Issuu on Google+

BRANDING TOOL KIT


TABLE OF CONTENTS Introduction 1. Brand Essence ....................................................... 03 2. Graphic Style Elements ...................................... 04 Logo(s) Colors Fonts + Graphic Words Package Embellishments Icons Stripes + Patterns Photography 3. Guiding Principles ............................................... 20 Print Digital 4. Legal ......................................................................... 34 5. Final Note ................................................................ 37

1


2


Red Hat Society Brand Essence

The

Red Hat Society

Sisterhood exemplifies the unique

woman to woman supportive, nurturing and funfilling relationships that last a lifetime. As an organization, it is the Red Hat Society’s mantra and PRIORITY to create a one-of-a-kind enriching, informative and

memorable

member experience and

SISTER SOCIETY. The Red Hat Society's goal is to strengthen its connection with members and attract the attention of their target audience, BABY BOOMER WOMEN. Implementing a visual communication strategy that echoes the foundational messages of the organization – lifelong friendships,

boundless support

and

frivolous fun – will not only connect but strongly resonate with these women.

3


Graphic Style Elements: LOGOS Primary Logos

RHS_Main Logo PMS 187 C PMS 2607 C

RHS_Graphic Logo (Corporate Only) PMS 187 C PMS 2607 C

There are two types of logos shown in this section: the Main Logo and the Graphic Logo. In order to create an official consistent brand message, in general the Main Logo is to be used on all Red Hat Society materials. The Graphic Logo was created for print and event materials where more room is available to create a signature corporate logo headline. Do not change or alter the provided logos in any way. Always use the two-color versions in the PMS colors listed above unless limited to one color by the printing process, or when using the logos against a background that requires a one-color application. If the situation lends itself to a one color application, please use only PMS 187 C as that primary color.

4


Graphic Style Elements: OFFICIAL SEAL Primary Logos

RHS_Official_Seal

Ruby Red PMS 187 C

The Red Hat Society Official Seal is to be used on all communication from the Red Hat Society. Due to the new paying membership structure and the amount of confusingly similar competition in the marketplace, the RHS Official Seal was created to easily identify authentic communication, events, promotional partners, advertisers, retailers and official merchandise.

5


Graphic Style Elements: COLOR PALETTE

Ruby Red PMS 187 C

Perky Plum PMS 2607 C

R:135 G:36 B:52

R:79 G:16 B:122

Primary Colors

Fabulous Fuschia PMS 214 C

Luscious Lavender PMS 264 C

Marvelous Mint PMS 372 C

Petal Pink PMS 706 C

Glorious Gold PMS 872 C

Sparkly Silver PMS 877 C

R:207 G:3 B:96

R:194 G:175 B:230

R:215 G:235 B:156

R:245 G:201 B:211

R:141 G:116 B:74

R:132 G:136 B:139

Secondary Colors The signature colors of the Red Hat Society have been evolved to better embrace a member’s lifestyle while maintaining a distinctive brand image for the society. The primary colors are the mainstay for all outreach; however the secondary colors now play a more prominent role to improve communication. The secondary colors signify a specific topic of outreach as follows: 1. Fabulous Fuchsia – Membership communication 2. Luscious Lavender – Partner communication 3. Marvelous Mint – Event communication 4. Petal Pink – Information communication 5. Glorious Gold – Queen communication 6. Sparkly Silver – Contests, promotions for the members Note: All colors are to be used at 100%

6


Graphic Style Elements: TYPEFACES

Shelley Allegro Headline Typeface: used for headers and decorative font uses. Note: The font Shelley should always be set to the Shelley Allegro, other variations of the font are not acceptable.

Note: Custom font used to replace the capital letter “S” in Shelley Allegro. Use this “S” whenever creating headlines or copy that uses this cap letter.

ITC Bodoni Primary Body copyTypeface: used for sub-heads, body copy, captions, or where space is at a premium.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Mixage Digital/Web Only Typeface: Best used for all web safe files.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

The following typefaces are the designated typeface options for all Red Hat Society communication. The font Shelley should always be set to Shelley Allegro. Bodoni was chosen for its diversity and can be used in all forms of the font, including medium, bold and italic to add depth and style to copy. Mixage was chosen as the font for all digital/web communication. Shelley Allegro, ITC Bodoni and Mixage are all available at www.fonts.com. 7


