Brand Guidelines
LIHF Brand Guidelines October 2014 Overview The Wisconsin Partnership Program at the University of Wisconsin School of Medicine and Public Health created the Lifecourse Initiative for Healthy Families (LIHF) in 2009 to address the high incidence of African-American infant mortality in the state. As part of the UW School of Medicine and Public Health, the Partnership Program follows UW-Madison brand guidelines and epects all LIHF grantees to follow the standards in this document. Staff members from the Partnership Program and UW Health s Marketing and Public Affairs created these brand guidelines with assistance from LIHF s Regional Working Group. The Partnership Program and UW Health s Marketing and Public Affairs will review and update these guidelines as needed. 1
LIHF Logo A successful brand uses a coherent and consistent visual system to reinforce an organization s identity. In this fast-paced world with many messages competing for an individual s attention, it s more important than ever to consistently and effectively implement the Lifecourse Initiative for Healthy Families brand guidelines. The LIHF logo and brand guidelines provide instant recognition and give a strong association with the University of Wisconsin- Madison and the Wisconsin Partnership Program, which provides primary funding for LIHF. LIHF Logo (cont.) The visual identity for the Lifecourse Initiative for Healthy Families is based on a unique logo customized for each collaborative, the Regional Program Office and the overall program. Horizontal and vertical options of the logo are available. Horizontal Working together to leverage the LIHF brand benefits the initiative as a whole, the four collaboratives, communitybased projects, the Regional Program Office, the Partnership Program, UW-Madison and the School of Medicine and Public Health. The primary elements of the Lifecourse Initiative brand are the LIHF logo and the Partnership Program logo. In most instances, the Partnership Program logo will be used in a secondary location (at the bottom of letterhead, on the back flap of envelopes, at the bottom of PowerPoint slides, etc.). Use of the Partnership Program logo must follow UW-Madison s Brand and Visual Identity Guidelines at http://umark.wisc.edu/brand. Grantees may not use any other images associated with UW-Madison (Bucky Badger, the motion W, etc.). Vertical In rare instances, UW Health s Marketing and Public Affairs may request that the Partnership Program logo not be used on certain materials. Grantees should contact the MPA public affairs specialist assigned to the Partnership Program if they believe materials may contain potentially controversial or sensitive information that conflicts with the UW-Madison brand. 22 3
LIHF Logo (cont.) Placement The LIHF logo should be used as the primary brand element, generally at the top of a document. The WPP logo should be used in a secondary position, generally at the bottom of a document. Colors The official colors for the LIHF logo and other related materials are gray (PMS 424), red (PMS 200) and black. The LIHF logo must never appear in other colors. PMS 424 PMS 200 Black When the LIHF logo is reproduced in one color, it must be black or white. If the logo is shown in white, it must be on a dark background. When printing the LIHF logo over a background color or photograph, make certain that the background/ photograph is light enough to allow the LIHF logo to be legible. If the logo is not clearly legible, the reverse version should be used. A secondary color (Pantone Warm Gray 6) may be used to complement the LIHF logo. LIHF Logo (cont.) Sizing Resizing of the LIHF logo must be done proportionately. Distorting the logo in any way is strictly prohibited. When using the LIHF logo in print, it should be no smaller than one-half inch in height. When using the LIHF logo on the web and for electronic media, the LIHF logo must be at least 65 piels in height. Do not alter or distort elements of the LIHF logo. Do not adjust the LIHF logo s color, substitute typography or reconfigure the logo in any way. Do not combine the LIHF logo with elements of other images/logos. Clear Zone When the LIHF logo must be used along with one or more other logos, the LIHF logo should be placed away from the other logos. In certain cases, such as those representing multiple partnerships, grouping logos together may be the best design solution. If placed together, the logos should be of equal size. A minimum amount of space must be maintained between the LIHF logo and type or other graphic elements (including folds, trims and edges) on a page. For printed pieces and on the web, this buffer zone must match the width of the first two characters (LI) in the LIHF logo. Typography Buffer Zone Buffer Zone In addition to the LIHF logo, colors and typography play an important role in making materials look consistent. For print communication, the recommended typeface is Century Gothic for body copy and Bemio for headlines and subheads. 4 5
