programs Initiatives United Way International United Way of Canada About United Way My Profile At vero eos et accusam et iusto odogio dignissum Qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. Neque Lorem ipsum dolor Sit amet. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. While the brandmark will not necessarily align with the grid. The brandmark should always be placed at a distance of a half of the symbol square from the right edge of any print or on-screen application. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. POV postal code Lorem ipsum dolor sit amet consectetur adipiscing elit Sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. consectetur adipiscing elit. consectetur adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Fact of the Week Et invitat igitur vera ratio bene sanos as iustitiam. Improb pary minuit. conse ctetur adipiscing elit. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Neque Lorem ipsum dolor sit amet.8 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Et invitat igitur vera ratio bene sanos as iustitiam. quis nostrud exercitation ullamcorpor su scipit laboris nisi ut aliquip ex ea comm odo consequet. its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a consistent presentation. vel illum dolore eu fugiat nulla pariatur. aequitated fidem. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. Volunteer Now GO postal code Veniam. with or without the tagline and local identifier.

TM The tagline must always appear with the master brandmark. The tagline should be used on all marketing communications. All communications and creative materials are rooted in the “LIVE UNITED ” concept. the tagline must always appear as shown on this page or in one of the color variations described in these guidelines. placement and size specifications on the following pages.9 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Note: As one of our most important assets. Always display the trademark symbol (TM) in the position indicated.0 © United Way of America 2008 Our brandmark with LIVE UNITED tagline TM Our tagline is our primary marketing message.25 for complete specifications and files. Trade Gothic Bold Condensed Twenty typeface. See color. Never attempt to redraw or rescale the tagline in relationship to the brandmark or add other graphic elements to its presentation. LIVE UNITED TM Upper case Trademark symbol LIVE UNITED Trade Gothic Bold Condensed 13 ™ . Refer to the artwork finder on page 2. including print collateral.2. We must use a trademark symbol (TM) with the tagline to ensure our legal rights are protected. advertising and websites. The tagline always appears in all upper case. followed by the trademark symbol (TM) in Trade Gothic Condensed Eighteen. Do not use Meta for the tagline.

2. The brandmark must appear with a registered trademark symbol (®). Tagline: Lockup treatment The tagline is placed in a fixed position relative to the brandmark. The tagline must appear with a trademark symbol (TM).0 © United Way of America 2008 When the tagline is locked up with the brandmark it appears in a fixed position to the left of the brandmark. the tagline letters reverse to white. which may be placed within the offset space between the tagline and the brandmark. The size relationship and position have been determined for optimal communication of both the United Way brandmark and the tagline. When placed on a darkcolored background. LIVE UNITED LIVE UNITED 14 TM ® TM ® Specifications for tagline lockup 1I LIVE UNITED UNITED TM ® ® .10 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.

11 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Greater flexibility of placement is allowed when there is little or no body copy on the page. it is preferred that the brandmark and tagline appear in close proximity. However.2. especially when there is a large body of copy on the same page. However. 1/2 Square LIVE UNITED 1U TM Symbol square 1/2 Square 1U ® 15 . in order to protect the integrity of the brandmark and tagline. you must place both on the same page in the size proportions indicated. Tagline: Flexible placement treatment You may choose not to lock up the tagline with the brandmark. Maintain a fixed size relationship between the tagline and brandmark when using them in the flexible placement treatment. You may place both elements anywhere along their edge as long as you maintain the distance and the size relationship prescribed.0 © United Way of America 2008 The brandmark is placed at a distance of a half of the symbol square from the right edge of the application and the tagline is placed at the same distance from the left edge.

the tagline should reverse to white. as well as the one-color and special usage brandmarks. the tagline should appear in United Way Blue. The color of the brandmark dictates the color of the tagline. See the color palette on page 3. the tagline should reverse to white. Tagline color with one-color black brandmark When using the one-color black brandmark on a light background. The color specifications on this page apply to both the tagline lockup and the flexible placement treatments. When used over a dark background. Note: Never use the tagline over a complicated part of an image or a color that hinders its legibility.1 for complete color specifications. the tagline should always appear in the same color as the brandmark. When used over a dark background.2.12 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. the tagline should appear in black.0 © United Way of America 2008 Tagline: Color treatments The tagline may appear with the full-color brandmark. Tagline color with full-color and one-color blue brandmarks When using the full-color or one-color blue brandmark on a light background. Color for tagline lockup and flexible placement treatments LIVE UNITED TM ® LIVE UNITED LIVE UNITED ® TM LIVE UNITED LIVE UNITED TM ® ® TM TM ® LIVE UNITED LIVE UNITED ® TM LIVE UNITED LIVE UNITED TM ® ® ® TM TM ® 16 . Tagline color with special usage brandmarks When using special usage brandmarks.

The examples on this page illustrate some of its acceptable uses in both the flexible placement and the lockup treatments. Flexible placement treatment of tagline with full-color brandmark and with one-color blue brandmark.0 © United Way of America 2008 Tagline: Examples The consistent and correct application of the United Way tagline is essential.13 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. . VOLUNTEER.2. Tagline lockup treatment United Way of Anytown Local Contributor Program LIVE UNITED TM United Way of Bedford County LIVE UNITED ® TM ® ® United Way of Metropolitan Dallas Soluta nobis eligent optio congue: Improb pary minuit. ADVOCATE.org/loyal. los potius inflammad ut coercend magist et dodecendensse videantur Lorem ipsum dolor sit amet consectetur THANK YOU USHA CHAUDHARY UNITED WAY SUPPORTER FOR 25 YEARS GIVE. too! Register today at anytownunitedway. L IVE UNITED 17 TM Are you a long-time supporter of United Way? We want to recognize you.

United Way of Anytown Anytown United Way First Firs upper First upper and then lower case low ca lower case United Way of Anytown y Anytown Anytown United Way Meta Bol Meta Bold eta Bold 18 . Never attempt to redraw or rescale the local identifier in relationship to the brandmark or add other graphic elements to its presentation. placement and size specifications on the following pages. advertising and website. Localization can be accomplished in three ways: with two fixed lock-ups and a flexible placement treatment. See color. including print collateral.2.0 © United Way of America 2008 Our brandmark and localization With our focus on community impact. the local identifier always appears in first upper case and then all lower case Meta Bold.14 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Regardless of its placement. Note: The brandmark with local identifier must always appear as shown in one of the variations illustrated in these guidelines. The brandmark and local identifier should be used on all marketing communications. it is important that we localize our communications.