Graphic Style Elements: GRAPHIC WORDS

RHS_GraphicWord_01

RHS_GraphicWord_02

RHS_GraphicWord_04 RHS_GraphicWord_03

This section includes headers and word graphics that will enhance and build your branding communication pieces. Each word has its own characteristics and embellishments that have been added to the base font of Shelley Allegro. These words were chosen as the key words representing the organization, its message and their importance to members. In the embellishment section you will find all the fleurs and swooshes to make the appropriate header and/or graphic word accordingly. 8


Graphic Style Elements: GRAPHIC WORDS CONT’D

RHS_GraphicWord_05

RHS_GraphicWord_07

RHS_GraphicWord_06

RHS_GraphicWord_08

RHS_GraphicWord_09

In using these headers and word graphics, note that these may only be one color, and will follow the specific color formula for each topic of outreach. The primary colors are the mainstay for all outreach and should be used as such. The secondary colors now play a more prominent role to improve branded communication, and these word graphics should reflect that when/where appropriate. 9


Graphic Style Elements: GRAPHIC WORDS CONT’D Examples of Graphic Word Formulas

Base font

Base font

Embellishments

Embellishments

Base font

Embellishments

Should additional words need to be added in the future, please follow the same formula: • Embellishments added to the base font of Shelley Allegro should be included on the ends of each word or phrase, but are not to be overlapping between words for readability sake. • Letters with ascending or descending extensions can be be overlapping between words for the sake of readability. • Lowercase “t’s” can be embellished, as well as the punctuation on a lowercase “i” where appropriate and still legible. • Capital letters should be embellished where readability is not compromised. • Do not use more than 2-3 flourishes per word, depending on the size of the word and/or phrase, and number of ascenders/descenders within the word.

10


Graphic Style Elements: GRAPHIC WORDS CONT’D

Happy Hatters/Hatting

Red Hot

Royally Yours

It’s All About Me

Queen For A Day

Red Gloved Hand in Friendship

Princess

Dress For Excess

Fulfillment

Red Hat Rendezvous

Freedom

There’s Magic In That Hat

Further supporting the Red Hat Society brand and culture, these additional phrases can also be used to augment communication.

11


Graphic Style Elements: EMBELLISHMENTS Ornaments to Embelish Headlines

RHS_Embellishment_01

RHS_Embellishment_05

RHS_Embellishment_11

RHS_Embellishment_02

RHS_Embellishment_06

RHS_Embellishment_12

RHS_Embellishment_03

RHS_Embellishment_07

RHS_Embellishment_13

RHS_Embellishment_04

RHS_Embellishment_08

RHS_Embellishment_14

RHS_Embellishment_09

RHS_Embellishment_15

RHS_Embellishment_10

RHS_Embellishment_16

As noted on the graphic word page, should you need to create additional word graphics, these embellishments have been created in order to keep the styling of all Red Hat Society graphic words consistent and signature. Make sure these embellishments mimic the same size and weight of your graphic words base font, so that all embellishements have equal weight and proportion. 12


Graphic Style Elements: EMBELLISHMENTS CONT’D Ornaments to Embellish Layouts

RHS_Embellishment_17

RHS_Embellishment_20

RHS_Embellishment_23

RHS_Embellishment_18

RHS_Embellishment_19

RHS_Embellishment_21

RHS_Embellishment_24

RHS_Embellishment_25

RHS_Embellishment_22

RHS_Embellishment_26

These embellishments are provided to add a touch of feminine style or graphic punctuation to the Red Hat Society communication. Please use them selectively to avoid over-designing the communication, and losing the true intent of these delicate additions. Use them to break up some of the patterns to add some femininity and white space; to visually and graphically distinguish space between a headline and a sub-head; or to end an article or ad with a graphic flair. Make sure these embellishments mimic the same size and weight of your graphic words base font, so that all embellishements have equal weight and proportion. 13


Graphic Style Elements: ICONS

RHS_Icons_01 RHS_Icons_02

RHS_Icons_05

RHS_Icons_04 RHS_Icons_03

14


Graphic Style Elements: PATTERNS

RHS_Stripes_05

RHS_Stripes_02

RHS_Stripes_03

RHS_Stripes_01

Primary Stripes

RHS_Stripes_04

Secondary Stripes

These patterns were designed to be used as backgrounds, borders or design elements as shown on pages 23 through 29. All swatch patterns are created at 100%, in repeat format. Do not scale these patterns over 100% or under 60%. Secondary stripes should follow the color palette formula found on page 7 in order to effectively communicate the specific topic of outreach. Please use these sparingly, and paired with

graphic embellishments to communicate and maintain the feminine softness of the brand image. 15


Graphic Style Elements: PATTERNS CONT’D

RHS_Patterns_03

RHS_Patterns_06

RHS_Patterns_02

RHS_Patterns_09

RHS_Patterns_05

RHS_Patterns_01

RHS_Patterns_08

RHS_Patterns_04

RHS_Patterns_07

The patterns were designed to add depth and interest to communication while reinforcing the brand message. They can be used as borders and design elements but not as a background unless it is tonal/transparent in appearance. Do not scale these patterns over 120% or under 25%.

