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Secondary Color Palette

lifenet texas Brand Guidelines


Table of Contents

Introduction Who We Are Our Signature, Revitalized Brand Typography Primary Color Palette Secondary Color Palette Brand Characteristics Mission Prongs Brand Architecture Annual Campaigns Key Messages Our Boilerplate Stationary Email Signature

3 4, 5 6 7 8 9 10 11 12 13 14 15 16 17


Introduction

So many accomplishments behind us. So much more to do. Thanks to those who brought us this far, we own a history of providing quality care in our community. But standing still means falling behind. Our opportunity to grow, by appealing to new supporters while strengthening existing bonds, requires us to: • Keep our brand up to date and relevant • Unify our look to get the greatest possible brand recognition • Eliminate confusion through consistent tone and messaging • Use our refreshed brand to signal broader change, such as our work in child and adolescent and addiction therapy • Foster clarity and cooperation among volunteers and staff through a unified, cohesive brand


Who we are

We’re still us, just reenergized. We haven’t stopped doing what we do or being who we are, We simply took stock of how we see ourselves and how we come across to others. The essentials are largely unchanged just restated in an updated, positive, energetic and accessible way.


Who we are

Culture Statement We are Lifenet Texas: empowered, optimistic, focused and forward thinking; personally accountable for our results; and welcoming to all who wish to join us in our efforts to help people rebuild their lives.

Our Mission To rebuild lives.

Our Vision A community empowered to find solutions for mental disorders, homelessness, unemployment, addiction and hunger.


Our Signature, Revitalized We’re different. What’s not and why. OUR NAME now includes our location, to help people know that we’re a locally based organization. We also shifted our type to all lower case, it’s more contemporary and also more approachable. OUR LOGO now consists of two elements, the logotype and tagline, instead of three. When the logotype is locked together with our tagline, we refer to the logo as our signature. OUR LOGOTYPE is a light blue instead of aqua — still strong, but not as heavy or dense. The font is fresh but substantial, robust and no-frills. Just like us. OUR TAGLINE still communicates the same central message that we are here to help people find stability in their life, but it restates it in a fresh new way. From time to time, the logo appears without messaging or context, such as on a banner at an event where the participants may not be familiar with our organization. In those instances, please use this tagline. If the 214.221.5433 phone number appears with the logo, it should be set in Gill Sans, regular type. The color should be the same as the logotype, and the positioning should be exactly as shown. The URL is handled the same way. We believe this offers a more simple, relatable feel to our brand. It’s a kind of personal touch that encourages people to reach out to us for help. And when they do, it speaks to the warmth of our talented staff of professionals.

lifenet texas we’re rebuilding lives

lifenet texas 214.221.5433

lifenet texas lifenettexas.org

lifenet texas

mental disorders • homelessness • unemployment • addiction • hunger


Brand Typography Used In Text Lifenet Texas now appears in titlecase type when it’s used in text. The URL always appears in lowercase in keeping with the most widely accepted URL conventions. Likewise, we don’t use the www prefix, since it’s no longer needed in contemporary usage, unless there’s a need for a hyperlink. Primary fonts Use these fonts for basic body text. They also appear in sub-brand names and program names.

Secondary Fonts Use these for headlines and other bold statements in marketing materials.

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

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

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

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

Electronic Fonts Use these fonts as substitutes when Gill Sans and Helvetica Neue are not available.

Verdana

Optional Fonts These fonts can be used for body text in long-format documents.

Times

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

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

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

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

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

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


Primary Color Palette

lifenet texas White

Blue

Gray

White, Blue and Gray C0 M0 Y0K0 R 255 G 255 B 255 #FFFFFF White

C 53 M 0 Y 0 K 0 R 0 G 145 B 201 #0091C9 PANTONE 640 C

C 38 M 28 Y 21 K 63 or 80% Black R 86 G 89 B 92 #56595C PANTONE 425 C

C 21 M 14 Y 14 K 38 or 60% Black R 147 G 148 B 149 #898D90 PANTONE 423 C

C 38 M 28 Y 21 K 63 R 86 G 89 B 92 #4D525A PANTONE 425 C

C 0 M 0 Y 0 K 100 R 35 G 31 B 32 #23LF20 PANTONE Process Black C

Gray and Black Gray and black are used for text. The logo only appears in black when color is not available.


