Table of Contents. 3 Our Mark. 5 Our Color. 8 Our Fonts. 9 Our Brand. 11 Our Message. 14 Logo Usage and Application

Transcription

1 Branding Guide

2 Table of Contents 2 3 Our Mark 5 Our Color 8 Our Fonts 9 Our Brand 11 Our Message 14 Logo Usage and Application This branding guide was created by the North Texas Marketing staff in conjunction with the National Office of Big Brothers Big Sisters of America. Brand guidelines, graphic and color selections were all established through the Brand New Thinking market research which was conducted at the national level in If you have any questions regarding the materials included, please contact the Publications Manager in the Marketing Department at

3 Our Mark 3 The Big Brothers Big Sisters grapic identity is composed of two parts: the logo and the logotype (together, referred to as the mark). Here is how the logotype and the logo can be used seperately: LOGO LOGOTYPE Here are the four different examples of how the mark can be used: VERSION A - PLAIN VERSION B - PLAIN VERSION A - BOXED VERSION B - BOXED It is critical that this mark be kept consistant and distinct. All offices, and their vendors, should conform to the configuration and standards for the mark as outlined in this section. Any questions may be directed to the Publications Manager at

4 4 RULES OF USE Below are some rules that you can follow on how to and not to use our mark. This mark is not open to reinterpritation or modification by anyone. Make sure that you contact the Marketing Department with any questions. DO Reproduce the mark consistently in all your publications and visual materials Ask the Marketing Department for help if you have a vendor that needs the logo Reproduce the mark in the colors specified in this book Allow the mark to stand distinct and clear of any other mark or text Use the logo and logotype separately, if needed, but ensure that the mark appears intact, and prominently, somewhere in the publication DO NOT Modify, recreate, redraw, or reproportion the logo or the logotype Attempt to customize the name (logotype) in word processing Tilt the mark from the axes shown Add photography or any other art element Use the B/heart as an element in any design, as the first letter of a word Separate the two figures of the logo Inadvertently scale (stretch/condense) the mark in word processing Incorporate the mark into another logo or any other type of illustration, nor obscured with type or other graphic elements

5 Our Colors 5 The BBBS Color Palette The BBBS color palette comprises eleven Pantone inks (which may be printed as spot color or as full-color) and a metallic gold. The primary color break of the BBBS mark is 2592 purple or 2603 purple and black. The palette is suggested for use in any document or visual presentation, but it is not an option to print the mark in positive in colors other than white, black, metallic gold, or the colors shown on page 6. Examples of the mark reversed from a solid color are on page 7. So what is a Pantone ink (or color)? It is an industry standard color management system for printer color reproduction. Pantone uses exact percentages of cyan, magenta, yellow, and black or (CMYK) to create colors for printing. You can find the CMYK mixture of each of the colors listed below the Pantone number. They are listed respectively. So Pantone 123 has 0% Cyan, 24% Magenta, 94% Yellow and 0% Black. Big Brothers Big Sisters Color Palette The colors shown below are the Big Brothers Big Sisters color palette. The first line gives the Pantone spot color specifications; the second line gives the custom process color breaks. (Note: most of these cmyk breaks are custom mixes, not the default break from spot color.) Pantone Pantone Pantone Reflex Blue Process Blue Warm Red Rhodamine Red Pantone Secondary Color Palette Below is the secondary palette for Big Brothers Big Sisters materials. Any of these colors are optional. Pantone Pantone Pantone Pantone 872 (Metallic Gold) IMPORTANT: The colors in this document are created in process color. Please refer to the Pantone Formula Guide for true versions of spot color inks.

6 6 Print Color Specifications Main BBBS Color Specification 2592 Purple/Black is the preferred color break for the mark, in any version. (The B Version-Plain and A Boxed Version are shown below as examples.) Other Permitted Color Breaks The mark may also appear as entirely 123 yellow, or in all purple if printing a one-color document. (See next page for white permutations.) RULES OF USE: Color of the Graphic Identity The Big Brothers Big Sisters mark may be printed: as 100% black, 100% white (reversed), or metallic gold, and in the colors shown above. Do not print the mark in any other color.

7 7 Color Variations cont d. Reversing the Mark The graphic identity may be reversed in white from any color, or from black. (Do not print the mark in positive in any color except as noted on the previous page.) Pantone Pantone Pantone Warm Red Process Blue Pantone Rhodamine Red Reflex Blue Digital Media and the Web The following formulas may be used to represent the BBBS color palette in digital media. Spot: 123 Yellow 2592 Purple 314 Teal 361 Green Warm Red Process Blue Rhodamine Red Reflex blue RGB: Web: FFCC FF FF

8 Our Fonts 8 Any printed or online material produced for Big Brothers Big Sisters should use the typefaces listed below. It is very important to use only these typefaces to make sure that the public sees consistancy these materials that represent us. This helps to keep our brand distinct so that it is not confused with any other organization.