16


Graphic Style Elements: PATTERNS CONT’D

RHS_Patterns_10

RHS_Patterns_11

RHS_Patterns_1 2

RHS_Patterns_13

These patterns were developed to reinforce the iconic messages of the organization. They can be used as design elements or as a background pattern. Do not scale these patterns over 175% or under 60%. 17


Graphic Style Elements: PHOTOGRAPHY

RHS_Photo_06

RHS_Photo_02

RHS_Photo_03

RHS_Photo_04

RHS_Photo_05

RHS_Photo_07

RHS_Photo_01 RHS_Photo_08

RHS_Photo_13

RHS_Photo_14

RHS_Photo_09

RHS_Photo_15

RHS_Photo_10

RHS_Photo_11

RHS_Photo_16

RHS_Photo_12

RHS_Photo_17

18


Graphic Style Elements: PHOTOGRAPHY CONT’D

RHS_Photo_18

RHS_Photo_22

RHS_Photo_23

RHS_Photo_20

RHS_Photo_27

RHS_Photo_28

RHS_Photo_21

RHS_Photo_32

RHS_Photo_24

RHS_Photo_25

RHS_Photo_26

RHS_Photo_19

RHS_Photo_31 RHS_Photo_29

RHS_Photo_33

RHS_Photo_30

RHS_Photo_34

RHS_Photo_35

19


The Red Hat Society


Guiding Principles: PRINT TYPE TREATMENT + USAGE

Headline Treatment Shelley Allegro

OUR

RED HATS ARE THE CROWNING SYMBOL OF OUR MEMBERSHIP IN THE SISTERHOOD. WE

Proudly

WEAR OUR RED HATS AND PURPLE REGALIA, AND WE ARE LOYAL TO OUR

Traditions . WE ARE THE RED HAT SOCIETY AND THERE IS

MAGIC IN OUR HATS!

Sub-Head Treatment ITC Bodoni (all versions) + Shelley Allegro

We are the women in the red and pink hats. We are the ones enjoying life to the fullest, no matter where we are or what we are doing! We are the mothers, daughters and grandmothers, of society. Some may ask, "What do you do?" The answer is... We do exactly what we wish to do. Font: ITC Bodoni

23


Guiding Principles: PRINT GRAPHIC LAYOUTS Newsletter Official Seal: Top Right Corner Headline Treatment: in appropriate palette for communication Horizontal Stripe Pattern: in appropriate palette for communication December 2009

Month and date of newsletter

Graphic embellishment Aenean est augue, tincidunt at, pellentesque

Lorem ipsum dolor sit amet, consectetur

ut, imperdiet eget, nulla. Sed ipsum nunc,

adipiscing

aliquet sed. Lorem ipsum dolor sit amet,

tincidunt at, pellentesque ut, imperdiet eget,

consectetur adipiscing elit.

estryd

augue,

Luctus nec,

nulla. Sed ipsum nunc, aliquet sed, luctus nec, scelerisque aliquet, velit. Pellentesque

diam, vulputate non, dignissim nec, iaculis

lectus diam, vulputate non, dignissim nec,

sed, ipsum. Integer eu mauris eu ligula

iaculis sed, ipsum. Integer eu mauris eu ligula

malesuada. Vivamus arcu risus, fringilla.

sollicitudin malesuad scelerisque aliquet,

Donec congue metus a augue. Aenean

velit. elit. Duis vel tempor. Mauris dolor est,

interdum bibendum leo blandit pulvina.

interdum eu, sapien a turpis pharetra

dolor sit amet, consectetur

adipiscing

est

Aenean

Aenean

scelerisque aliquet, velit. Pellentesque lectus

Lorem Ipsum elit.

elit.

augue,

tincidunt

at,

Two column body copy in ITC Bodoni Informal to help break up page

Body copy with specific words highlighted in Shelley or all caps, in RHS primary colors.

pellentesque ut, imperdiet eget, nulla. Sed ipsum nunc, lectus diam, VULPUTATE non, dignissim nec, iaculis sed, ipsum.

