The CALL branding guide. version

Transcription

1 The CALL branding guide version

2 mission To educate, equip and encourage the Christian community to provide a future and a hope for children in foster care in Arkansas The above is the official mission of The CALL. A county may elect to localize like this: The mission of The CALL in Storybrooke County is to to educate, equip, and encourage the Christian community to provide a future and a hope for children in foster care in Storybrooke County. For some marketing pieces, we use this statement: Mobilizing Christian families to foster or adopt children from Arkansas foster care: Recruit, Train, Support. If you are looking for a short conversational description (elevator speech), consider one of these, depending on circumstances: The CALL is a non-profit that exists to recruit, train and support families from the Christian community who foster or adopt from the Arkansas foster care system. Note: If you want to create any variation on the above mission statement, you must submit your version for approval by the Communications Director or Executive Director prior to any public use. 2

3 vision No waiting children in Arkansas foster care The short form No waiting children is permissible if the context makes it clear what it refers to. tagline The use of the tagline Children of Arkansas Loved for a Lifetime with The CALL s logo has been discontinued. If you have stock of printed materials use the old tagline, you may continue to use that stock until it runs out, or until the new logo is released, whichever comes first. If you have videos with the old tagline, you may continue to use those videos until the new video package now in production is available. You may not print/create any new materials using the old tagline. This applies to reprints of existing materials as well. Currently the logo is used without a tagline, but where space and circumstances allow this tagline may be placed near the logo: No waiting children in Arkansas foster care This tagline may also be used individually, for example placed in signatures and on letterhead. 3

4 logo For electronic files of the logo, please visit thecallinarkansas.org/callresources This location contains the official, up-to-date logo files. Do: use the logo on all materials to identify The CALL resize the logo as appropriate for your materials while staying within minimum and maximum allowable sizes (see specifics below) place the logo where it will be noticed Don t: modify the logo in any way (such as, but not limited to: removing or substituting parts of the logo, breaking the logo apart, substituting a different version) use the logo or any parts of it as a watermark on a page change the aspect ratio of the logo (stretch or squeeze) change the colors of the logo (see note below on allowed colors) rotate or angle the logo have the logo appear to be part of other design on the page (see note below on clear space requirements around the logo) Logo colors Normal use is the 2 color version of the logo The CALL logo printed in black and white. The logo is all black. The logo may be reversed out white on a dark or multi-colored background (where the normal maroon and gray would blend) in to make the logo stand out 4

5 Logo placement Minimum 1/5 of height of logo clear space on all sides of logo. Other design elements (boxes, words, etc.) may not encroach on the logo. The logo may be placed over a photo, but only if it is clearly distinguishable from the detail in the photo. Entire logo bounding box must be within the text safe print/display area. Logo must not be cut off in display or by trimming. Logo may not extend beyond the edge of the visible area. T-shirts Logo must be minimum 5 wide Banner Logo may not be more than 75% of height or width, whichever is smaller 5

6 The CALL in text The name of the organization is The CALL The always starts with a capital T. The word CALL is all caps. The old version the C.A.L.L. with periods between the letters is discontinued and all uses of it should be replaced with The CALL. When the name is used in a sentence, the sentence should be structured to allow the use of The CALL. When possible, avoid using a possessive form ( s) after The CALL. Note: When referring to resource families, use the phrase families recruited by The CALL or The CALL recruited families. Not CALL families. Reason: DCFS has expressed a concern that using the term CALL families is confusing. All families are actually DCFS families. The CALL recruited the family, trained it (using DCFS approved training) and supports the family, but the family is under the jurisdiction on DCFS, which is the agency making placements. (The CALL is NOT a foster or adoption agency.) Our language needs to reflect that distinction. Example: Many people visit The CALL website daily. (Not The CALL s website ) When referring to The CALL in a particular county, it is always The CALL in Story County The CALL in Story & Brooke Counties stylistically, the ampersand is preferred to writing out and. In the past we have seen versions with the county name first, or using the preposition of. Those versions are no longer permissible and should be removed from all text/materials/social media sites. The CALL is the full name of the organization. Do not add words that may then appear to be part of the name. For example, don t refer to it as The CALL organization or The CALL ministry. 6