9 Our Brand 9 Brand Assets Enviable awareness Generally well-understood mission Good reputation and good will purity of purpose A target audience that, for the most part, cares about kids and enjoys being with them Brand Liabilities Emotional barriers that might be even more formidable than practical ones (time and convenience) A severe intimidation barrier exists, driven by widely-held perception regarding the Little... expectation of severe need child from single parent HH desperately needy of a substitute parent probably surrounded by inner city squalor Regarding the Big... feelings of unworthiness too human to be a mentor lacking the requisite skills and abilities not emotionally prepared to become a parent to a child who so desperately needs one Regarding the Relationship nebulous, without form or boundaries probably a 24/7 job undefined -- from the literal, What will I do with the child?, to the profound: Where does my role begin and end? Brand Challenge Build upon the positive equity and awareness of BBBS Break down the intimidation barrier and translate the latent good feelings people have toward children into action How Do We Meet This Challenge Leverage two critical insights Prospects need to feel that becoming a BIG to a child will be a gratifying experience for both parties Prospects need to envision themselves in a role other than a fill in mother or father A role that implies reasonable emotional and practical boundaries they can feel worthy of they instinctively know how to do inspires and uplifts them

10 10 The Change Agent (or, Catalyst, Magician, Weaver of Dreams, Opener of Doors) Brings a little magic into the life of a child shares the little moments and experiences that spark imagination, delight and hopefulness creates a sense of delight in one s self and in the world, and a belief in possibility the magic is shared equally by BIG and LITTLE sprinkles some sparkle and light on an otherwise difficult and sometimes dreary world magic that transforms both the BIG and the LITTLE, forever Portraying Our Brand When portraying BBBS to volunteers... We are NOT Clinical Social-service Saving Fixing Parental/surrogate parent Rescue Results-focused Single burden Inner-city Limited Earth-shattering Staid Life-long commitment Economically-driven Overcoming obstacles We ARE Magic Mutually rewarding Gratifying Emotionally fulfilling Being a friend Reciprocal Experience-focused Community Supported Without socio-economic associations Universal Impactful Energetic Rich in immediate experience Experience-sharing enabling transformation When portraying the Littles to volunteers... Littles are NOT Worthy Deserving Littles ARE Energizing Responsive Needy At-risk Resourceful Promising Victims Responsible

11 Our Core Message 11 Overview Statement Big Brothers Big Sisters has been the nation s preeminent youth-service organization for over a century. Our service is based on our volunteers that serve as mentors to children. We have proven success in creating and nurturing, safe, and positive relationships that have direct, measurable and lasting impact on the children served though our program. Regional Mission Statement The mission of Big Brothers Big Sisters is to enrich, encourage and empower children to reach their highest potential through safe, positive, one-to-one mentoring relationships. Regional Vision Statement To become the preeminent youth services organization in North Texas by providing mentors to 15,000 children by the year 2010 and ultimately, to every child who wants or needs one. Language When Speaking about Bigs (Appropriate for Recruitment/Volunteer/FamilyAudiences) Little Moments. Big Magic. Big Brothers and Big Sisters are, foremost, friends to children: They share everyday activities exploring new horizons, and experiencing the joy that simple moments of friendship can bring. Within those little moments lie the big magic that a Big Brother or Big Sister brings to the life of a young person. Being a Big Brother or Big Sister is something that you can do. The only requirements are a willingness to make a new friend and a desire to share some fun with a young person. Our volunteers consistently say that being a Big is even more enjoyable and fulfilling for them than it is for their Little. Independent studies have proven that mentoring through our program has a direct, measurable and lasting impact on the children served. Having a life changing impact on a child is as easy as incorporating a child into the life you are already living just a few hours each month. Children who have that Big Brother or Big Sister in their are less likely to engage in violence, are less likely to begin using drugs and are more likely to graduate from high school. Language When Speaking about BBBS Service (Appropriate for supporters, donors, partners, et al) We Are An Organization You Can Trust. Youth development experts agree that, in addition to their parents, children need additional supportive, caring adults in their lives. BBBS works closely with parents to match every child with the right Big Brother or Big Sister. Each potential Big is screened, trained, and supervised to help ensure that the relationship will be safe and rewarding for everyone involved. Nationally, Big Brothers Big Sisters serves hundreds of thousands of children in over 5,000 communities across the country and we are continually growing. Locally, our goal is to provide Bigs to 15,000 children by Professionals in youth development support these individual, responsible relationships. National research has shown that the shared experiences between Bigs and Littles have a direct and lasting impact on children s lives. A Big can help a child discover a world of possibilities and opportunities simply by being a genuine friend. No other organization is doing the quality of work that Big Brothers Big Sisters does, or has the proven results we have. That is why America counts on Big Brothers Big Sisters.