Secondary Color Palette

Dark Shade

Light Shade Mental Disorders green

lifenet texas

C8M0 Y9K0 R 232 G 244 B233 #E8F4E9 PMS Pastel 9540

C 36 M 0 Y 42 K 0 R166 G 214 B170 #A6D6AA PMS 344

C 64 M 1 Y 78 K 0 R 98 G 187 B 108 #62BB6C PMS 7489

C 20 M 2 Y 4 K 0 R 199 G 2228 B 238 #C7E5EF PMS Pastel 9441

C 40 M 1 Y 2 K 0 R 145 G 212 B 240 #91D4F0 PMS 297

C 61 M 7 Y 0 K 0 R 75 G 187 B 235 #4BBBEB PMS 298

C 2 M 18 Y 7 K 0 R 245 G 214 B 218 #F5D6DA PMS 670

C 8 M 54 Y 28 K 0 R 227 G 141 B 150 #E38D96 PMS 701

C 12 M 88 Y 65 K 2 R 208 G 67 B 81 #D04351 PMS 710

C 4 M 24 Y 40 K 0 R 242 G 197 B 155 #F2C59B PMS 720

C 6 M 43 Y 76 K 0 R 234 G 157 B 84 #EA9D54 PMS 157

C 14 M 63 Y 100 K 2 R 211 G 117 B 40 #D37528 PMS 7412

C 30 M 60 Y 100 K 17 R 158 G 101 B 39 #9E6527 PMS 730

C 37 M 64 Y 100 K 31 R 127 G 81 B 33 #7F5121 PMS 464

C 49 M 63 Y 99 K 52 R 84 G 61 B 22 #543D16 PMS 462

Homelessness light blue

lifenet texas

Unemployment red

lifenet texas

Addiction orange

lifenet texas

Hunger brown

lifenet texas

Gray

Blue


Brand Characteristics Brand Voice What we say speaks volumes. So does how we say it. Just as we recognize the voice of a person we know well, we recognize the voice of a familiar brand. A brand voice can be sophisticated or casual, personable or businesslike, cheerful or serious. Its tone may vary depending on the subject matter or occasion, but it still remains true to the essence of the speaker or brand.

So, what are the characteristics of Lifenet’s brand voice? It’s strong and confident, warm and caring, intelligent but conversational. Remember, we want to considered an authority on important issues that affect our community, but we need to be a trusted friend during these times. We must remain approachable to all who seek help. At the same time, we want to be contemporary and upbeat, energetic and optimistic. When we speak or write on behalf of the brand, our words should reflect those qualities. We are empowering others with solutions. Lifenet is a dynamic organization full of talented people who make a difference in people’s lives.


Mission Prongs Mental Disorders Young Minds, the activation component for donors, sponsors, agencies and other community partners who support the youth mental disorder prong of our mission. Young Minds is represented using the typography shown.

YOUNG MINDS

Yellow is the primary color to our Young Minds program, using the PMS match to the right. This brand can appear in yellow (as shown), a color-reverse (white lettering on yellow) or a multicolored background (next page).

Young Minds

C 1 M 6 Y 17 K 0 R 252 G 237 B 212 #FBEDD5 PMS Pastel 9160

C 0 M 11 Y 37 K 0 R 255 G 225 B 171 #FFE1AB PMS 7507

C 1 M 29 Y 85 K 0 R 251 G 186 B 64 #FBBA40 PMS 136

Unemployment

lifenet

Lifenet Services, the activation arm of our unemployment mission prong, appears in a logotype form to the right and appears stacked with the first letter of each word capped when used in text. Red is the primary color, but can also show in color reverse (white on red).