Hardy & Pendleton County 19 . The local identifier is placed in a fixed position relative to the brandmark holding shape. The local identifier can extend to maximum three lines. The vertical lockup is better suited for vertical formats such as flyers and brochures. it appears in a fixed position underneath the brandmark holding shape. The size relationship and position have been determined for optimal communication of both the United Way brand and location. the white background control line expands to provide an area to hold the local identifier. ® ® Foothills United Way Foothills United Way Specifications for vertical local identifier lockup.2.0 © United Way of America 2008 Localization: Vertical lockup treatment When the local identifier is locked up with the brandmark. New Providence & Berkeley Heights white box United Way of Grant. When placed on a colored background. Hardy & Pendleton County United Way of Grant. 1U 1U 1U 1/2 U 1/2 U 1/2 U Foothills United Way white box 1/2 U 1/2 U 1/4 U 1/2 U United Way of Metropolitan Dallas white box 1/2 U 1/2 U 1/4 U 1/2 U United Way of Summit. location name does not go beyond this area location name does not go beyond this area location name does not go beyond this area The local identifier may be decreased in size to fit in the designated area when it extends beyond the width of the brandmark by only two or three letters.15 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Note: The size of the local identifier should never be made larger than specified.

The local identifier is placed in a fixed position relative to the brandmark holding shape.16 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.2. New Providence & Berkeley HeightsU white box 20 . Foothills United Way ® Foothills United Way ® Specifications for horizontal local identifier lockup. U U UFoothills United WayU U UU white box U UUnited Way of Summit. it appears in a fixed position on the left-hand side of the brandmark holding shape. the white background control line expands to provide an area to hold the local identifier.0 © United Way of America 2008 Localization: Horizontal lockup treatment When the local identifier is locked up with the brandmark. The size relationship and position have been determined for optimal communication of both the United Way brand and the local identifier. The horizontal lockup is better suited for horizontal formats such as web pages and banners. When placed on a colored background. The local identifier should always be on two lines.

However. 1/2 Square United Way of Johnson County X X Symbol square 1/2 Square X X ® 21 . in order to protect the integrity of the brandmark and local identifier you must place both on the same page in the proportions indicated. and the local identifier is placed at the same distance from the left edge. Maintain a fixed size relationship between the local identifier and brandmark when using them in the flexible placement treatment.0 © United Way of America 2008 Localization: Flexible placement treatment You may choose not to lock up the local identifier with the brandmark. The brandmark is placed at a distance of a half of the symbol square from the right edge of the application.2.17 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. You may place both elements anywhere along the edge as long as you maintain the distance and the size relationship prescribed.

It is preferred to communicate service areas in text but not with the brandmark. These areas should not be included in the horizontal or vertical lockups.2. Mecklenburg. They can also be treated as text within the application. Mooresville-Lake Norman and Union Counties Meta Book Italic Upper and lower case 1U 1/2 X 3/4 X 1U 22 .18 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. it is acceptable to use service areas as shown here. Never lock up service areas to the brandmark. or ® United Way of Central Carolinas or ® United Way of Central Carolinas ® United Way of Central Carolinas When using the flexible placement treatment. United Way of Central Carolinas serving Cabarrus. Mecklenburg. Mecklenburg.0 © United Way of America 2008 Localization: Serving multiple areas Some local United Way organizations serve multiple areas. they can be used in the flexible placement treatment of the local identifier. and Union Counties Specifications for flexible placement treatment of the local identifier United Way of Central Carolinas serving Cabarrus. Mooresville-Lake Norman. Mooresville-Lake Norman and Union Counties ® ® ® United Way of Central Carolinas serving Cabarrus Mecklenburg Mooresville-Lake Norman Union Counties United Way of Central Carolinas serving Cabarrus. If they must be used with the brandmark.

If they must be used with the brandmark. Greater Lewisville and Rockwall Meta Book Italic Upper and lower case 1U 1/2 X 3/4 X 1U 23 . These affiliations should not be included in the horizontal or vertical lockups. they can be used in the flexible placement treatment of the local identifier.0 © United Way of America 2008 Localization: Multiple affiliations Some local United Way organizations are affiliated other local United Ways. Multiple affiliations should always be phrased as.2. Greater Lewisville and Rockwall ® ® ® United Way of Metropolitan Dallas affiliated with United Ways of Collin County. “affiliated with…”. United Way of Metropolitan Dallas affiliated with United Ways of Collin County. it is acceptable to use affiliations as shown here. They can also be treated as text within the application. When using the flexible placement treatment. Greater Lewisville and Rockwall United Way of Metropolitan Dallas affiliated with United Ways of Collin County. Never lock up service areas to the brandmark. Greater Lewisville and Rockwall Specifications for flexible placement treatment of the local identifier United Way of Metropolitan Dallas affiliated with United Ways of Collin County.19 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.

When using the flexible placement of the full-color or one-color blue brandmark on dark background. the local identifier should always be United Way Blue. Local identifier with full color and one-color blue brandmarks When using the horizontal or vertical lockup treatment with a full-color or one-color blue brandmark. as well as the one-color and special-usage brandmarks. When using the flexible placement treatment of the one-color black brandmark on a light background. the local identifier reverses to white. When using the flexible placement treatment of the full-color or one-color blue brandmark on a light background. the local identifier reverses to white.1 for complete color specifications. The white background control box will separate it from the background.0 © United Way of America 2008 Localization: Color treatments The local identifier may appear with the full-color brandmark. the local identifier should always be black. the local identifier should always appear in the same color as the brandmark.20 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. The color specifications on this page apply to both the tagline lockup and the flexible placement treatments. The color of the brandmark dictates the color of the local identifier. Note: Never use the local identifier over a complicated part of an image or a color that hinders its legibility. the local identifier should appear in United Way Blue. the local identifier should appear in black. See the color palette on page 3. Color for local identifier horizontal and vertical lockup treatment ® United Way of Anytown ® ® ® ® ® ® United Way of Anytown United Way of Anytown United Way of Anytown United Way of Anytown United Way of Anytown United Way of Anytown ® ® United Way of Anytown United Way of Anytown Color for local identifier flexible placement treatment United Way of Anytown United Way of Anytown ® United Way of Anytown United Way of Anytown ® United Way of Anytown United Way of Anytown United Way of Anytown ® ® United Way of Anytown ® ® ® ® United Way of Anytown ® 24 .2. Local identifier with special usage brandmarks When using special usage brandmarks. Local identifier with one-color black brandmark When using the horizontal or vertical lockup treatment with a one-color black brandmark. The white background control box will separate it from the background. When using the flexible placement of the one-color black brandmark on a dark background.

LIVE UNITED 25 TM ® . VOLUNTEER. Local identifier vertical lockup treatment with one-color black brandmark Local identifier horizontal lockup treatment with full-color brandmark Flexible placement treatment of local identifier with one-color blue brandmark Greater Mankato Area United Way ® United Way of Anderson County United Way of Curry County ® GIVE. The examples on this page illustrate some of the acceptable uses of both the flexible placement and the lockup treatments of the local identifier.2. ADVOCATE.0 © United Way of America 2008 Localization: Examples The consistent and correct application of the local identifier is essential.21 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.

Note: Never lock up both the tagline and the local identifier to the brandmark.2. local identifier must be treated as a lockup.0 © United Way of America 2008 Localization & tagline together When using both the local identifier and tagline on the same application.22 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. while the tagline should follow the flexible placement treatment rules. Local identifier lockup with flexible placement treatment of the tagline Tagline lockup with a flexible placement treatment of the local identifier LIVE UNITED TM + United Way of Anytown ® or or United Way of Anytown + LIVE UNITED TM ® LIVE UNITED TM + United Way of Anytown LIVE UNITED TM Montgomery Area United Way ® Montgomery Area United Way LIVE UNITED TM ® 26 .

