United Way Brand Guide

Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way Worldwide 2009
®

Contents

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way Worldwide 2009

Introduction 1.0 Using the brand identity guidelines . . . .3

Brandmark usage 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.11 Our brandmark . . . . . . . . . . . . . . . . . . . . .5Brandmark: Full-color . . . . . . . . . . . . . . . .6 Brandmark: One-color . . . . . . . . . . . . . . . .7 Brandmark: Background control . . . . . . .8 Brandmark: Special usage . . . . . . . . . . . .9 Brandmark: Minimum size . . . . . . . . . . .10 Brandmark: Unacceptable uses . . . . . . .11 Brandmark placement . . . . . . . . . . . . . . .12 Brandmark with LIVE UNITEDTM tagline . .13 Tagline:Flexible placement . . . . . . . . . . .15

Support elements 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Color palette . . . . . . . . . . . . . . . . . . . . . .31 Impact graphic . . . . . . . . . . . . . . . . . . . .32 Impact graphic: Color . . . . . . . . . . . . . . .33 Typography . . . . . . . . . . . . . . . . . . . . . . .34 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .36 Grids . . . .. . . . . . . . . . . . . . . . . . . . . . . . .37 Brandmark placement . . . . . . . . . . . . . .38 LIVE UNITEDTM Art direction . . . . . . . . . . .39 LIVE UNITEDTM Call to action . . . . . . . . . .40

Brand architecture 5.1 What is brand architecture? . . . . . . . . . . .55

Brand architecture visualization

6.1 Visual architecture: overview . . . . . . . . . .57 6.2 Level 1: UnitedWay masterbrand only . .58 6.3 Level 2A: United Way affinity group identity . . . . . . . . . . . . . . . .59 6.4 Examples of Level 2A . . . . . . . . . . . . . . . .60 6.5 Level 2B: United Way product and event identities . . . . . . . . . . . . . . . . . . . .61 6.6 Level 3: Partner dominant with United Way endorsement . . . . . . . . . . . . .62 6.7 Localization of Level 3 . . . . . . . . . . .. . . .63 6.8 Level 4: Legacy brands and collaborative identities . . . . . . . . . . . . . . .64 6.9 Level 5: National/local partnerships and co-sponsorships . . . . . . . . . . . . . . . .65

2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14 2.12 Tagline: Color treatments . . . . . . . . . . . .16 2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17 2.14 Our brandmark andlocalization . . . . . . .18 2.15 Localization: Vertical lockup . . . . . . . . . .19 2.16 Localization: Horizontal lockup . . . . . . .20 2.17 Localization: Flexible placement . . . . . .21 2.18 Localization: Serving multiple areas . . .22 2.19 Localization: Multiple affiliations . . . . . .23 2.20 Localization: Color treatments . . . . . . . .24 2.21 Localization: Examples . . . . . . . . . . .. . .25 2.22 Localization and tagline together . . . . .26 2.23 Localization and tagline: Unacceptable uses . . . . . . . . . . . . . . . . . .27 2.24 Key to file naming . . . . . . . . . . . . . . . . . .28 2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29

3.10 LIVE UNITEDTM Portraits . . . . . . . . . . . . . .41 Sample applications 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.11 Brandidentity: System overview . . . . . .43 Brochures: Front and back covers . . . . .44 Brochures: Interior spreads . . . . . . . . . .45 Newsletters . . . . . . . . . . . . . . . . . . . . . .46 Report covers . . . . . . . . . . . . . . . . . . . . . .47 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .48 Print advertisements . . . . . . . . . . . . . . .49 Website . . . . . . . . . . .. . . . . . . . . . . . . . .50 Exterior signage . . . . . . . . . . . . . . . . . . . .51 Video, animation and interactive . . . . . .53

4.10 Interior signage . . . . . . . . . . . . . . . . . . . .52

1.0 Introduction

United Way Brand Identity Guidelines with Brand Architecture
Version 2.0 © United Way Worldwide 2009

Using the brand identity guidelines The United Way brand...