TABLE OF CONTENTS
BRAND STRATEGY
OUR BRAND
Brand is all the ways we tell our story and how we present ourselves to the world visually and through messaging. Every time you interact with others, you have the opportunity to spread the Dorcas Brand.
WHO WE ARE & WHAT WE DO (MISSION STATEMENT): At Dorcas Ministries, we help our neighbors thrive by providing financial and food assistance, training and coaching, client advocacy, a platform for people to make a difference, and a best-in-class thrift shop for our community�
HOW WE DO IT: With a focus on upholding dignity, embracing innovation, responsibly stewarding community resources, fostering equity, and being a trusted and reputable organization, we help our neighbors thrive�
VALUES: Compassion, Dignity, Innovation and Stewardship
TAG LINE: Helping our neighbors thrive
QUICK HIGHLIGHTS
FOUNDED IN 1968; 56-year-old nonprofit community agency
COMMUNITY SERVICES is funded through donations and revenue from the Dorcas Thrift Shop�
DORCAS THRIFT SHOP provides an opportunity for low-cost, high-quality items, and a dignified shopping experience.
DORCAS PLAZA provides a community hub and reasonably-priced, flexible alternative for five community organizations.
ONLINE PRESENCE & MEDIA REQUESTS
WEBSITE: www DorcasNC org
SOCIAL MEDIA: Facebook, Instagram, LinkedIn, YouTube; Official channels use the Dorcas logo as the profile picture; Departmental channels should not be created or used.
MEDIA AND PRESS: All communication concerning media and press should be directed to the Senior Director of Marketing and Communication, who will determine an appropriate response and engage others as needed
BRAND AND VISUAL IDENTITY: Any internal or external use of Dorcas’ visual elements and language should adhere to the Dorcas Style Guide and must be approved by the Senior Director of Marketing and Communication�
VISUAL IDENTITY
COLOR PALETTE
TYPOGRAPHY
ELECTRONIC & SYSTEMS COMMUNICATION | Email, Word, PowerPoint
REGULAR
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BOLD
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DESIGN & LAYOUT | ADOBE CREATIVE SUITE
AVENIR BOOK
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AVENIR BLACK
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AVENIR
LOGO USAGE
The Dorcas Brand Strategy mandates the use of a single, stand-alone logo, which is the face of our organization� When used consistently, the logo strengthens our identity and further enhances the Dorcas brand�
Below are the only acceptable versions of our logo� No additional logos or marks may be created� Any department, program, event, campaign or initiative must use the Dorcas logo as approved� Do not modify the shape or color of the logo in any way�
Use of the center-aligned logo is preferred and ideal to create balance The horizontal version is ideal for headers and footers and should be used when vertical space is limited�
FULL COLOR
The full-color version of the logo is the preferred version and, whenever possible, should be used on all branded materials Use this version of the logo when CMYK printing is available or RGB is needed for screen viewing This version of the logo may only appear on a white background
BLACK
When applying the logo in 1-color applications, such as faxes, newspaper ads or premium items, use the black version on a white background You may also use the black logo on a lightcolored background, but only when a solid white background is unavailable The black logo must always be solid black, not grayscale
KNOCKOUT (WHITE)
The knockout version is for use on a dark background or photograph� When using this version, you must ensure that the background color or photograph is dark enough to provide contrast for legibility To maintain a transparent background in Microsoft Office programs, use the PNG file format of the logo.
Note: Knockout versions of the logo are not meant to be contained in boxes� The boxes used in the examples to the left are not a part of the actual artwork, but simulated backgrounds
EMAIL SIGNATURE
Email signature options are below� All initial outgoing message signatures must use at minimum the BASIC template below Reply signatures can be shortened There are two signature selections with a couple of optional add-ons as well
EMAIL SIGNATURE TEMPLATE OPTIONS:
BASIC
First & Last Name
Full Title
Dorcas Ministries (o) 919�469�9861 x102 | (c) 919�971�2191 (w) dorcasnc org
BASIC + PHYSICAL ADDRESS
First & Last Name
Full Title
Dorcas Ministries
187 High House Rd , Cary, NC 27511 (o) 919�469�9861 x102 | (c) 919�971�2191 (w) dorcasnc�org
FOR ALL SIGNATURES:
> Name must be bolded
> Job title & Dorcas contact info must be unbolded
> Including your cell number is optional
> There must be a space between your title and “Dorcas Ministries”
> Must use BASIC option at minimum
> Approved font is Verdana
OPTIONAL ADD-ON | Pronouns: Add directly following your name in non-bolded type
First & Last Name (pronouns)
Full Title
Dorcas Ministries (o) 919�469�9861 x102 | (c) 919�971�2191 (w) dorcasnc org
OPTIONAL ADD-ON | Scheduling tool: Add a new line below the Dorcas URL
First & Last Name
Full Title
Dorcas Ministries (o) 919 469 9861 x102 | (c) 919 971 2191 (w) dorcasnc�org
The scheduling link goes here�
TOOLS & RESOURCES
CANVA
Dorcas has a master Canva account set up for use and collaboration across the organization� Content is organized in folders for various departments and projects� Dorcas employees needing access to the account will be invited to join the Canva team account via email
Brand kit includes logos, fonts, graphics, and social media icons� The approved fonts below may be used for graphics in Canva and are already preset in the brand kit�
Any marketing collateral (graphics, flyers, posters, general signage, brochures, etc.) must be approved by the Senior Director of Marketing & Communicaiton before they are published internally or externally�
HEADER FONTS
ANTON
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SUNBORN
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BODY FONTS
MONTSERRAT
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AVENIR
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