Brand Identity Guidelines Standards for El Buen Samaritano Episcopal Mission Version 1.0, Last Updated June 2013
Why Standardize? Our 2012-2017 Strategic Plan calls for us to become a model and nonprofit leader for delivery of services to meet the increasing demand of a growing population. How can one fairly small organization achieve such big goal? We can only achieve this goal by working together, integrated in everything we do, toward our common vision. If we are to be seen as a nonprofit leader while we grow our programs and services to continue to meet the increasing demand of our growing population, we need to work together representing El Buen Samaritano Episcopal Mission with a unified and consistent visual identity. Our name and logo are important already-recognized and established assets. As we grow, our brand extends through geographic locations and cultures. Therefore, we must present a consistent image if we are to be recognized by clients, friends and partners across Central Texas. These guidelines are written as a proactive measure to reflect the larger, more complex organization El Buen Samaritano is to become. They will guide us in becoming better stewards of our brand in the 21st century. One hopeful mission. One ambitious vision. One consistent voice. El Buen Samaritano Episcopal Mission Ivรกn Dรกvila Manager, Communications and Marketing
Our Portfolio 1.0 Master Brand El Buen Samaritano Episcopal Mission 2.0 Core Program Identities Integrated Behavioral Health Program Basic Needs Program Child Learning Center Program Adult Education Program Youth Enrichment Program Healthy Living Program 3.0 Brand Extension Identities Wallace Mallory Clinic 4.0 Co-Brand Identities Episcopal Diocese of Texas San Francisco De Asis Episcopal Church Episcopal Convocation of Austin St. Andrewâ€™s Episcopal School St. Stephenâ€™s Episcopal School 5.0 Promotion & Event Identities 25th Year Anniversary Gala de Esperanza Your Health, Your Family Day Summer Learning Fun Fest Hands for Hope
Brand Architecture Definitions 1.0 Master Brand The master brand is the singular, dominant brand that El Buen Samaritano Episcopal Mission embodies and projects over all its other brands. The master signature or logo is the visual identifier for the brand.
2.0 Core Programs Identities Core program units are central to everything that we do as a nonprofit. They include the primary programs and services our clients need us to provide.
3.0 Brand Extension Identities Brand extensions are well-established organization branches that extend the organizationâ€™s reach by providing value-added programs and services that appeal to new (and existing) audiences and markets. Brand extensions are prominently linked to the master brand and exist only in relation to El Buen Samaritano Episcopal Mission. They complement the master brand while inheriting its equity.
4.0 Co-Brand Identities Co-brands involve independent organizations with distinct identities. Co-brands should align with the core values of El Buen Samaritano Episcopal Mission, and the relationship should work to reinforce our reputation. The intent with integrating co-brands into our brand portfolio is not to detract from our dilute our master brand, but rather to partner with like-minded organizations to overcome challenges, enhance our clientsâ€™ experience or serve target audiences we could not normally reach, while capitalizing on the unique strengths of each contributing brand.
5.0 Promotions and Event Identities Publications, events and promotions are branded vehicles that carry El Buen Samaritanoâ€™s voice forward to many audiences. Through their lenses, they capture the essence and vibrant personality of the organization, keeping our relationship to target audiences inspired and fresh.
1.0 Master Brand A master brand is a singular, dominant brand that an organization embodies and projects over all its other brands. Our over-arching goal is to build El Buen Samaritano Episcopal Mission into a master brand across Central Texas recognized for excellence as a nonprofit leader with quality programs and services for families in need and an array of strategic partners throughout Central Texas. One consistent voice. We’re stronger when we speak as one. All core activities and brand extensions within the organization are “branded up” to El Buen Samaritano Episcopal Mission’s master brand—that is, they are firstly identified as belonging to the same heritage, prestige and purpose as the organization itself, which: • Creates a powerful single image • Allows for more focused and efficient marketing • Generates greater brand awareness and equity
The Master Brand 5|Page
1.1 Overview Master Signature The official organization logo is at the highest level of the brand architecture. We call it the master signature, and it is a visual identifier for the brand. The master signature is comprised of two elements: 1) The mission building 2) The “El Buen Samaritano Episcopal Mission” wordmark The mission building emphasizes our humble beginnings and heritage, working in harmony with the wordmark to form a single unit with an established relationship. It is critical that this relationship remains consistent throughout all applications. In all cases, the mission building and wordmark must always be used together. Under no circumstances should elements of the master signature be separated when used as a visual identifier for the brand. Always Bring the Master Signature Forward The master signature is visual shorthand for El Buen Samaritano Episcopal Mission’s brand. It represents nearly 25 years of heritage and all that makes our organization as an Episcopalian institution so unique—characterized by hope, compassion and integrity—in essence, its character. The signature should be used as often as possible and should always be treated with reverence as the face of our brand: • Give it prominent placement on all promotional materials • Do not change any elements of the master signature • Avoid using the wordmark as a title on marketing materials Master Signature
The comprised of the mission building and the wordmark.
master signature is
The Master Brand
1.2 Master Signature Evolution Evolution of the Master Signature Minor alterations have been made to the master signature to reflect and support the organizationâ€™s brand strategy. For example, to allow for a clear distinction away from a burnt orange, the color of the mission building is now a lighter orange. In addition, the mission building has been slightly modified to bring greater clarity to the cross and adjusted to add balance, scale and proportion to the master signature.
Previous version of the master signature.
Current version of the master signature. Great care should be taken to ensure that previous versions of the master signature are discarded, so that the brand maintains a strong impact and consistency.