Integer

eu

mauris

eu

ligula

sollicitudin

Brackets used as graphic element to break up copy

malesuada. Vivamus arcu risus, bibendum vitae, lectus. Praesent ACCUMSAN dolor in elit. Vestibulum sit amet neque ut nunc iaculis hendrerit. Sed eget tortor ut lectus.

Photo(s) to illustrate topic(s); If photos not available or appropriate, use a graphic icon that coincides with outreach topic.

Always include Seal 24


Guiding Principles: PRINT GRAPHIC LAYOUTS Sponsor/Partner Ad Official Seal: Top left corner Main Logo: Top right corner Headline Treatment: in appropriate palette for communication

Call To Action!

Sub-Head in ITC Bodoni: Call to action showcasing sponsor/partner benefits

Lorem Ipsum dolor sit amet, consectetur adipiscing elitmesuada sed, ipsum. Aenean est augue, tincidunt at, lentesque ut: • Imperdiet eget, nulla sed vulputate ipsum nunc,

Body copy in ITC Bodoni with bullets to highlight call to action for sponsor/partner

lectus tortor ut lectus aliquam • Dignissim aculis sed, ipsum integer eu mauris eu ligula amet neque ut nunc • Sollicitudin mesuada vivamus arcu risus

Photo to illustrate sponsor/partner product, service or good(s)

• Bibendum vitae, lectus. Praesent dolor in elit

Vestibulum sit amet neque ut nunc iaculis hendrerit.

Word pattern in appropriate color palette with tonal accents to emphasize/establish Red Hat Society as proprietor

Sed eget tortor ut lectus aliquam scelerisque pharetra lorem. Suspendisse sed mi ligula amet neque ut nunc.

Embellishment used as graphic element; only use one per layout

25


Guiding Principles: DIGITAL TYPE TREATMENT + USAGE

Lorem Ipsum Dolor Sit Amet. Headline Treatment: ITC Bodoni

Headline Treatment – where space permits Shelley Allegro

OUR

RED HATS ARE THE CROWNING SYMBOL OF OUR MEMBERSHIP IN THE SISTERHOOD. WE

Proudly

WEAR

OUR RED HATS AND PURPLE REGALIA, AND WE ARE LOYAL TO OUR

Traditions. WE ARE THE RED HAT SOCIETY AND THERE IS MAGIC IN OUR HATS! Sub-Head Treatment: ITC Bodoni (in all forms)

We are the women in the red and pink hats. We are the ones enjoying life to the fullest, no matter where we are or what we are doing! We are the mothers, daughters and grandmothers, of society. Some may ask, "What do you do?" The answer is... We do exactly what we wish to do. Font: Mixage

27


Guiding Principles: DIGITAL GRAPHIC LAYOUTS Informational/Member Articles

RHS Main Logo

Vertical Stripe Pattern: in appropriate palette for communication; graphic embellishments combined to maintain the feminine softness of the brand image. Stripes should appear thin in total width of pattern, and be used sparingly. Headline Treatment: in appropriate palette for communication; For web graphics, create header as a jpeg in order to keep the integrity and consistent visual message of all headers

LOREM IPSUM DOLOR

SIT AMET,

CONSECTETUR ADIPISCING ELIT. AENEAN EST AUGUE, TINCIDUNT

AT, PELLENT

Photo(s) to illustrate topic(s); if photo not available or appropriate, use graphic icon(s) Sub-Head Treatment: in ITC Bodoni; using all forms and appropriate colors for communication

Sed Ipsum NUNC, Aliquet Sed, LUCTUS NEC. UT IMPERDIET.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean est augue, tincidunt at, pellentesque ut, imperdiet eget, nulla. Sed ipsum nunc, aliquet sed, luctus nec, scelerisque aliquet, velit. Pellentesque lectus diam, vulputate non, dignissim nec, iaculis sed, ipsum. Integer eu mauris eu ligula sollicitudin malesuada.

Body copy in Mixage

Vivamus arcu risus, fringilla sed, auctor vel, bibendum vitae, lectus. Praesent accumsan dolor in elit. Vestibulum sit amet neque ut nunc iaculis hendrerit. Sed eget tortor ut lectus pellentesque commodo. Pellentesque a quam. Nulla pretium lorem ac tortor. Sed iaculis eros. Aliquam bibendum, arcu a pulvinar semper, dui turpis hendrerit justo, vel tempor leo neque et enim. Vestibulum ligula. Cras neque. Donec molestie. Aliquam scelerisque pharetra lorem. Suspendisse sed mi. Cum sociis natoque penatibus et magnis dis parturient montes.

