BRANDING: Voices for Vaccine Logo and Brand

branding guidelines

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philosophy mission.....................................................3 vision........................................................4 core values..............................................4 mood & voice...........................................5 look & feel.................................................6

logo

logo components.....................................8 standard logo...........................................9 logo with tagline....................................10 gray scale logos.....................................11 logo clear space....................................12 logo dont’s..............................................13 colors........................................................14 typography..............................................15

imagery

icons......................................................16 core elements........................................18 illustrations............................................19 photography..........................................20

applications

digital & social media ...........................21 email......................................................23 print collateral.......................................24 newsletter..............................................26 templates...............................................27

our philosophy our mission Voices for Vaccines is a parent-led organization that serves as a catalyst to spark positive parent-to-parent conversations about vaccines and the diseases they prevent by: • supporting communities • building networks • developing fact-based content that enables parents to make healthy, informed decisions about vaccination for their children and their communities.

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our philosophy our vision

We strive for a world where children do not suffer from vaccine-preventable diseases: our work empowers parents understand the true risks of these diseases, fosters confidence in vaccines, and restores faith in the science that has prevented millions of childhood deaths.

our core values Parents are experts too We recognize that parents are the experts regarding their own children; as such they need to be at the table when vaccine decisions are being made.

Parents need to access to the science We believe parents, families, and friends need appropriate access to the science and experts in order to build confidence in vaccines.

Science needs to be understandable We know science needs to be understandable to be believable and the most effective way to translate this science is to personalize it. We do that through stories, testimonials, and conversations.

Parents need community We build a positive community for parents, as well as family and friends, to learn and be empowered to make positive decision about vaccination. In order to welcome uncertain parents, we frame our work as pro-vaccine rather than “anti-antivaccine.�

our mood and voice We all love the children in our lives Ěś they are our hearts, our souls, and our worlds. And we all want to do what is best to ensure they grow up healthy. We know vaccines help ensure that future.

But we also know that some parents, family members, and friends are confused.

We provide a safe and welcoming community where families can ask questions about vaccines and the disease the prevent without judgment in order to get the facts ̜ the real facts, based on science not speculation. We’ve built a community of supportive parents who are happy to spark a conversation to help parents make truly informed decisions to keep their children safe.

We speak in first person to create an engaging, inclusive & personal narrative

well-informed supportive friendly welcoming 5

our look & feel we love color...

Bold & Graphic Big swatches of color and thick outlines for an eye-catching design

and white space!

Rounded fonts and elements For a more informal, welcoming feel Lots of white space For a clean, crisp, and contemporary look Powerful Positive Imagery Loads of smiling, happy, and healthy children and families to reinforce the positive nature of vaccination

our logo

Our logo is the cornerstones of our brand. It’s the key visual element, incorporating our look and feel, color palette, and typography.

It’s a visual representation of our mission ̜ to foster conversations about vaccines among parents and other adults who have children they love.

It is important that the logo be used consistently in order to reinforce the brand and provide a strong and recognizable identity.

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our logo: variations logo with tagline

credible vaccine information for parents, from parents

credible vaccine information for parents, from parents

credible vaccine information for parents, from parents

logo with tagline

credible vaccine information for parents, from parents

Our color palette is a strong part of our brand so we discourage the use of gray-scale. It should only be used for print where color is not an option (such as newsprint ads if color is not feasible).

our logo: clear space White space is an important part of our brand. It’s is important that we ensure adequate “clear� space around the logo.

There should be at least half the size of the dialogue box space around all sides of the logo.

logo components Both the identifier and tagline may be used independent of the entire logo but they cannot be recolored or stretched.

identifier

tagline

credible vaccine information for parents, from parents 9

our logo: brand rules do this... a.

use the right logo for the space

b.

ensure proper white space

c.

a.

this logo can be used in most spaces:

credible vaccine information for parents, from parents

do add elements outside of the clear space

this logo is best for long but short spaces: credible vaccine information for parents, from parents

b.

acceptable treatment:

best treatment:

c.