2.23 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. Note: Never attempt to redraw or rescale the elements of the brandmark with the tagline or the local identifier or add other graphic elements in its presentation. color or size relationship of the tagline or local identifier Never combine the lockups of the tagline and local identifier LIVE UNITED TM Anytown United Way ® ® ® ® LIVE UNITED ANYTOWN TM we are the United Way of Anytown Never change the lockup placement or alignment of the tagline or local identifier Never add words or change the phrasing of the tagline or local identifier 27 . Always follow the standards presented in these guidelines. LIVE UNITED TM ® ® ® ® ANYTOWN UNITED WAY LIVE UNITED TM Anytown United Way Anytown United Way LIVE UNITED TM Never change the typeface. The examples on this page illustrate some of the unacceptable uses of the United Way brandmark with the tagline and the local identifier.0 © United Way of America 2008 Tagline and localization: Unacceptable uses The consistent and correct application of the tagline and the local identifier is essential.

uw Company uw United Way _ Color 3s 4p 4-color process (CMYK) 4s 4-color spot 3s 3-color spot rgb on-screen applications b blue k black w white _ ful Version ful full-color one one-color spe special-usage .24 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2.2.0 © United Way of America 2008 Key to file naming Many custom artwork files have been developed for the United Way brandmark. eps Format suffix eps Hi-resolution vector artwork created in Adobe Illustrator Use these .eps files to create other formats 28 . Each part of the file name is an abbreviated form of information about the file. These files follow a specific naming convention so you may quickly understand the contents of each file and locate them easily. All file names consist of lowercase letters and use underscores to separate information.

fabric or other materials.eps Use this brandmark file when four-color process printing will be used to reproduce your document. Any document containing full-color photographs will be printed in four-color process printing.unitedway.eps Use the Blue special usage brandmark when the screening of inks is not possible.25 Brandmark usage United Way Brand Identity Guidelines with Brand Architecture Version 2. This brandmark may also be used when reproducing on plastic. Y:0. Use this where you will only be printing in the three colors. tote bags and some signage. glass.eps Use this file for all PowerPoint and Web-based applications. Four-color spot PMS 287c. M:0. glass. PMS 143c File Name: uw_4s_ful. PMS 659c. ® This logo is to be used when United Way Blue (PMS 287) is the only available color selection. metal. Four-color process Refer to United Way color palette for color specifications File Name: uw_4p_ful. This file might also be useful for items printed on a digital press. Examples of items that would typically be printed in spot color are silk-screened items such as T-shirts.carpenter@uwa. metal.eps This file should be used when four spot colors will be printed. PMS 179c.eps The three-color file provides full color while printing only in three inks by deriving the lighter blue from the dark blue ink. Special usage white C:0.eps ® Special usage blue Pantone 287c File Name: uw_b_spe. One-color black Black 100% File Name: uw_k_one. This brandmark is to be used when black is the only available color selection.eps Use the White special usage brandmark when reproducing on plastic. B:0 File Name: uw_w_spe.2. ® RGB Refer to United Way color palette for color specifications File Name: uw_rgb_ful. fabric or other materials. One-color blue Pantone 287c File Name: uw_b_one. DO NOT USE other four-color files for those purposes or use the RGB file for printing.0 © United Way of America 2008 Artwork finder Reproduction art for the United Way brandmark and the brandmark with tagline lockup is available for both Mac and PC in eps format. fabric or other materials on a dark background.org Use the file name next to each brandmark variation to properly identify the file you need. The files are available on the United Way Brand Identity Guidelines CD or may be obtained by contacting: susan.eps Special usage black Black 100% File Name: uw_k_spe. Pantone 179c and Pantone 143c File Name: uw_3s_ful. such as when reproducing on plastic.eps Use the Black special usage brandmark when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white. . glass. metal. ® Three-color spot Pantone 287c.

Support elements .

On this page you will find specifications for reproducing the United Way colors in a variety of ways. United Way Blue Pantone 287 C:100 M:74 Y:0 K:0 R:16 G:22 B:127 United Way Light Blue Pantone 287C at 52% or Pantone 659 C:55 M:40 Y:0 K:0 R:124 G:129 B:184 United Way Red Pantone 179 C:0 M:85 Y:89 K:0 R:254 G:35 B:10 United Way Gold Pantone 143 C:0 M:34 Y:86 K:0 R:255 G:150 B:0 United Way Dark Gray Pantone Cool Gray 11 C:0 M:0 Y:0 K:80 R:54 G:54 B:54 United Way Light Gray Pantone Cool Gray 4 C:0 M:0 Y:8 K:27 or C:0 M:0 Y:0 K:27 R:186 G:186 B:186 Black Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 White White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 31 . In addition. Note: The colors shown on this page and throughout this manual have not been evaluated by Pantone.0 © United Way of America 2008 Color palette It is important that United Way local member organizations maintain a consistent appearance of the brandmark and all visual communications across various media types and materials. black and white are included for added flexibility and one-color scenarios. for accuracy and may not match the PANTONE Color Standards. refer to the current edition.3. create impact and differentiate our programs. For accurate PANTONE Color Standards. Inc. Using colors consistently in all communications will strengthen brand recognition. The United Way color palette is comprised of colors used in the United Way brandmark. two grays.1 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2.

The impact graphic should appear once on all covers and website home pages. except when using full bleed images or full bleed United Way color.625 inches. 1/4 X 25% of color X 100% of color 1/4 X 50% of color The impact graphic can be stretched vertically as long as in proportion. 32 .3.0 © United Way of America 2008 Impact graphic The United Way impact graphic is a motif that helps create a distinct and consistent visual presence across our print and digital applications. The impact graphic can move from top to bottom as long as it is not cropped. The impact graphic extends from the left to the right edge of the application and can be stretched vertically as long as it remains in the same proportions. While the motif can extend to a full bleed.2 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2. These are the exact size and color proportions of the impact graphic and must be used at all times. The only alternative to using the impact graphic on covers is using a full bleed image or full bleed United Way color. the minimum height is . The impact graphic may also appear on interior pages although this is not a requirement.

United Way Blue.0 © United Way of America 2008 Impact graphic: Color The colors used for the United Way impact graphic are limited to five colors from the United Way color palette.1 for complete specifications. have been selected for maximum impact.3. United Way Red. and 50%. white or any colors not in the United Way color palette for the impact graphic.3 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2. These colors. Note: Never use United Way Light Blue. These are the only five color options for the impact graphic. United Way Gold. United Way Dark Gray and United Way Light Gray. respectively must never change regardless of which of the five colors is used. See the United Way color palette on page 3. The color proportions of 25%. The impact graphic may be given transparency as long as the color palette and color proportions are maintained. 100%. United Way Blue United Way Red United Way Gold United Way Dark Gray United Way Light Gray 33 . black.