Official Seal: Bottom Right Corner 28


Guiding Principles: DIGITAL GRAPHIC LAYOUTS Friday Broadcasts

November 13, 2009

Horizontal Stripe Pattern: in appropriate palette for communication; graphic embellishments combined strategically to maintain the feminine softness of the brand image. Icon included to break up the space and illustrate the appropriate topic and/or theme RHS Main Logo Sub-Head Treatment: in ITC Bodoni Headline Treatment: in appropriate palette and font for communication; For web graphics, create header as a jpeg in order to keep the integrity and consistent visual message of all headers

LOREM IPSUM

dolor sit amet, consectetur adipiscing elit. Aenean est augue,

tincidunt at, pellentesque ut, imperdiet eget, nulla. Sed ipsum nunc, aliquet sed, luctus nec, scelerisque aliquet, velit. Pellentesque lectus diam, VULPUTATE non,

Photo(s) to illustrate topic(s); if photo not available or appropriate, stack the copy into two columns for diversity, and a clean message

dignissim nec, iaculis sed, ipsum. Integer eu mauris eu ligula sollicitudin malesuada. Vivamus arcu risus, fringilla sed, auctor vel, bibendum vitae, lectus. Praesent ACCUMSAN dolor in elit. Vestibulum sit amet neque ut nunc iaculis hendrerit. Sed eget tortor ut lectus pellentesque commodo. Pellentesque a quam. Nulla pretiume.

Body copy in Mixage

arcu vel massa tristique tincidunt. Morbi metus. Nullam fermentum, diam sit amet mollis gravida, odio lacus gravida erat, dictum malesuada leo tortor a magna. Aenean leo magna, sollicitudin quis, pellentesque nec, suscipit et, purus. Curabitur ac nulla. Aliquam a neque. Duis pellentesque libero in justo. Vivamus ipsum risus, ultricies quis, vulputate id, cursus vel, arcu. Nullam tempor dui sit amet est. Fusce et dui. Duis quis ligula. Nulla lorem risus, egestas et, iaculis in, convallis vel, leo. Donec facilisis nisl luctus risus. Pellentesque porta. Morbi nec neque. Nulla rhoncus, nisl nec gravida lacinia, justo massa mollis leo, et auctor nibh quam non dolor. Class

Vertical Stripe Pattern: in appropriate palette for communication; Stripes here should appear thinner in total width of pattern than above stripe, consistently maintaining a feminine softness.

aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam in erat. Sed laoreet metus quis risus. Donec ac sem id sapien imperdiet cursus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam in erat. Sed laoreet metus quis risus. Donec ac sem id sapien imperdiet cursus. Praesent magna. Duis iaculis tortor at leo. Nullam massa ipsum, imperdiet sit amet, imperdiet id, fringilla eget, nibh. Pellentesque porta. Morbi nec neque. Nulla rhoncus, nisl nec gravida lacinia, justo massa mollis leo, et auctor nibh quam non dolor.

Official Seal: Bottom Center 29


Guiding Principles: DIGITAL GRAPHIC LAYOUTS Sponsor/Partner Ad Official Seal: Top left corner Main Logo: Top right corner Headline Treatment: in appropriate palette for communication; For web graphics, create header as a jpeg in order to keep the integrity and consistent visual message of all headers

Call To Action! Lorem Ipsum

Sub-Head in ITC Bodoni: Call to action showcasing sponsor/ partner benefits

dolor sit amet, consectetur adipiscing elitmesuada.

Aenean est augue, tincidunt at, lentesque ut: • Imperdiet eget, nulla sed vulputate ipsum nunc,

Body copy in Mixage with bullets to highlight call to action for sponsor/partner

lectus tortor ut lectus aliquam • Dignissim aculis sed, ipsum integer eu mauris eu ligula amet neque ut nunc

Photo to illustrate sponsor/partner product, service or good(s)

• Sollicitudin mesuada vivamus arcu risus • Bibendum vitae, lectus. Praesent dolor in elit

Vestibulum sit amet neque ut nunc iaculis hendrerit.

Word pattern in appropriate color palette with tonal accents to emphasize/establish Red Hat Society as proprietor

Sed eget tortor ut lectus aliquam scelerisque pharetra lorem. Suspendisse sed mi ligula amet neque ut nunc.