12 12 Selling Proposition - Volunteers Being a mentor is not about changing your life to accommodate a child, it s about including a child in the life you are already living. By involving a child in your ordinary day, that child learns from your actions, develops trust in your friendship and views life beyond his everyday experiences. Watch the ordinary become extraordinary in the life of a child. Become a Big Brother or Big Sister. Selling Proposition- Donors Corporate and individual support is vital to provide mentors for children in our community. In these complex and confusing times, children need a caring adult to be a mentor and a friend someone they can talk to, have fun with, and learn from. Independent research shows that our mentoring works. Kids with a Big Brother or Big Sister are less likely to demonstrate violence, are less likely to begin using drugs and alcohol, and are more likely to graduate from high school. Support Big Brothers Big Sisters and support the future success of our children. Our Tagline Big Brothers Big Sisters consistently uses two taglines. Please contact the Marketing department if you have any questions. Any variations of the wording or appearance of these taglines must be approved by the Marketing department. General Volunteer Tagline -This tagline can be used on any promotional materials, especially when it will be used for soliciting volunteers. Little Moments. Big Magic. (Myriad Typeface) Little Moments. Big Magic. (Century Old School Typeface) General Donor Tagline -This tagline can be used on any promotional materials aimed at soliciting donors: Little Moments. Big Magic. Huge Impact. (Myriad Typeface) Little Moments. Big Magic. Huge Impact. (Century Old School Typeface)

13 13 Written Program Descriptions 25 Word Big Brothers Big Sisters is the premier one-to-one youth mentoring organization with proven success in creating safe positive friendships for children, volunteers, families and communities! 50 Words As the premier one-to-one youth mentoring organization, Big Brothers Big Sisters provides mentors to thousands of children. Independent research demonstrates that the agency s model of safely providing professionally supported one-to-one relationships has a direct and measurable impact. In just four hours a month, children s lives are changed through mentoring. 100 Words Big Brothers Big Sisters is the oldest and most effective youth mentoring organization in the United States. Independent research proves that the Big Brothers Big Sisters model of safely providing professionally supported relationships between young people and adult mentors has a direct, measurable and lasting impact. Children with a Big Brother or Big Sister in our program are less likely to begin using drugs and alcohol, less likely to be involved in violence and more likely to graduate from high school. In just four hours a month, a child s life can be changed by a Big Brother or Big Sister.

14 Logo Usage 14 Those requesting to use the BBBS logo for external promotional activities must first submit a Logo Usage Request Form to the following: Vice President of Marketing Big Brothers Big Sisters 205 West Main Arlington, TX All logo usage submissions received by BBBS will be reviewed on a case-by-case basis by the leadership team. Consideration for logo usage will be weighed heavily towards those companies, public agencies or community organizations that meet the following criteria: 1. Have youth mentoring among its top community service priorities 2. Have an established partnership with BBBS through either cause marketing; core programming such as school based mentoring or Amachi Texas partnerships; public partnerships through local, state or federal conduits; and other significant volunteer recruitment organizations and fund development sponsors and major donors. 3. Do not promote or exercise any particular political or social agenda. 4. Agree to comply with all brand standards established by the BBBSMarketing Department in relation to logo presentation and usage. Upon review, you will be notified in writing of the final decision within 10 days. If you have any questions regarding the materials included, please contact the Publications Manager in the Marketing Department at

15 Date of Request: Logo Use Request Form Name of Organization: Type of Organization: Corporate/Business Community Organization Media Other Address: City: State: Zip: Phone # : Fax #: Website Address: Who do we contact regarding this request: Phone #: What is the nature of the use of our logo? (Please check as many as apply) promote BBBS promote BBBS partnership recruit mentors raise funds promote a BBBS event other Where do you intend on using the logo? (Please check as many as apply) printed collateral print advertising outdoor advertising event signage website other Are you an existing BBBS partner Yes No Do you currently donate to BBBS? Yes No Do you currently provide mentors to BBBS? Yes No Thank you for your request. All requests are considered via a formal review process. Big Brothers Big Sisters will contact you shortly to discuss your request.