lifenet

C 2 M 18 Y 7 K 0 R 245 G 214 B 218 #F5D6DA PMS 670

C 8 M 54 Y 28 K 0 R 227 G 141 B 150 #E38D96 PMS 701

C 12 M 88 Y 65 K 2 R 208 G 67 B 81 #D04351 PMS 710


Brand Architecture Programs and Events Lifenet has lots of moving parts, working together as a whole. While everything we do moves toward the same destination — a community empowered to find solutions to help rebuild lives — we approach it through various pathways, taking several routes. Our mission has five areas of focus: mental disorders, homelessness, unemployment, addiction and hunger. Our goal is that each prong of the mission will have its own marketable program and supporting fundraising campaign. At this time, most of our fundraising events, such as our golf tournament, cut across all three. With so much going on, it’s important to unify our elements working together to support the overall brand — instead of competing with it. That’s why we’ll keep the number of subbrand logos to a minimum, spending time to make them sellable from the start and align them with our signature in support of our organizational mission. Homelessness Mission Prong 2

Unemployment Mission Prong 3

Addiction Mission Prong 4

Hunger Mission Prong 5

lifenet

YOUNG MINDS

Holiday Donation Drive

Summer Breakfast TEXAS

LifeNet we’re rebuilding lives

2012 HELP BY THE NUMBERS A journey through twelve months of hard work, meaningful objectives and the people and organizations that help shape LifeNet and make North Texas a better place to live.

TREATMENT HOMELESSNESS UNEMPLOYMENT

5,497

1,189

SERVED BY LIFENET AT

200+ 119

CRITICALLY ILL RECEIVED CARE

24/7/365

NORTH TEXANS SERVED IN 2012

FAMILIES S

HOUSED HOU

462

RETURNED RETURNE

PEOPLE OUT OF DALLAS COUNTY JAIL

#1

PROVIDER OF PERMANENT SUPPORTIVE

HOUSING

YOUNG MINDS

99

TEXANS TE

BACK TO WORK

OUR INNOVATIVE SOLUTIONS KEPT

ONE HUNDRED NINETEEN

ADDICTION

NEW

Fundraising

Campaigns

Programs

Mental Disorders Mission Prong 1

NOW HELPING

ROCKWALL

COUNTY

PROGRAM TO HELP PROTECT

KIDS/TEENS

36

YEARS SERVING

NORTH TEXAS EXAS EXA AS

Annual Report

Golf Tournament

North Texas Giving Day

End of Year


Annual Campaigns

July JOURNEYS, Lifenet’s Summer Breakfast This event provides Lifenet with an opportunity to showcase our mission in a personal way by sharing the success stories of our clients. This event is made possible through the support of community partners and relies on strong board participation.

November Lifenet Texas Classic, Lifenet’s Golf Tournament The Lifenet Texas Classic fundraising event is represented by the logo as it appears here. This annual event helps us engage the public in a familiar way and provides us an opportunity to activate community partnerships that we’ve cultivated throughout the year.

November - December Spread the Warmth, Lifenet’s Holiday Donation Drive Spread the Warmth is the name for our annual holiday event that helps us meet a basic clothing need for our clients who live in Lifenet housing. Additionally, it builds awareness of Lifenet’s mission area to house the homeless and encourages people to contribute goods or funds in support of our work.


Key Messages

Here are the message points that are central to Lifenet’s mission areas: • Lifenet Texas’ mission is to help people rebuild their lives. • Lifenet Texas provides solutions in 5 areas: mental disorders, homelessness, unemployment, addiction and hunger. • Lifenet Texas is a full-service community mental health center providing care to anyone who needs help.

Key Top-Line Stats Statistics can provide a powerful way to make a point. Here are some you may want to use: • On average, one in four adults suffer from a diagnosable mental disorder. • Mental disorders affect kids too. In fact 1 in every 5 child or teen suffers from a mental disorder. • Texas ranks 49th in the nation for the amount it spends per person for mental health care. • In 2011, Dallas was home to almost 6,000 homeless people - 48% were women and children.

Key Accomplishment Stats • Lifenet Texas has served North Texans for more than 35 years. • In 2012, Lifenet provided mental health care to nearly 6,000 North Texans (5,497). • Lifenet Texas is the largest provider of housing for the homeless in North Texas. In 2012, we housed 462 people and reunited many families. • Lifenet put 99 people back to work in 2012 through partnerships with TXDOT, TXDPS, the City of Dallas and the Latino Cultural Center. • Lifenet Texas has expanded to provide services in Collin and Rockwall County and through the Bridge homeless shelter in downtown Dallas. • In 2012, Lifenet’s food pantry provided more than 60,000 meals to our local community.