Wisconsin Partnership Program Logo In addition to the LIHF logo, the Wisconsin Partnership Program logo must be included on print and electronic materials related to the Lifecourse Initiative for Healthy Families. In most instances, the Partnership Program logo will be used in a secondary location (at the bottom of letterhead, on the back flap of envelopes, at the bottom of PowerPoint slides, etc.). Only a horizontal option is available Wisconsin Partnership Program Logo (cont.) Sizing Resizing of the Partnership Program logo must be done proportionately. Distorting the logo in any way is strictly prohibited. When using the Partnership Program logo in print, the W crest should be no smaller than one-half inch in height. When using the Partnership Program logo on the web and for electronic media, the W crest must be at least 65 piels in height. Graphic designers may use their discretion in circumstances that cannot accommodate this minimum height. Do not alter or distort elements of the Partnership Program logo. Use of the Partnership Program logo must follow UW-Madison s Brand and Visual Identity Guidelines at http://umark.wisc.edu/brand. Grantees may not use any other images associated with UW-Madison (Bucky Badger, the motion W, etc.). In rare instances, UW Health s Marketing and Public Affairs may request that the Partnership Program logo not be used on certain materials. Grantees should contact the MPA public affairs specialist assigned to the Partnership Program if they believe materials may contain potentially controversial or sensitive information that conflicts with the UW-Madison brand. Colors Color use is one of the most effective ways to make an immediate connection to UW-Madison and the school of Medicine and Public Health. The three official colors used in the Wisconsin Partnership Program logo are red (PMS 200), gold (PMS 118) and black. The Partnership Program logo must never appear in other colors. PMS 200 PMS118 Do not adjust the Partnership Program logo s color, substitute typography or reconfigure the logo in any way. Do not combine the Partnership Program logo with elements of other images/logos. Clear Zone When the Partnership Program logo must be used along with one or more other logos, the Partnership Program logo should be placed away from the other logos. In certain cases, such as those representing multiple partnerships, grouping logos together may be the best design solution. If placed together, the logos should be of equal size. A minimum amount of space must be maintained between the Partnership Program logo and type or other graphic elements (including folds, trims and edges) on a page. For printed pieces and on the web, this buffer zone must match the width of the W crest. Buffer Zone When the Partnership Program logo is reproduced in one color, it must be black. When printing the Partnership Program logo over a background color or photograph, make certain that the background/photograph is light enough to allow the Partnership Program logo to be legible. If the logo is not clearly legible, the reverse version should be used. 6 7
Stationery Using the official LIHF letterhead, envelopes and business cards is one of the most effective ways to convey the initiative s identity. A level of formality and visual consistency are achieved by using approved images, typefaces, colors and paper stock. The recommended paper stock is Cougar Opaque White Smooth. Address goes here City, WI 12345 Your Names Go Here Your Position Title Organization Name Listed Here Street Address Here Suite Number City, WI Zip P: 222-222-2222 Email: name@organization.org Statement of Support and Advance Notice Grantees must acknowledge the WPP in news releases, articles and other publications that mention their project with the following language: Funding for this project was provided by the UW School of Medicine and Public Health from the Wisconsin Partnership Program. The WPP asks grantees to provide advance notice and copies of news releases, articles or other publications that mention their project. In rare instances and with UW Health Marketing and Public Affairs approval LIHF grantees may use the statement of support in lieu of the WPP logo. Memorandum of Understanding and Grant Agreement With each grantee, the Wisconsin Partnership Program eecutes a Memorandum of Understanding and Grant Agreement that provides the contract terms and conditions of the award. The information in this manual is covered in Section 9 (Intellectual Property) and Addendum B (Licensing Guidelines) of the Grant Agreement effective November 10, 2014. Lifecourse Initiative grantees that signed a Memorandum of Understanding and Grant Agreement prior to November 9, 2014, must sign an addendum to the agreement that amends Section 9 (Intellectual Property). Assistance This manual for the Lifecourse Initiative for Healthy Families may not include every possible scenario for using the LIHF logo. The Wisconsin Partnership Program and UW Health Marketing and Public Affairs will review and if, necessary, update these guidelines no less than annually. LIHF grantees are encouraged to share their suggestions, ask questions and participate in the review process. All inquiries regarding the interpretation and application of these brand standards should be directed to: UW Health Marketing and Public Affairs 301 S. Westfield Road, Suite 250 Madison, WI 53717 608-262-6343 The UW Office of Trademark and Licensing protects and controls the use of UW-Madison marks. Only companies officially licensed by the university are permitted to produce items using the UW-Madison brand. University Communications dictates and maintains the graphic standards for the University and its schools and departments. Questions regarding UW-Madison s graphic standards should be directed to: University Communications 711 State Street, Suite 200 Madison, WI 53703 608-262-0948, logo@news.wisc.edu 8 9
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