3.8 LIVE UNITEDTM Art Direction on page 39 for details. Meta Book Roman Meta Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Trade Gothic Condensed Eighteen Trade Gothic Condensed Eighteen Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Meta Bold Meta Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Trade Gothic Bold Condensed Twenty Trade Gothic Bold Condensed Twenty Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 34 . It should be used sparingly in marketing communications to draw attention to important text. Trade Gothic Condensed typeface NEW with the launch of the LIVE UNITEDTM campaign. yet professional tone. Trade Gothic Condensed has been added as a headline font. Meta is a simple and clean typeface that conveys a humanistic and caring. They are to be used in all printed and online communications. Each of the fonts was selected for its visual compatibility with the United Way brandmark and for its ability to convey a personality that is consistent with our brand. Only use the weights and styles shown on this page.0 © United Way of America 2008 Typography Three standardized typefaces have been chosen for the United Way brand identity. Meta typeface The primary typeface in the United Way brand identity system is Meta. See 3.4 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2.

4 Support elements Arial typeface Arial is an acceptable substitute for Meta only when Meta is unavailable. in wordprocessed documents. in word-processed documents or for text in publications. Arial Regular Arial Italic Times New Roman Regular Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Arial Bold Italic Times New Roman Bold Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 35 . United Way Brand Identity Guidelines with Brand Architecture Version 2. for PowerPoint™ presentations and for narrative text on websites. but should not be used in headlines or subheads. Arial can also be used in correspondence.0 © United Way of America 2008 Times New Roman typeface Times New Roman is a classic serif font that may be used in correspondence.3. for text in publications.

3. engaging connection with the subject. The background should be a seamless white or off-white. It is important to show diversity in age. Props are discouraged. The main photographs in any communication should include people. uplifting. profession and personal interests. people in their business environments and friends having fun reinforces the benefits derived from United Way initiatives and programs. There are two general photographic categories for image selection.5 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2. Showing families in their homes. 36 . LIVE UNITED Portraits LIVE UNITED portraits capture the personality of the individual and enable the viewer to establish an intimate. Using images from these categories can help support text messages. Dramatic perspective and interesting cropping help give images an inspired feeling. TM Communities LIVE UNITED Portraits TM Monotones can be made with any color in the United Way color palette. This approach is in line with our evolution from a fundraiser to a community impact organization. Communities United Way community photos show the interaction and contributions of people in their communities.0 © United Way of America 2008 Imagery A carefully managed approach to selecting photography will help position the United Way brand and create a distinctive and lasting impression. communities and portraits. ethnic background. caring and optimistic. It is important to select imagery that is dynamic.

37 . All grids should have a .5”x11” brochures and newsletters. Other formats may require the alteration of existing grids or creation of new grids. The 5–column grid is used to create items such as 8.3.6 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2. The 2–column grid is used to create items such as 4”x9” rack cards and brochures.5” margin on all sides and . The 6–column grid is used to create items that are 9”x12” or larger such as folders and posters.0 © United Way of America 2008 Grids When developing layouts for print applications.2” gutters. follow the grid proportions shown below. These grids will help you place copy and imagery in a consistent manner.

The brandmark should always be placed at a distance of a half of the symbol square from the right edge of any print or on-screen application. This applies to all versions of the brandmark. with or without the local identifier.7 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2.3. While the brandmark will not necessarily align with the grid. ® ® ® United Way of Fox Cities 38 .0 © United Way of America 2008 Brandmark placement Correct placement of the brandmark will help ensure the integrity of United Way communications. Symbol square 1/2 Square ® Right edge of application The brandmark distance from the right edge is consistent with or without local identifier. its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a consistent presentation.

Trade Gothic Condensed Headlines and Subheads A new font. Trade Gothic Condensed Eighteen Trade Gothic Condensed Eighteen Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Trade Gothic Bold Condensed Twenty Trade Gothic Bold Condensed Twenty Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 LIVE UNITED GIVE. LIVE UNITED Call to Action Marketing communications should also include the LIVE UNITED Call to Action as a signoff. ADVOCATE. These portraits should be the primary image in most marketing communications. TM ® 39 .0 © United Way of America 2008 LIVE UNITED Art Direction TM LIVE UNITED Portraits An important component of the new LIVE UNITED campaign is LIVE UNITED portraits.8 Support elements United Way Brand Identity Guidelines with Brand Architecture Version 2. See section 3. See section 3.9 to additional instructions.3. has been added to the brand identity system as part of the LIVE UNITED campaign. Meta is still the official United Way font and should be used for text and in corporate communications. VOLUNTEER. It should be used for headlines and subheads only. Trade Gothic Condensed.10 for additional guidelines on shooting these images. This strong. bold font was selected because it is attention grabbing. Meta should always be used for local identifiers.

TM ® GIVE. ADVOCATE. VOLUNTEER.3. volunteer) in marketing communications. See typesetting instructions below.9 Supporting elements United Way Brand Identity Guidelines with Brand Architecture Version 2. VOLUNTEER. advocate. It communicates a very important aspect of the campaign. LIVE UNITED UNITED TM ® Trademark symbol Brandmark in full color or one-color blue .0 © United Way of America 2008 LIVE UNITED Call to Action TM Be sure to include the LIVE UNITED Call to Action (give. The Call to Action should always appear along with the brandmark and LIVE UNITED tagline. ADVOCATE. LIVE UNITED United Way Blue United Way Blue 40 GIVE.

The Live United t-shirt is white with a black LIVE UNITED tagline. stay-at-home moms and security guards. B:208 (CMYK) C: 7. never full-height (head-to-toe). K:0.3. Props are not encouraged as they distract from and dilute the impact of the person and their stance. Small smiles and warmth are appropriate. hairbands. therefore their general stature is one of pride and dignity. These portraits should be the primary image in most marketing communications. Bottoms are simple. This background color is: (PANTONE) PMS #468. Their stance is firmly rooted. G:231. Accessories (hats. Y:19. Depending on image use. They are us. When photographed. It is important to note that we are not celebrating Living United. Their gaze into the lens is direct and unwavering. (RGB) R:235. as long as image quality is not compromised. jewelry. The aim of LIVE UNITED portraits is to capture the unique character and resolve that each subject possesses. For additional emphasis.10 Supporting elements United Way Brand Identity Guidelines with Brand Architecture Version 2. 41 . The subjects are always photographed head to mid-thigh. They are our friends and neighbors. our co-workers.) are encouraged to show individuality. and placed on a solid color background. cops and cashiers. tighter zooms/cropping can occur. The faces that populate the Live United campaign are the faces we see every day. M: 6. Shoulders are square. Posture is solid. Outright delight and happiness are not. etc. but standing for it. our subjects wear a shirt that loudly proclaims what they stand for. we recommend that the subjects are cut out/clipped off of the background they are shot on. dark.0 © United Way of America 2008 LIVE UNITED Portraits TM An important component of the new LIVE UNITED campaign is LIVE UNITED portraits.

Sample applications .

