Branding guide 2013

Branding Guidelines updated August 2013

Who We Are and What We Stand For The Associated: Jewish Community Federation of Baltimore is …

Baltimore’s central Jewish communal organization that effectively convenes and supports a network of people and programs to respond to the present and build for the future, inspired by Jewish values.

Our Vision: The Associated will secure the resources necessary to address the evolving landscape of Jewish life, ensuring a vibrant community for future generations.

Our Mission: The Associated: Jewish Community Federation of Baltimore strengthens and nurtures Jewish life by engaging and supporting community partners in Greater Baltimore, Israel and around the world.

Our Values: We transform these values into action: • ONE PEOPLE/AM ECHAD – A commitment to Klal Yisrael, the link between Jewish people in Baltimore, Israel and around the world.

• REPAIR THE WORLD/TIKUN OLAM – Making a positive difference in the world through the pursuit of social justice.

• RESPECT – A diverse Jewish community that is respectful, accessible and welcoming.

• EDUCATION – Life-long Jewish learning and experiences.

• ENGAGEMENT – Active participation of people in the many facets of Jewish life.

• INNOVATION – Creative approaches to solving community issues.

• COLLABORATION – A network of strong local and overseas partners that provides for the social service, cultural, health and educational needs of Jews in Baltimore, Israel and throughout the world.

Brand Guidelines for The Associated The Associated brand identity is the tangible expression of all that we stand for. It embodies our mission, vision and core values — what we do, how we do it and why we are a trusted leader in the communities we serve. Members of our community, our partners and our donors experience The Associated 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 community. These guidelines are provided to ensure the correct and consistent use of the brand identity system.

The goal of The Associated brand strategy is to communicate a clear statement about our value to the community, which will ultimately distinguish us from other organizations. A successful brand strategy will establish and strengthen the valuable bond we have with our constituencies and turn them into advocates as well as supporters.

Our brand identity includes the tone and content of the messaging and language we use when we speak or write about The Associated. In this document and in all materials henceforth, The Associated will be written in initial caps instead of all caps. This change reflects an inclusive approach for The Associated rather than the more elitist implication of all caps.

The Associated’s brand identity also includes the brand mark, typography, color palette and other visual elements of our brand. Specific directions are included to help you manage your visual communication materials.

For internal departments, adherence to our brand standards will be a largely seamless process as our marketing account executives and design team helped develop these guidelines. The marketing department will assist in all aspects of adherence to the brand, ensuring a simple transition for our professionals and volunteers. Associated agencies that utilize the services of our marketing department will benefit from this level of quality and consistency.

Agencies that do not work with our department directly (the JCC, for instance, has an in-house marketing department) have been provided a copy of the guidelines and will be expected to share materials before they are published with The Associated marketing department to ensure that The Associated brand standards are being met.

Messaging The consistency of the brand is reinforced through both graphics and messaging. All of the messaging should reflect the core values of The Associated. We speak of transforming values into action and give examples from our community to support this assertion. We use the stories of our service recipients and our volunteers to convey the impact of the work we do. The calendar, for instance, shares the values and relates an agency story that reflects each value. These core messages represent the most important ideas that we communicate to our donors, volunteers and stakeholders in the community. The core values drive our existence.

Tips for effective messaging: Write the message with your target audience in mind. Look at your communications from the perspective of the person receiving the message.

Visualize someone who is a part of this audience. Understand what motivates them so that they take the action you want them to take. By connecting with this representative individual in your mind, and imagining how he or she might respond, you will more effectively create communications that resonate with the target audience.

Identify the most appropriate entry point for your target audience.

Use language that is inclusive: ‘We’ and ‘Our.’ Learn the Mission Statement and be able to explain it: The Associated: Jewish Community Federation of Baltimore strengthens and nurtures Jewish life by engaging and supporting community partners in Greater Baltimore, Israel and around the world.

Learn the areas of service we support and be able to explain at least one program we support in each area; work with your volunteers to do the same. To the extent possible, be able to explain the intangible benefits and results as well as the tangible ones.

Our new tagline: Inspiring Jewish Community This phrase was selected because it is both an active verb explaining our work in the community and an adjective defining the community we help create. The Associated is inspiring members of our community, and the vibrancy created by the programs and services of The Associated make Jewish Baltimore an inspiring community.

Green Space Words: These words were selected to reflect the attributes we would like ascribed to The Associated. They are not used in the messaging, but the messaging should capture the feeling they create.

In our communications, we will ensure that our tone and language reinforce the list of green space words — which is how we do and don’t want the organization to be viewed in community.

Contemporary, Innovative Respectful, Current Inclusive, Accessible Value-driven, Compassionate Responsible, Contemporary Family, Collaborative Extraverted, Entrepreneurial Warm, Welcoming Trusted, High-Integrity Inspiring, Results/Action Oriented Proactive, Engaging

Graphics Primary Color Palette These colors were chosen as the primary choices to use in our marketing as they work well together, can be used to individualize marketing for particular programs and provide a modern, bold statement in our materials. They can be used in various levels of intensity to provide a different feel or style. All marketing created for The Associated will utilize this palette.