7 website The CALL website should always be spelled out as TheCALLinArkansas.org Doing so, makes it easier to quickly read the website URL correctly. Note that to the web browser, TheCALLinArkansas.org and thecallinarkansas.org are equal. Writing the website as (www. in front of it) is no longer necessary and the form should not be used on new materials. The website address is the minimum, primary, quick contact method to be used on materials. County materials may use a URL that points directly to the county page on the website, if there is a specific reason (ie. specifically pointing to information that is on the county page). The current format for the county page URL is thecallinarkansas.org/the-call-in-pulaski-county thecallinarkansas.org/the-call-in-benton-and-washington-counties That will soon change to make direct pointing to a county easier. New format will be thecallinarkansas.org/pulaski thecallinarkansas.org/benton-washington Do not use the new format until directed to do so, as it will at this point result in the site visitor receiving an error message. 7

8 video & audio Any video produced by a county (sometimes produced by a 3rd party, such as a church, for The CALL), must be branded according to all the branding guidelines in this guide. Specifically that means using the official logo without changes. All videos must end with organization identification consisting of logo and contact information. The URL (TheCALLinArkansas.org) is required. A phone number may be included if it s an official county phone number (ie. a phone number on The CALL plan. No personal phone numbers.) addresses should not be used as contact information in a video. Rather use the URL of a custom landing page containing a contact form. An audio program must have a verbal end tag with contact information. Example: This program is produced by The CALL. Visit our website at TheCALLinArkansas.org. If your county produces a video or audio program, it must be submitted for review by the Communications Director or Executive Director prior to finalization and public use. Changes to conform the project to branding usage may be required, so allow sufficient time for review process. Animation and The CALL logo The logo may be animated as a unit to come onto or off the screen (fly, slide, drop, zoom, etc.) The logo may not be deconstructed to have the parts animated as they appear to form the logo on screen. The logo may not be brought on screen by morphing another object to become the logo. Model releases Any video produced by a county must obtain model releases from all persons appearing in the video. Each adult must sign their own release. Several children may be grouped on one release, provided they have the same legal guardian. Model releases must be kept on file at least as long as the video is being used in any capacity. Please provide indentifying information on the model release so it will be possible to identify that person in the video. Note: Foster parents cannot sign a model release for foster children in their care. DCFS is that child s legal guardian, not the foster parent. Effectively this means we don t include foster children in videos. 8

9 portraying children Rule of thumb: Don t show a picture of a child that you would not show if the child was yours. The image must be either a legally purchased stock image, or one for which you have a signed release from the parent/ guardian. NO pictures of children in foster care (foster parents cannot sign releases for foster children). This includes pictures shared on Facebook. Use pictures of adopted children with good judgment and only with a signed model release from parent/guardian. Do not exploit or appear to exploit children. NO nudity. Among other things, that means no pictures of little girls with no tops. 9

10 social media Facebook Content on a county Facebook page is property of The CALL. All Facebook pages will have a local and a statewide administrator. It is the responsibility of the county to keep content on the Facebook page relevant and up to date. The CALL statewide office will create Facebook pages for new affiliates. Page naming All Facebook pages should be named using the standard county naming convention: The CALL in Storybrooke County The CALL in Story & Brooke Counties Cover Photo Use The CALL provided designs. Standard designs, as well as for special events, such as Foster Care Month, are provided. All other designs must be sized 851 x 315 pixels and approved before use. Profile Picture Use designs provided by The CALL. All other designs must be sized 180 x 180 pixels and approved before use. 10

11 promotional products T-shirts and other branded items For effective communication, T-shirts must include The CALL logo and web address. The CALL logo must be at least 5 wide. Approval Any promotional materials and products created by county affiliates must be approved by Communications Director or Executive Director prior to prior to printing/use. Approval may require up to a week and may require time to rework your design. Please submit your design a minimum of 2 weeks before it has to go to print. Counties may sell promotional products (such as, but not limited to: T-shirts, cups, calendars) at fundraising events and local/county fairs wtihout collecting sales tax. Selling promotional products on The CALL website or any place online Future plans for The CALL website include an online store. At this point there is no avenue for selling promotional products online. Counties cannot create promotional product and offer for sale to the general public at this time. That specifically means that a county cannot offer merchandize for sale on Facebook. Note: Issues surrounding The CALL selling merchandize are complex and involve many considerations, including possible competition with for-profit businesses, issues of unrelated business income, and the maximum portions of income The CALL can generate from sales of merchandize compared to income from donations. Any of these items can cause issues with 501(c)(3) non-profit status, where it s potentially possible that the actions of one county could jeopardize the non-profit status of the entire organization. It is therefore essential that all plans to sell merchandize be approved as per above prior to production and sale. Our team is working on clarifying these issues and guidelines will be forthcoming in a future edition of this branding guide.