1 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2.0 © United Way of America 2008 Brand identity: System overview The brand identity elements reviewed in Section Two and Three inform our approach to application development. We can think of the elements of the identity system as our building blocks for all communication materials. mission and vision and still maintain the flexibility to develop uniquely creative and impactful designs. By following the guidelines on previous pages.4. we can meet the brand objectives that are defined by our positioning. Meta Book Roman Meta Book Italic Trade Gothic Condensed Eighteen Trade Gothic Condensed Eighteen Oblique Arial Regular Arial Italic Times New Roman Regular Times New Roman Italic ® ® ® ® ® United Way of Anytown Anytown United Way Meta Bold Roman Meta Bold Italic Trade Gothic Bold Condensed Twenty Trade Gothic Bold Condensed Twenty Oblique Arial Bold Arial Bold Italic Times New Roman Bold Times New Roman Bold Italic United Way Symbol square 1/2 Square ® LIVE UNITED 43 TM .

At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Neque Lorem ipsum dolor sit amet. Et invitat igitur vera ratio bene sanos as iustitiam.2 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. qwuas nulla praid om umdant. VOLUNTEER. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Nam liber tempor cum. Neque Lorem ipsum dolor sit amet. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat qwuas nulla praid om umdant. Brochure cover design alternatives At vero accusam et iusto odogio dig nissum qui blandit Full-color brochure cover With the flexible placement treatment for the local identifier. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. GIVE. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Neque Lorem ipsum dolor sit amet. THINK OF WE BEFORE ME. Et invitat igitur vera ratio bene sanos as iustitiam. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. vel illum dolore eu fugiat nulla pariatur. Back covers Lorem ipsum dolor sit amet consectetur adipiscing elit. qwuas nulla praid om umdant. GIVE 100%. aequitated fidem. los potius inflammad ut coercend magist et dodecendensse videantur. vel illum dolore eu fugiat nulla pariatur. consectetur adipiscing elit. vel illum dolore eu fugiat nulla pariatur. Neque Lorem ipsum dolor sit amet. qwuas nulla praid om umdant. United Way of Metropolitan Dallas ® FIND YOUR VOICE. Lorem ipsum dolor sit amet consectetur adipiscing elit. Et tamen in busdam neque pecun modut est neque. vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. vel illum dolore eu fugiat nulla pariatur. aequitated fidem. LEND YOUR MUSCLE. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. los potius inflammad ut coercend magist et dodecendensse videantur. Ym veniam. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Neque Lorem ipsum dolor sit amet. GIVE 110% GIVE AN HOUR. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. aequitated fidem. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna. los potius inflammad ut coercend magist et dodecendensse videantur. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. consectetur adipiscing elit. vel illum dolore eu fugiat nulla pariatur. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. JOIN HANDS. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. consectetur adipiscing elit. aequitated fidem. ADVOCATE. Improb pary minuit. aequitated fidem. Et invitat igitur vera ratio bene sanos as iustitiam. place it at a half of the brandmark symbol square from the left edge. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. los potius inflammad ut coercend magist et dodecendensse videantur. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Tinim veniam. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Improb pary minuit. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Et invitat igitur vera ratio bene sanos as iustitiam. REACH OUT A HAND TO ONE AND Heart of America United Way INFLUENCE THE CONDITION OF ALL. consectetur adipiscing elit. GIVE A SATURDAY. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. consectetur adipiscing elit. Improb pary minuit. Improb pary minuit. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim a. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. GIVE 10%. qwuas nulla praid om umdant. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. LIVE UNITED TM ® United Way of Metropolitan Dallas ® 44 . Improb pary minuit. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident.0 © United Way of America 2008 Brochure: Front and back covers Brochures are effective communication vehicles used to convey information about our programs in a compelling and engaging way.4. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. 2008 Dolor in reprehen in voluptate velit esse molestaie consequat: At vero eos et accusam et iusto Anytown United Way HOW TO ® United Way of Newton LIVE UNITED IN ANYTOWN. OPEN YOUR HEART. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. ® Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id. Et invitat igitur vera ratio bene sanos as iustitiam. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam.

Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. Improb pary minuit. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. quis ad do exercilit am nulputpat. Duis autem est vel eum irure dolor in reprehenderit in voluptate molestaie consequat. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. quis ad do exercilit am nulputpat. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. consectetur adipiscing elit. Neque Lorem ipsum dolor sit amet. Volorero doluptat prat alisi tetum zzriure feugiat. 45 . Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Monotones can be made with any color in the United Way color palette. Et invitat igitur vera ratio bene sanos as iustitiam. Duotones can be made with black and any color in the United Way color palette. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Neque Lorem ipsum dolor sit amet. Why Education. Volorero doluptat prat alisi tetum zzriure feugiat. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Improb pary minuit. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. HEALTH A short paragraph about your metrics. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat qwuas nulla praid om umdant. sed diam nonumy eiusmod tempor incidunt laore et dolore magna liquam erat volupat Ut enim ad minim veniam. aequitated fidem. aequitated fidem. Et invitat igitur vera ratio bene sanos as iustitiam. Et invitat igitur vera ratio bene sanos as iustitiam. Duis autem vel eum est irure dolor in repre henderit volumptate velit esse mosetaie consequat. sustie vu. Et invitat igitur vera ratio bene sanos as iustitiam. vel illum dolore eu fugiat nulla pariatur. qwuas nulla praid om umdant. Trade Gothic Condensed typeface can be used for headlines. Improb pary minuit. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. child abuse and domestic violence » Increasing health education and preventive care EDUCATION A short paragraph about your metrics. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct.0 © United Way of America 2008 Brochure: Interior spreads Based on United Way grids. Income and Health? EDUCATION HELPING CHILDREN AND YOUTH ACHIEVE THEIR POTENTIAL THROUGH EDUCATION » Improving access to quality. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Lorem ipsum dolor sit amet consectetur adipiscing elit. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. vel illum eu fugiat nulla pariatur. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. quis nostrud esxe rcit ation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo conseq uat. Chart Focus List Goal Here Chart Focus List Goal Here Chart Focus List Goal Here 2007 2008 2007 2008 2007 2008 United Way creates opportunities by focusing on the building blocks for a good life. qwuas nulla praid om umdant. consectetur adipiscing elit. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id. interior spreads afford enough flexibility to suit different styles of communications. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. sustie vu. sed diam nonumy eius mod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. los potius inflammad ut coercend magist et dodecendensse videantur.3 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. INCOME A short paragraph about your metrics. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. qwuas nulla praid om umdant. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. vel illum dolore eu fugiat nulla pariatur. vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto dignissum qui blandit est paesent luptatum. consectetur adipiscing elit. aequitated fidem. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. affordable child are and early learning opportunities » Partnering with schools and parents to improve graduation rates » Providing after-school and mentoring programs for at-risk youth INCOME HELPING FAMILIES BECOME FINANCIALLY STABLE AND INDEPENDENT » Supporting basic needs while increasing financial education » Helping hardworking people obtain job training and family-sustaining wages » Increasing affordable housing for seniors and families HEALTH IMPROVING PEOPLE’S HEALTH » Increasing access to critical healthcare services » Reducing substance abuse. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. consectetur adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Lorem ipsum dolor sit amet consectetur adipiing elit. Improb pary minuit. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. vel illum dolore eu fugiat nulla pariatur. los potius inflammad ut coercend magist et dodecendensse videantur. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. quis ullamcorpor …luptatum delenit Lorem ipsum dolor sit amet consectetur adipiscing elit. qwuas nulla praid om umdant.4. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. sustie vu. los potius inflammad ut coercend magist et dodecendensse videantur. Neque Lorem ipsum dolor sit amet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Neque Lorem ipsum dolor sit amet. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. quis ad do exercilit am nulputpat. vel illum dolore. Improb pary minuit. Volorero doluptat prat alisi tetum zzriure feugiat. aequitated fidem. los potius inflammad ut coercend magist et dodecendensse videantur. Interior spread design alternatives One-color interior spread Commodo consequet. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct.