The Master Brand
1.2 Master Signature Preferred Usage The preferred usage of the master signature is in horizontal orientation, as shown below. As much as possible, the master signature should be shown in this orientation and in full (two-) color format. Color Variations The preferred color format is two-color: Pantone 7413 (brilliant orange) for the steeple mark and black for the wordmark. (See four-color printing specifications on page 11 of this guide.) When the logo must be presented in grayscale, the black version of the logo should be used. If the master signature is to be placed on a dark-colored background where the two-color or black versions would be illegible, the reversed (white) version should be used. Typeface The typeface used for the master signature is Trebuchet MS, which has been slightly adjusted. The type should never be replaced or modified. Use of Trebuchet should be avoided in body copy in order to ensure that the master signature stands out in the visual hierarchy. Sizing and Clear Space The master signature should always be scaled proportionally, by holding the Shift key while resizing, so that it maintains consistency. It should be scaled so that it is clearly legible (see minimum sizing requirements on page 9 of this guide). A clear space (also specified on page 9 of this guide) should be preserved around the master signature to ensure that it is distinct and easy to read.
Preferred usage version of the master signature, employing the horizontal orientation and two colors: PMS 7413 and black.
When the master signature must be present in grayscale, the black version should be used. Do not convert the color file to grayscale.
In situations where the master signature will be presented over a dark-colored background, the reversed (white)version should be used. 8|Page
The Master Brand
1.2 Master Signature Limited Usage The vertical orientation of the master signature should be used in a very limited capacity, only when necessary. The same guidelines used for the horizontal orientation of the master signature apply to the vertical orientation. When to Use The vertical orientation of the master signature should be used when: It will be centered in a square format; for example, on the front of a square greeting card. It will be placed in a layout that will not accommodate the horizontal orientation legibly; for example, on vertical signage. In most other cases, use of this variation should be avoided. If you have questions about which variation of the master signature should be used in a particular layout, please call the Office of Communications at (512) 439-0748.
Limited usage version of the master signature, employing the vertical orientation and two colors: PMS 7413 and black.
When the master signature must be presented in grayscale, the balck version should be used. Do not convert the color file to grayscale.
In situations where the master signature will be presented over a dark-colored background, the reversed (white) version should be used. 9|Page
The Master Brand
1.2 Master Signature Specifications Below are technical specifications for both orientations of the master signature. Pay special attention to the clear space and minimum sizing requirements when placing the master signature in layout. At a minimum, the clear space around the logo should be equal to the height of the upper-case “B” in “El Buen Samaritano”
Logo colors should not deviate from black and orange (PMS 7413)—except in situations where the one-color (black) or reversed usage is called for.
Note that the spacing between the mission building and the wordmark (in both orientations) is half of the height of the upper-case “B” in “El Buen Samaritano.” The master signature should never be modified.
Minimum sizing for the horizontal orientation of Minimum sizing for the vertical orientation of the signature is 1.75” wide. the logo is 1.25” wide. The master signature The master signature should always be scaled should always be scaled proportionally, using the proportionally, using the Shift key Shift key.
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The Master Brand
1.2 Master Signature Incorrect Usage Below are examples of incorrect usage of the master signature. If you have any questions on how to use the master signature, contact the Office of Communications, (512) 439-0748.
DO: Always use master signature colors as specified. DON’T: Modify master signature colors, even if it you’re using the right orange.
DO: Always keep the elements of the master signature together. DON’T: Separate the mission building from the wordmark or scale one independently of the other.
DO: Always use the master signature as specified. DON’T: Modify the master signature in any way.
DO: Always ensure that the master signature is legible over its background. Use the reversed version of the logo when necessary. DON’T: Place the full-color version of the logo over a dark background.
DO: Always scale the master signature proportionally, using the Shift key. DON’T: Scretch or otherwise modify themaster signature in scale.
DO: Always use the master signature wordmark as specified. DON’T: Reset type in the master signature, for any reason.
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1.5 Color Palette The official El Buen Samaritano brilliant orange and black are key components of our graphic identity, and they are the primary colors for use in print and electronic communications. Consistent use and careful matching are essential in establishing and maintaining a unified image. Accent or secondary colors are used in addition to orange and black but they cannot be used as primary, stand-alone colors. The Pantone速 colors should be used when printing one-, two- and three-color publications (spot color). When full-color printing (four-color process) is used, the CMYK mix is applied. The primary color palette spot and fourcolor process specifications may be used on both coated and uncoated paper stock. The RGB values are for screen display only. Brilliant Orange PMS 7413 CMYK 1/27/94/0 RGB 238/138/29 Web #ee8a1d Black PMS 0000 CMYK 75/68/67/90 RGB 0/0/0 Web #000000
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1.6 Typography General Usage Consistent use of particular type families brings unity to El Buen Samaritanoâ€™s brand. The typefaces selected to represent the master brand not only work to organize information, but also express the brandâ€™s personality and convey a sense of wholeness in the brand. Calibri: All-Around Font Family The Calibri font family has been chosen as the font family for use in headlines, body copy and general layout. Calibri is known for its clean, modern and rational design, and it is appropriate for use in almost any circumstance. Calibri Regular is the preferred typeface for general use; however, some situations may call for specific emphasis, in which case the Italic or Bold variations may be used (sparingly). In any weight, the Italic version of the typeface may be used for emphasis of a particular word, or for titling or block quotes. Please contact the Office of Communications, (512) 439-0748, if you need help obtaining or using this font family.
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The Master Brand
1.6 Typography Limited Usage Cubano: Naming Conventions and Formal Event Collateral Only Cubano has been chosen for use in headlines for formal event collateral (such as programs, invitations, posters and flyers) only. Cubano complements the organizationâ€™s standard font: Calibri. It was chosen for balance, refinement and elegance to represent the brand at the highest level. It should not be used for body copy. Please contact the Office of Communications, (512) 439-0748, if you need help obtaining or using this font family.
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