Embellishment used as graphic element; only use one per layout

30


Guiding Principles: DIGITAL GRAPHIC LAYOUTS Non-Partner Ad

Main Logo: Top left corner

Call To Action! Lorem Ipsum dolor sit amet, consectetur adipiscing elitmesuada. Aenean est

Headline Treatment: in appropriate palette for communication; For web graphics, create header as a jpeg in order to keep the integrity and consistent visual message of all headers Sub-Head in Bodoni: Call to action showcasing sponsor/partner benefits

augue, tincidunt at, lentesque ut: • Imperdiet eget, nulla sed vulputate ipsum nunc, lectus tortor ut lectus aliquam • Dignissim aculis sed, ipsum integer eu mauris eu ligula amet neque ut nunc

Body copy in Mixage with bullets to highlight call to action of non-partner

• Sollicitudin mesuada vivamus arcu risus • Bibendum vitae, lectus. Praesent dolor in elit

Vestibulum sit amet neque ut nunc iaculis hendrerit. Sed eget tortor ut lectus aliquam scelerisque pharetra lorem. Suspendisse sed mi ligula amet neque ut nunc eget, nulla sed vulputate ipsum nunc, lectus tortor ut lectus aliquam.

Official Seal: Bottom Center Primary color palette to emphasize/establish Red Hat Society as proprietor

31


Guiding Principles

Less Is More – the new tool kit offers many design elements to incorporate into your design. Please use them judiciously to enhance versus clutter your outreach. Age Appropriate – studies have shown that when communicating with the Baby Boomer generation clean, bold design is preferred and appreciated. We embrace this philosophy with a warm hearted touch of femininity. Ways to Communicate – utilize visual design, color and graphic words and elements to effectively communicate your story, or information. Consistency – a distinctive brand image is built through consistent usage of the branded elements to create complementary designs that tell a unified brand story. Protect – always include the Red Hat Society seal on all materials, products and promotions to protect the integrity of the society and quickly identify official outreach. Legal – always include the appropriate legal mark(s) and legal lines on all outreach to ensure we protect the integrity and longevity of the RHS intellectual property.

32


Legal PROPER DESIGNATION OF RHS TRADEMARKS AND COPYRIGHTS As stated in the attachment to this document which is on file with the RHS Legal Department and updated from time to time*, the Red Hat Society has registered trademarks and copyrights for “Red Hat Society,” “Purple Perks,” Ruby as a pictured design, the picture of the Sash/Swoosh adorning the RHS hat logo, “Scarlet Sparkle,” and Women at Play in the design of a sign. All of these trademarks, when used to designate products or services or in collateral promoting the Red Hat Society or its products or services should be followed/accompanied by the use of “®” (for example, Red Hat Society®). RHS also claims other trademarks based on prior use of these marks such as our hat logo (which we are currently in the process of registering), “Red Hat,” “Pink Hat,” “Red Hatter,” “Red Hattitude,” and “RHS,” which should be followed/accompanied by “TM” (for example, RHS™). In certain cases when specified by the Legal Department, it may be appropriate to include the statement “All marks are the sole and exclusive property of The Red Hat Society, Inc., and may not be used without the prior written consent of the Red Hat Society.” All creations of the Red Hat Society for which we claim copyright (both words and images) should be accompanied by “©” as follows: “© The Red Hat Society, Inc. [date(s)].” In the use of the RHS Tool Kit to present trademarks or copyrights or produce creative expressions, please check with the RHS Legal Department with any questions regarding proper designation of trademarks and copyrights. The guidance of this page is intended to facilitate proper designation, but such designation is not a black or white proposition. When in doubt, please consult with the Legal Department. *For example, the Red Hat Society is in the process of completing the sale of its registered trademark “Fun Points®” to a third party, and this mark should not be used on behalf of RHS.

34


Legal

35


34


Final Note

The heart of the

Red Hat Society

is the bond these women share

with each other, and Hatquarters is the essential ingredient creating and NURTURING this precious bond. Communication and materials for members should be developed with this knowledge in mind. Utilizing all aspects of the Tool Kit to creatively and visually reinforce the

sisterhood

between these women will ensure outreach resonates and warms their hearts further. Oh and don’t forget the FUN! These ladies are ALL about having a great time together.

Heartfelt,

Feminine

and Fun translates to successful RHS campaigns.

37


Red Hat Society Brand Guide