Celebrating National Immunization Week

our logo: brand rules don’t do this... a.

don’t stretch or squash the logo

b.

don’t rotate the logo

c. d.

don’t add elements inside the clear space

e.

b.

f.

don’t use off brand colors

e.

don’t use additional elements

f.

don’t rearrange any parts of the logo

g.

a.

g. c.

don’t put the logo in front of a back ground

Celebrating National Immunization Week

d.

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our color palette

Pantone 105-8 C C100 M77 Y17 K4 R7 G78 B140

On occasions some neutral grays are needed in design. These are the only grays to be used in our designs as they are clean, clear, and work well with our core colors.

Pantone 157-8 C C43 M0 Y96 K0 R158 G204 B65

Pantone Cool Gray 1C C8 M6 Y7 K0 R226 G225 B223

Pantone 73-15 C C5 M91 Y0 K0 R226 G58 B149

Pantone Cool Grey 8C C47 M37 Y37 K18 R105 G108 B109

Pantone 118-8C C75 M12 Y14 K0 R0 G170 B204

Pantone Black 6C C66 M61 Y42 K36 R60 G58 B72

our typography Arial is our core suite of fonts.

We use Arial because its san serif design is more informal and it is a font that everyone has access to, ensuring that networks who create materials are able to adhere to the brand.

For infographics and other visuals, Moon Flower Bold is used sparingly as a design element.

arial black use for headings and headlines lower case

arial black

Arial Regular use for body copy, regular, bold, italics sentence case

arial regular

moon Flower bold

moon Flower bold regular

use for infographics upper case

regular

abcdefghijklm nopqrstuvwxyz 1234567890

regular

abcdefghijklm nopqrstuvwxyz 1234567890

abcdefghijklm nopqrstuvwxyz 1234567890 13

our imagery: icons Our brand uses illustration as a cornerstone of its identity. Icons provide visual cues, encourage engagement, and help with brand recognition. They should be used consistently in digital, social media, print materials.

digital & social media website

facebook

twitter

you tube

rss

pinterest

linked in instagram

email

podcast

blog

engagement & calls to action

• photo / • share a photo

• help us reach a goal

• share a video • watch this!

• conversation tips • conversation opportunity

• great idea • share the love • learning resource

• network opportunity

• ask an expert

• recognizing a champion • be a champion

• share your story

our imagery: icons partners

Research Institutions

Educators

Investors

Health Professionals

Government Policy Makers

Community Partners

Parents, Families & Friends

concepts

Vaccine/ Vaccination

Strong Immunity

Vaccine Basics

In the News

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our imagery: core elements The circle dialogue bubble that is part of the logo is a design element. It can be used in any of the palette colors and any size but can not be stretched. If it is layered onto other graphics, a visible white outline should be used.

The heart is the other core element of our brand. It be colored pink or white only. It is OK to angle the heart but not stretch the shape.

our imagery: illustrations Our illustrations are carefully crafted - they are not simply pretty pictures but are stand alone communications that both explain concepts and engage our audiences.

The graphics are bold, simple, with strong blocks of color.

They use our icons as elements to further reinforce the brand.

Our scientific visuals must show values, have a clear title and legend, and provide a source.

Our illustrations are the only place that Moon Flower Bold font is used as a design researchers & medical element. professionals

We also ensure their voices are heard at the local, state, and national levels in vaccine policy discussions.

We build local networks of parents, creating welcoming supportive spaces to learn about vaccines and the disease they prevent.

And connect them, building a national grid of informed communities, supportive of vaccines.

We support these networks with training, tools, and resources.

Parents are empowered and informed to make the best health decisions for their children, which translates into high immunization coverage and healthier communities

Parents use of online communities & social media Pregnant (2-4 months) Pregnant (5-7 months) Parents of newborns (0-4 months) Parents of babies (5-9 months)

Government agencies & policy makers

parents

28% 38% 36% 39%

50% 63% 65% 73%

Member of an online parenting group

Likely to use Facebook to get family/friend recommendations

68% 64% 52% 55% Say social media helps them learn about parenting-related topics

Source: Facebook commissioned survey conducted by Ignite 360, May 2018, n=1,620 expecting or new parents in US ≼ 18 years.