Our Boilerplate Boilerplate copy gives a concise, consistent overview of the organization. It is often provided along with media communications and may be incorporated into marketing tools, when appropriate. Ads, posters and other consumer pieces rarely utilize boilerplate copy. STANDARD BOILERPLATE

SHORTER BOILERPLATE

Founded in 1977, Lifenet Texas is the only agency in North Texas that offers all of the solutions necessary to help people rebuild their lives. Led by a talented staff of professionals, Lifenet provides addiction therapy and mental health care treatment to thousands of people each year. Through a strong network of community partners, we help put Texans back to work. And we provide for basic needs by delivering food, shelter and clothing directly to those in need. In fact, Lifenet is the area’s leading provider of housing for the homeless. Lifenet’s services are available to anyone who seeks help. Learn more by visiting lifenettexas.org or calling 214-221-5433.

Founded in 1977, Lifenet Texas is the only agency in North Texas that offers all of the solutions necessary to help people rebuild their lives. This includes assistance with homelessness, mental disorders, addiction, unemployment or hunger. Lifenet’s services are available to anyone who seeks help. Learn more by visiting lifenettexas.org or calling 214-221-5433.


Stationary

LETTERHEAD

lifenet texas we’re rebuilding lives

9708 Skillman Street Dallas, TX 75243-5150

214-221-5433 lifenettexas.org facebook: lifenettexas

ENVELOPE

lifenet texas we’re rebuilding lives

9708 Skillman Street Dallas, TX 75243-5150

214-221-5433 lifenettexas.org facebook: lifenettexas

BUSINESS CARD (FRONT)

lifenet texas we’re rebuilding lives

9708 Skillman Street Dallas, TX 75243-5150

214-221-5433 lifenettexas.org facebook: lifenettexas

unemployment • addiction • hunger • mental disorders • homelessness • unemploy

BUSINESS CARD (BACK) Person’s Name Job Title

214-221-#### direct 214-221-#### cell name@lifenettexas.org ness • unemployment • addiction • hunger • mental disorders • homelessness • une


Email Signature

Subject: Homelessness From: Jane Smith <me@lifenettexas.org> Date: June 17, 2013 1:52:42 AM CST To: Johnny Jones <johnny@yahoo.net> Dear Mr. Jones, Lifenetâ&#x20AC;&#x2122;s goal is to help people find solutions to help them rebuild their lives. Today, one in four people in Texas suffer from mental illness. We can use your help. Click here if you would like to invest in the future of North Texas. Thanks for supporting Lifenet Texas. Jane Smith Vice President of Inspiration

Lifenet Texas

9708 Skillman Street Dallas, TX 75243-5150 214-221-54## direct 214-418-#### mobile jsmith@lifenettexas.org Become inspired at lifenettexas.org


Email Signature Change Your Email Signature

STEP 1: Open Outlook. Go to “Tools” > “Options.”

Your email signature is one of the most popular ways people identify with our brand. Please use the instructions to make a change to your email signature. If you have any questions, please see your supervisor or email the marketing team.

STEP 2: Then we will click on the “Mail Format” tab at the top, then “Signatures.”


Email Signature STEP 3: Click on “New” and type in your name for the signature. Click “Ok.”

STEP 4: Copy the text to the right and paste it directly into the field below “Edit Signature.” Change the information pertaining to you: name, number (mobile and direct), email, etc. Notice the separation between the title and the organization’s name. Now save and close.

Jane Smith Vice President of Inspiration Lifenet Texas 9708 Skillman Street Dallas, TX 75243-5150 972-555-5555 direct 972-555-5551 mobile jsmith@lifenettexas.org Become inspired at lifenettexas.org

Every so often, Lifenet’s marketing team will ask you update your signature by changing the call to action to support a specific Lifenet campaign or event. To do this, you’ll simply follow the steps above toreplace the existing text with the new language emailed to you.

:

IMPORTANT: Gill Sans or GIll Sans MT, sized at 10, is the required font. Please use the font tools available in the signature box to reformat as necessary.

Sample “Call to Action” Become inspired at... Share the Warmth by... Learn more about homelessness at...


2013 Lifenet Texas Brand System