Solut nobis eligent Lorem ipsum dolor sit amet consectetur adipiscing elit. aequitated fidem. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Improb pary minuit. aequitated fidem. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. aequitated fidem. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et invitat igitur vera ratio bene sanos as iustitiam. 1 46 . vel illum dolore eu fugiat nulla pariatur. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. los potius inflammad ut coercend magist et dodecendensse videantur. Improb pary minuit.4. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Improb pary minuit. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. The local identifier always appears in first upper case and then all lower case Meta Bold. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Improb pary minuit. Lorem ipsum dolor sit amet consectetur adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. vel illum dolore eu fugiat nulla pariatur. Neque Lorem ipsum dolor sit amet. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. consectetur adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. United Way of King County ® Issue 2 Volume 8 Dec 2008 Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. consectetur adipiscing elit. Improb pary minuit. Neque Lorem ipsum dolor sit amet. Et invitat igitur vera ratio bene sanos as iustitiam. Et invitat igitur vera ratio bene sanos as iustitiam. qwuas nulla praid om umdant. Neque Lorem ipsum dolor sit amet. Improb pary minuit. qwuas nulla praid om umdant. los potius inflammad ut coercend magist et dodecendensse videantur. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. aequitated fidem. vel illum dolore eu fugiat nulla pariatur. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Improb pary minuit. Neque Lorem ipsum dolor sit amet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. los potius inflammad ut coercend magist et dodecendensse videantur. qwuas nulla praid om umdant. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. qwuas nulla praid om umdant. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Newsletter design alternatives One-color newsletter ® ® Foothills United Way Lorem ipsem dolor: Neque amet Et invitat igitur vera ratio bene sanos. los potius inflammad ut coercend magist et dodecendensse videantur. Neque Lorem ipsum dolor sit amet. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. qwuas nulla praid om umdan. Et invitat igitur vera ratio bene sanos as iustitiam. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Improb pary minuit. The one-color blue brandmark is always used in one-color applications other than black and white. los potius inflammad ut coercend magist et Et invitat igitur vera ratio bene sanos as iustitiam. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. The impact graphic always extends from the left to the right edge. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. vel illum dolore eu fugiat nulla pariatur. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. vel illum dolore eu fugiat nulla pariatur. vel illum dolore eu fugiat nulla pariatur. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. consectetur adipiscing elit. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. consectetur adipiscing elit. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Improb pary minuit. aequitated fidem. qwuas nulla praid om umdant. qwuas nulla praid om umdant. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et invitat igitur vera ratio bene sanos as iustitiam. vel illum dolore eu fugiat nulla pariatur. aequitated fidem. Neque Lorem ipsum dolor sit amet. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. aequitated fidem.4 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Neque Lorem ipsum dolor sit amet. vel illum dolore eu fugiat nulla pariatur. los potius inflammad ut coercend magist et dodecendensse videantur. qwuas nulla praid om umdant. Newsletter Title Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. consectetur adipiscing elit. los potius inflammad ut coercend magist et dodecendensse videantur. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. qwuas nulla praid om umdant. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. qwuas nulla praid om umdant. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda.0 © United Way of America 2008 Newsletters A newsletter can accommodate a large body of text and still convey the essence of the United Way brand. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. los potius inflammad ut coercend magist et dodecendensse videantur. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. qwuas nulla praid om umdant. Lorem ipsum dolor sit amet consectetur adipiscing elit. consectetur adipiscing elit. qwuas nulla praid om umdant. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Issue 2 Volume 8 Dec 2008 Et invitat igitur vera ratio bene sanos as iustitiam. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Improb pary minuit. Improb pary minuit. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Et tamen in busdam neque pecun modut est neque nonor et. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. vel illum dolore eu fugiat nulla pariatur. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam.

5 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. 2008 Soluta nobis eligent optio congue: Improb pary minuit. The full-color brandmark is always used in 4–color applications. quis nostrud exercitation ad minim First Edition.4. Report design alternatives Full-color report Aloha United Way ® ® Lorem nobis eligent optio congue: Improb pary minuit. los potius inflammad ut coercend magist et dodecendensse videantur An approved weight and style of the Meta typeface is used for all headlines.0 © United Way of America 2008 Report covers Using report covers helps to create visually distinct and professional presentations. los potius inflammad ut coercend magist et dodecendensse videantur Ut einim ad minim veniam. ® 47 .

aequitated fidem. Pledge today at pledge. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. simil tempor sunt in culpa qui officia deserunt mollit anim. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. INVEST IN THE BUILDING BLOCKS FOR A GOOD LIFE: HOW TO Headlines should be in Trade Gothic Condensed. los potius inflammad ut coercend magist et dodecendensse videantur. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga. consectetur adipiscing elit. qwuas nulla praid om umdant.4. income and health. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. aequitated fidem. consectet adipiscing elit. Neque Lorem ipsum dolor sit amet. sed diam nonum eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. qwuas nulla praid om umdant. GIVE UNITED. qwuas nulla praid om umdant. sed diam nonum eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. consectet adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim. EDUCATION. Nam liber tempor cum et conscient to factor tum poen legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. & HEALTH. Et invitat igitur vera ratio bene sanos as iustitiam. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. INCOME REACH OUT A HAND TO ONE AND INFLUENCE THE CONDITION OF ALL.Lorem ipsum dolor sit amet consectetur adipiscing elit. qwuas nulla praid om umdant.6 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. The local identifier should be blue on a white background. Nam liber tempor cum et conscient to factor tum poen legum odi ea commodo consequet.anytownunitedway. Poster design alternatives Full-color poster Mt. ® ® Ipsem dereud… Cupidata non provident. los potius inflammad ut coercend magist et dodecendensse videantur. Improb pary minuit.0 © United Way of America 2008 Posters Posters are a popular way to communicate locally. Neque Lorem ipsum dolor sit amet. Deserunt mollit anim id est laborum et dom religuard cupiditat. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. vel illum dolore eu fugiat nulla pariatur. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. los potius inflammad ut coercend magist et dodecendensse videantur. Improb pary minuit. Improb par minuit. aequitated fidem. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distcum et conscient to factor tum poen legum odioque civiuda. Baldy United Way of Southern California Lorem tempor! Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. United Way of Anytown Cupidata non provident. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et hpular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Neque Lorem ipsum dolor sit amet. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. United Way Thomas Jefferson Area Use a LIVE UNITEDTM portrait. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Et invitat igitur vera ratio bene sanos as iustitiam. TM LIVE UNITED Want to create opportunities for everyone in Anytown? United Way is creating lasting changes by focusing on the building blocks of a better life—education. Et invitat igitur vera ratio bene sanos as iustitiam. vel illum dolore eu fugiat nulla pariatur. 48 . quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Nam liber tempor cum et conscient to factor tum poen legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident.org. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam.