PMS 654 C PMS 655 U CMYK - 100/67/0/37 RGB - 28/60/109

PMS 541 C PMS 541 U CMYK 100/57/0/38 RGB - 27/62/110

PMS 383 C PMS 397 U CMYK - 20/0/100/19 RGB - 170/174/55

PMS 117 C PMS 110 U CMYK 0/18/100/15 RGB - 202/151/44

PMS 299 C PMS 2995 U CMYK 85/19/0/0 RGB - 0/161/223

PMS 361 C PMS 368 U CMYK 69/0/100/0 RGB - 64/174/73

PMS 1525 C PMS 1525 U CMYK 0/58/100/10 RGB - 188/73/38

PMS 7447 C PMS 275 U CMYK 60/58/0/19 RGB - 97/71/118

PMS 634 C PMS 634 U CMYK 100/0/9/40 RGB - 0/93/131

PMS 151 C PMS 151 U CMYK 0/48/95/0 RGB - 245/131/32

PMS 226 C PMS 226 U CMYK 0/99/0/0 RGB - 215/23/111

PMS 364 C PMS 363 U CMYK 65/0/100/42 RGB - 74/118/40

PMS 7440 C PMS 7440 U CMYK 30/40/0/0 RGB - 167/118/166

PMS 116 C PMS 108 U CMYK 0/16/100/0 RGB - 255/206/0

PMS 297 C PMS 297 U CMYK 49/1/0/0 RGB - 110/196/233

PMS 390 C PMS 396 U CMYK 22/0/100/8 RGB - 182/190/52

Logo The graphic representation of the name and logo will feature a two color logo and the tagline.

Name

Mark

Tagline

To maintain a consistent brand, internal departments will now use a variation of the primary Associated logo. The departmental logos must include the primary Associated tagline. If there are circumstance in which this logo will not reproduce well because of size constraints, please discuss alternatives with your marketing representative.

Additionally, the logo can be customized with a tagline for our different internal departments. Marketing is developing a list of words to be used in the tagline to complete the following: Inspiring Jewish _____.

The list will reflect words that convey the appropriate message and will be shared with the appropriate parties when it is completed. Individualizing the tagline to convey departmental goals will follow strict guidelines intended to support and strengthen the overall brand. In the beginning stages of the brand rollout, the primary tagline is the recommended tagline for all versions of the logo. The use of the logo with the customized tagline will be introduced in a later phase of branding and will be discussed by the marketing department and that individual department at that time.

For agency and program marketing, there are variations on the logo: Used when an agency or program is partnering with The Associated on a program in conjunction with the agency/program logo.

Used on all agency marketing collateral including, but not limited to, business cards, letterhead, brochures, flyers, print invitations, email invitations and websites.

Used on all program marketing collateral including, but not limited to, business cards, letterhead, brochures, flyers, print invitations, email invitations and websites.

In all agency marketing, the logo should be placed to the right of any agency or program logo and should be at least ž the size of other logos.

The logo has been crafted in the new corporate colors and the two-color logo is the first choice for inclusion in all designed pieces. To accommodate two-color printing and other color variations, we have created a few iterations of the logo. For a two-color piece, there are two options. If one of the colors is The Associated navy, please use the logo which is two-tones of the navy (the dark blue and a lighter blue tint version). In cases in which the two-tone version will not reproduce well, for instance if the background is also tinted, use the solid navy version of the logo.

If the piece is black and the second color is not The Associated blue, use the two-tone black logo (black and a tinted version of black). In cases in which the two-tone black version will not reproduce well, for instance if the background is also tinted, use the solid black logo.

An all-white version of the logo was created largely for web work and large-scale signage. This version should only be used in print work under special circumstances and with approval from The Associated marketing department.

First choice

Two-color piece that uses PMS 654 C

Two-color piece that does not use PMS 654 C

For use under special circumstances

Incorrect usage of the logo:

Do not change the placement of the mark

Do not use the logo type without the mark

Do not change the colors of the mark to a color that is not specified

Do not change the colors of the logo to a color that is not specified

Do not place the logo on a background color that is not specified.

Do not change the font of the logotype

Do not add any elements into the logotype and/or mark.

Do not change the alignment of the lines in the logotype.

Do not break the logotype into multiple lines.

Do not superimpose the logo over a photograph or image.

Inspiring Jewish Community Do not separate the mark from the logo type, unless prior approval has been given by the marketing department.

Do not separate the tagline from the logo type

Minimum logo size: To retain legibility, it is preferable that the logo is at least 1.5� wide on printed materials. For online and email applications, the regular Associated logo should never be smaller than 200 pixels wide and department logos should never be smaller than 250 pixels.

Typography The typefaces (or fonts) in the logotype should always be Myriad regular. Caslon Italic was selected as a complementary font for design pieces. Myriad is also the recommended font for documents and letters.

We are working with IT to ensure that it is loaded on everyone’s computer and will send out notification when that process is complete.

At the present time, we are also selecting additional fonts that will be available and we will update the list as soon as a final decision is made.

Myriad Pro

Caslon Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUV WXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Summary These guidelines were designed to simplify the process of incorporating our refreshed brand into messaging, marketing and general communication about The Associated. These guidelines cover the topics that we have anticipated. But, this is a fluid process; there may be situations that arise which have not yet been addressed. Please contact a member of the marketing department if you find yourself in that situation, and we will help provide the answers you seek. Approval from the marketing department is required for any altered use of the logo, mark or tagline. Remember, we are all brand ambassadors for The Associated, and by presenting a consistent message and identity, we serve the needs of the organization and, by extension, the community as a whole.

Mission The Associated: Jewish Community Federation of Baltimore strengthens and nurtures Jewish life by engaging and supporting community partners in Greater Baltimore, Israel and around the world.

Vision The Associated will secure the resources necessary to address the evolving landscape of Jewish life, ensuring a vibrant community for future generations.

Core Values One People/Am Echad; Repair the World/Tikun Olam; Respect; Education; Engagement; Innovation; Collaboration

Tagline Inspiring Jewish Community

Brand Essence Compassionate, trusted leadership

Baltimore’s central Jewish communal organization that effectively convenes and supports a network of people and programs to respond to the present and build for the future inspired

by Jewish values.

Brand Position