12 The CALL provides accounts on domain for use in conducting The CALL business. Note: Routine forwarding of coming to an address at thecallinarkansas.org to an address outside The CALL is not permissible. The CALL related needs to be received and sent from The CALL accounts. This is important in branding The CALL, maintaining professionalism in our work and building trust with our constituents. An coming from the personal account of Karen Jones (such as is perceived differently than an coming from a professional account (karenjones@thecallinarkansas.org). The CALL accounts and all information therein are the property of The CALL. The CALL must have administrative access to all accounts at all times. Note: The CALL is currently close to the maximum number of addresses we can have in our current system. We are evaluating more scalable systems that will allow for our current and future growth and expect to transition to a new system in fall of Details about the new system and the transition process will be made available as soon as they are worked out. fonts and formatting Keep in mind that formatting is very iffy, as it depends on the recipient s settings what your will look like on the other end. For that reason, keep formatting very simple. Use default fonts. Keep in mind that the awesome font on your computer may not exist on the recipient s computer and may be rendered as something awesomely unreadable. Use default sizes. Please don t make all your text 20 point (or larger), making a short fill the screen for the recipient. DON T USE ALL CAPS. All caps means you are shouting. It will not go over well with the recipient. Don t bold all the text. Bold is for emphasis only. All bold looks unprofessional and is harder to read.

13 signature The CALL s should always include an official signature to make it clear who the comes from. Even your mobile device should include the ability to set a custom signature, so please make use of that ability. (Sent from my iphone is not a helpful signature, other than for knowing what brand of phone I am using.) A properly signed should contain, at a minimum, the following: Consider signing the with your name (becomes essential when 2 people are listed in the signature Your full name and position title with The CALL (required) The CALL web address The CALL name A phone number where you can be reached. Always use the 10-digit number. You may include our tag line No waiting children in Arkansas foster care, the adoption verse James 1:27 or The CALL mission or vision statement. The CALL s often contain sensitive or privileged information and you should therefore include a Privacy Notice. Use this text: Privacy Notice: This communication is intended only for the use of the individual or entity to which it is addressed and may contain information that is private and protected from disclosure by applicable Federal and/or State law. If the reader of this message is not the intended recipient nor responsible for delivering the message to the intended recipient, you are hereby notified that any dissemination, distribution, or copying of this communication or the information contained within it is strictly prohibited and may subject the violator to civil and/ or criminal penalties. If you have received this communication in error, please notify us immediately by telephone, reply or fax using the phone number or address identified in this communication and destroy or delete all copies of this communication and all attachments.

14 fonts Do: use clean, professional-looking fonts that are easy to read. Some suggested fonts: Helvetica, Arial, Caliri, Times. check that headlines and body text are easily readable. use no more than 3 fonts on one page. Don t: overuse decorative fonts in headlines use decorative or hard-to-read fonts in body text. Decorative or specialty fonts should only be used for headers or short text. Keep in mind that you want the reader to get the message quickly. Party fonts, overly ornate letters, and fonts mimicking children s handwriting are examples of fonts to avoid in body text. stationery Use The CALL branded stationery for your communication with constituents to communicate in a professional manner. Stationery needs to contain corporate branding and contact information. Header: The CALL logo, properly sized and centered on the sheet. Footer: Contact information (physical mailing address: street, city, state, ZIP, phone number, and website address), centered on the page. See example on next page. Envelope return address should follow these examples: The CALL PO Box Little Rock, AR The CALL PO Box Little Rock, AR

15 SAMPLE STATIONERY PAGE P.O.Box 25524, Little Rock, AR TheCALLinArkansas.org

16 The CALL branding guide 2014 The CALL. All rights reserved.