THINK OF WE BEFORE ME. GIVE AN HOUR. GIVE. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. you might want to use advertising. income and health. LIVE UNITED. it must adhere to the brand identity guidelines to ensure consistency of our brand image.4.7 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. lasting change where you live. visit LIVEUNITED. Nam liber tempor cum et conscient to factor. Print advertisement design alternatives Print advertisement Ipsem dereud… Cupidata non provident. VOLUNTEER. Because advertising is a very visible form of communication. That’s what it means to Live United. 49 ® Want to make a difference? Help create opportunities for everyone in your community. ADVOCATE. Et harumd dereud facilis est er expedit distinct. For more. ® ® GIVE 10% GIVE 100% At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. Et tamen in busdam neque pecun modut est neque. GIVE A SATURDAY. HOW TO consequat LIVE UNITED: JOIN HANDS. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. OPEN YOUR HEART. .ORG. FIND YOUR VOICE. Housatonic/Shepaug United Way GIVE 110%. by focusing on the building blocks of a better life– education. Event Name Duis autem est vel eum irure dolor in in voluptate velit esse molestaie id est laborum et dolor consequat. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. simil tempor sunt in culpa qui officia mollit anim.0 © United Way of America 2008 Print advertisements When promoting the United Way on both a national and local level. REACH OUT A HAND TO ONE AND INFLUENCE THE CONDITION OF ALL. United Way is creating real. LEND YOUR MUSCLE.

4.8 Sample applications

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way of America 2008

Website
The web page shown here brings to life our unique positioning and personality through use of the core brand identity elements. It also provides a visual benchmark for guiding the development of all United Way sites.
Arial can be used for non-graphical text on websites. Three colors from the United Way color palette were selected for the design of this website.

Home page
The local identifier has a fixed size relationship with the brandmark.
United Way of Anytown

50

4.9 Sample applications

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way of America 2008

Exterior signage
Signage provides a means to consistently identify, locate, direct and inform across operating sites and offices around the country. Shown here are two types of monument signs and one building sign that might appear in front or on a United Way building or office. Exterior signs must use the white background control box around the brandmark as specified in these guidelines.

The trademark symbol does not need to appear on signage.

Note: For exterior signage there are several types of signs available. The examples shown here are for design intent only. They can be used to guide the development of engineering drawings. Precise fabrication methods and exact measurements are determined with your signage vendor.

United Way of Metropolitan Dallas

51

4.10 Sample applications

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way of America 2008

Interior signage
Effective signage is an important opportunity to make a positive impression on internal and external audiences. Shown here are a few signs that might appear near or behind a reception desk. Interior full-color signs must use the white background control box around the brandmark as specified in these guidelines. Metal signs should be made of one metal type and do not need to use the white background control outline.

The trademark symbol does not need to appear on signage.

Note: For interior signage there are many types of signs available. The example shown here is for design intent only. It can be used to guide the development of engineering drawings. The precise fabrication methods and exact measurements are determined with your signage vendor.

Georgetown County United Way

52

4.11 Sample applications United Way Brand Identity Guidelines with Brand Architecture Version 2. the preferred placement for the brandmark is on the right side of the screen. typography and impact graphic should be used. however. the brand color palette. For example. but it may not be “deconstructed” in the reverse action. The brandmark may be animated in any appropriate manner. as long as the brand palette is used and the size and color proportions are maintained. preferably Meta Bold should be used. as long as the brandmark is intact when the action stops. Individual elements and the words “United Way” from inside the brandmark still may not be used as separate images other than to “build” the brandmark. Individual elements may collect on the screen in order to “build” the brandmark. so the brandmark may be centered. 53 . Brand elements used on screen Example of brandmark “build” animation on screen Separated brandmark elements are added one by one in sequence as images move to back. animation and interactive Guidelines for video production align closely to those for print and other media: the brandmark and preferred placement. The full-color version of the United Way brandmark in the only version that should be used in screen applications. Gallagher The brandmark is intact when the action stops. The impact graphic can also be transparent over an image. Brian A. To take advantage of the dynamic nature of video media.0 © United Way of America 2008 Video. including separation of the elements. The brand color palette and our Meta font. Both type and the impact graphic can move. grow or shrink and fade in or out. but this may not be technically possible or esthetically desirable. exceptions to some of the guidelines can be made.

Brand Architecture .

member and offer brands and rationalizing the creation of new brands to ensure that key audiences understand these offers and how they meet their needs. to classifying existing entities based upon their relationship to United Way. It also serves as a guide to help us name and create visual identities for new programs.0 © United Way of America 2008 What is brand architecture? In concept. in effect a roadmap. products and initiatives.1 Brand Architecture United Way Brand Identity Guidelines with Brand Architecture Version 2. brand architecture is a systematic means of ordering the relationships between corporate.5. In practice. What does brand architecture do for us? • It builds awareness and understanding for United Way that is both consistent with the our intent and aligned with our audience's needs • It extends and transfers the United Way brand strengths to build value throughout the whole organization • It promotes simplicity and consistency in our communications 55 . brand architecture is an approach.

Brand architecture visualization 56 .

6) Product or event Partner/Program logo WITH United Way of Anytown WITH A United Way Community Partner OR Community Partner Level 4: Legacy brands and collective initiative identities (see page 6.9) N/A A United Way National Corporate Leader 57 .8) ! ! (optional) United Way of Anytown Level 5: National/local partnerships and co-sponsorships (see page 6.0 © United Way of America 2008 Visual architecture: Overview The levels shown here define the correct visual representation of the brandmark for United Way entities.5) Level 3: Partner dominant with United Way endorsement (see page 6.3) United Way Affinity Group United Way WITH United Way of Anytown Level 2B: United Way product and event identities (see page 6.2) United Way of Anytown United Way Brandmark WITH N/A Level 2A: United Way affinity group identities (see page 6.1 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. Program or Brand Level 1: United Way masterbrand only (see page 6. products.6. events and other branding opportunities. offerings.

2 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. los potius inflammad ut coercend magist et dodecendensse videantur Ut einim ad minim veniam.6. 2003 58 .10 and 2.0 © United Way of America 2008 Level 1: United Way masterbrand only To be used by national and local organizations as their primary means of self-identification. See pages 2. United Way masterbrand only visualization OR ® ® The localized brandmark can use the preferred flexible placement treatment. quis nostrud exercitation ad minim First Edition. but may also use the horizontal or vertical lockup. United Way of Anytown WITH United Way of Anytown United Way masterbrand only examples (Flexible placement treatment) Foothills United Way ! ! Foothills United Way Lorem nobis eligent optio congue: Improb pary minuit.11 for complete specifications.