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our imagery: photography yes!

Smiling, happy family with eyes looking at the camera - representing health.

no!

The child is not facing the camera and appears to be crying. We don’t show negative reactions to vaccines. Also people do not like “shot” images.

Colorful with great contrast and white space. Happy, healthy, smiling children looking at the camera.

Beautiful, smiling, healthy baby looking at the camera, but it’s black and white, our brand is all about color.

As an alternative, use a very wide colorful border .

Adorable, vaccine-aged tot, smiling and looking at the camera.

Terrible to show a negative vaccine reaction - no screaming children! No squeamish parents! No flummoxed looking health providers!

Note the diversity of ethnicities - we want to make sure we represent a diverse community.

application: social media

twitter

• • • • • • •

Header image: 1500 x 500 | max 5 MB Profile image: 400 x 400 | 2 MB In-streaming image: 506 x 253 Landscape video: 320 x 180, 640 x 360, or 1280 x 720 Portrait video: 240 x 240, 480 x 480, or 640 x 640 Video length: max 140 sec Average video length: 45 sec

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application: social media

facebook

• • • • • • • • •

Cover video: 820 x 462 Cover video min length: 20 sec Profile Image: ≥180 x 180 Share post image: 1200 x 630 Event cover 1920 x 1080 Share video dimensions: 1280 x 720 Min video width: 600 pixels Video length: max 12 min Average video length: 1min

I vax post

Fast facts post

Cover video

application: social media

you tube

• • • • • • • • •

Cover video: 820 x 462 Cover video min length: 20 sec Profile Image: ≥180 x 180 Share post image: 1200 x 630 Event cover 1920 x 1080 Share video dimensions: 1280 x 720 Min video width: 600 pixels Video length: max 12 min Average video length: 1min

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application: social media • Profile image: 165 x 165 | max 10 MB • Board cover image: 222 x 50 (min 55 x 55) • Pinned image preview: 236 pixels wide

pinterest

instagram

• • • • • • • • •

• • • • •

linked in

Profile image: 110 x 110 Shared photos: 1080 x 1080 Stories resolution: 1080 x 1080 (min 600 x 1067) | max 4 GB IGTV video resolution: 1080 x 1920 IGTV video length: max 10 min Stories length: max 15 sec Max video resolution: 1080 x 1080 Video length: max 60 sec Average video length: 30 sec

Company cover: 1536 x 768 | max 4 MB Company logo: 300 x 300 | ax 4 MB Company page banner: 646 x 220 | max 2 MB Shared image: 350 pixels wide Required video dimensions: 480 x 360, 640 x 360, 640 x 480, 960 x 720, 1280 x 720, 1440 x 1080, 1920 x 1080 • Video length: max 10 min • Average video length: 30 min

application: digital and print email signature

print collateral

Karen Ernst Executive Director 500.555.1212 www.VoicesForVaccines @Voices4Vaccine facebook.com/voicesforvaccines

credible vaccine information for parents, from parents

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application: newsletters Use MailChimp’s Responsive Email Template

October 2019

credible vaccine information for parents, from parents

Dear <<First Name>>, National Immunization Awareness Month is August, and we have some great ways for you to get involved now to make NIAM a success!

In this edition: • Partnership has privileges • Help us prepare for NIAM • New news

credible vaccine information for parents, from parents

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Thanks for your support!

- Jane S

Support our work

donate Our goal this month is to raise enough funds to pay for materials and training for a new network! Can you help us build the community that protects our children and communities?

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Share the Love:

Just the facts:

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Support our work Our goal this month is to raise enough funds to pay for materials and training for a new network! Can you help us build the community that protects our children and communities?

Share the Love:

donate

application: power point template

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