United Way affinity group identity visualization United Way affinity group identity example United Way Affinity Group (descriptive nomeclature) United Way of Anytown Affinity Group (descriptive nomeclature) WITH OR ® WITH United Way of Anytown United Way Tocqueville Society Leadership Dinner ® United Way of Anytown United Way affinity group identity specifications First upper and then lower case United Way of Anytown Tocqueville Society what matters.0 © United Way of America 2008 Level 2A: United Way affinity group identity To be used for United Way offers that are controlled by United Way. The United Way affinity group identity should appear on the left side of the page with the brandmark placed on the right.6. products and events. individually branded programs. Color treatments Level 2A programs may appear in United Way Blue. but that will not be promoted as separate entities. simplicity and directness. These offers often serve as an overarching association of other. black or white.1. ® Meta Bold Meta Book Italic Other United Way affinity groups include: National Corporate Leadership Program National Professional Council Million Dollar Roundtable Legacy Giving Circle Women’s Leadership Council 59 . United Way masterbrand dominant initiative names should use generic or proper name descriptors. See the United Way brandmark color palette on page 3. audiences do not need to know of them as stand-alone brands.3 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. For clarity.

Artwork for Tocqueville societies is available from United Way of America.6. any associated artwork that does not include the affinity group name may be repurposed for use in association with the Level 2A identities.4 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2.0 © United Way of America 2008 Examples of Level 2A: United Way affinity group identity visualizations As the following examples illustrate. ® what matters. Contact United Way Creative Studio or visit the Brand Management site on United Way Online for more information. however. ® 60 . Logos previously used for affinity groups should be retired. graphics identified with the affinity group may be incorporated into designs using the Level 2A visualizations. United Way affinity group identity examples with associated artwork Repurposed associated artwork Tocqueville Society artwork ® United Way of Anytown Women’s Leadership Council United Way of Anytown United Way Tocqueville Society 2006 Community Leaders 2006 Annual Awards Luncheon ® what matters.

black or white. The United Way product or event identity should appear on the left side of the page with the brandmark placed on the right.0 © United Way of America 2008 Level 2B: United Way product and event identities To be used for United Way offers that are controlled by United Way. any associated artwork (not including the product or event name) may be repurposed for use in association with the Level 2B identities. they are promoted as individual offers in order to create a sense of belonging by their target audiences. Color treatments Level 2B programs may appear in United Way Blue. Because they are unique and add special value to our mission.6. United Way branded program visualization United Way branded program example United Way United Way of Anytown Product or Event WITH Product or Event OR United Way WITH United Way of Anytown Campaign Coordinator’s Guide Day of Caring United Way of Anytown what matters. Logos previously used for products and events should be retired. ® United Way of Anytown United Way branded program specifications Meta Bold 1U 1/2U 1-1/3U United Way of Anytown Day of Caring 61 Meta Book Italic First upper and then lower case Other United Way products and events include: Community Leaders Conference Minority Roundtable State of Caring Index™ Day of Caring Community Readiness . however.5 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. and that have or require their own stand-alone identities.

A United Way Community Partner Meta Book Meta Bold Meta Book 1/2 U 1/2 U 1/2 U Community Partner white box 62 Community Partner .6 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. Color treatments Level 3 endorsements may appear in United Way Blue. Program dominant with United Way endorsement visualization Partner/Program logo WITH A United Way Community Partner OR ! A United Way Community Partner Community Partner Program dominant with United Way endorsement specifications First upper and then lower case 1U Event Name July 3. Do centro ef entrius mata en entrugel.0 © United Way of America 2008 Level 3: Partner dominant with United Way endorsement To be used for offers that are only partially. or not at all. and where there is a desire for mutual affiliation. controlled by United Way. Partner dominant with United Way endorsement example Lorem Ipsem Aqueriusio de matza exo aferica e mantra dolarius quento sud.6. 2006 Aqueriusio de matza exo aferica mantra dolarius quento sud. have or require their own stand-alone identities. black or white. Do centro ef entrius mata en entrugel. Ef entrius inza do zupa terium. Ef entrius do influenza do zupa terium.

0 © United Way of America 2008 Localization of Level 3: Partner dominant with United Way endorsement For that reason. including black. except for black.6.7 Brand Architecture visualization Level 3 visualization reflects the need for mutual affiliation of a partner with United Way generally. Program dominant with local United Way endorsement visualization 1U ® United Way of Anytown Community Partner 1/2 U 1/2 U 1/4 U 1/2 U 1/2 U United Way of Anytown Community Partner white box Program dominant with local United Way endorsement specifications First upper and then lower case A United Way of Anytown Community Partner A United Way of Anytown Community Partner Meta Book Meta Bold Meta Book 63 . the community partner lockups and taglines should be rendered in black. When no United Way brand palette color options are available at all. Note When no United Way brand palette color options are available. Usage is the same as for the nonlocalized versions. both the community partner lockup and the community partner tagline may be localized. United Way Brand Identity Guidelines with Brand Architecture Version 2. the special use white lockups and the white taglines should be reversed out of whatever solid color is being used. however. Where multiple United Ways’ service areas overlap. it may be desirable to indicate which individual United Way is providing the endorsement.

as many aspects of the United Way brand identity should be incorporated as possible.8 Brand Architecture visualization United Way Brand Identity Guidelines with Brand Architecture Version 2. Type and color should be changed to conform to the guidelines wherever possible.6. Legacy brand examples Note: Please refer to 2-1-1 Marketing Materials Logo Usage Guidelines for United Ways for specific graphic guidelines for the 2-1-1® logo. ® Note: Please refer to United Way Success By 6® Logo Guidelines for specific graphic guidelines for the United Way Success By 6® logo.0 © United Way of America 2008 Level 4: Legacy brands and collaborative identities This level is for those identities that represent relationships that are so invested with history. In this case. They are identities that are recognized and promoted on a national level and in which United Way is clearly a partner with others. equity and/or legal constraints that the existing brand identity should remain as is. 64 .

® ® ® A United Way National Corporate Leader 1U ® ® 3/4 U 1/2 U A United Way National Corporate Leader Co-sponsorship horizontal examples and specifications Sponsored by Co-sponsorship vertical examples and specifications Sponsored by Sponsored by ® Sponsored by Sponsored by ® 65 ® ® . United Way can recommend or request that these visualization guidelines be followed. Use the diagrams here to guide their placement. The United Way brandmark should always appear last and farthest to the right or bottom. But it is understood that these guidelines may not prevail in a program that United Way does not control. National/local partnership examples and specifications National Corporate Leadership tagline examples and specifications Note: These examples and specifications apply when United Way is the lead partner in a cooperative effort.1. When one of many or a lesser partner in the effort.0 © United Way of America 2008 Level 5: National/local partnerships and co-sponsorships The logos of partners and co-sponsors should always be center-aligned. spaced equally and optically at the same size.1 Branding Elements United Way Brand Identity Guidelines with Brand Architecture Version 2.

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