BRAND GUIDE - All Belong · Brand Guide. 4. DESCRIPTION. All Belong Center for Inclusive Education...

BRAND GUIDE

CONTENTS

All Belong Brand Guide 2

For questions about this guide, contact Kelly Grant, communications specialist, at [email protected] or 616.855.3106.

3 Mission, Vision, & Beliefs

4 Description

5 Primary Logo

6 Logo Formats

7 Icon + Tagline

8 Colors

9 Graphic Elements

10 Using our Logo

11 Fonts

12 Using our Fonts

13 Brand Cornerstones

14 Brand Voice Chart

15 Internal Brand Guide


MISSION, VISION, AND BELIEFS

Our MissionAll Belong equips congregations and schools to glorify God through purposeful, innovative inclusion of persons with varied abilities.

Our VisionWe envision a world where communities are marked by belonging for persons with varied abilities.

Our Core BeliefsDirected by the Gospel of Jesus Christ and relying on the Holy Spirit, we believe:

Diversity of ability is necessary for complete community;

We experience God’s love through belonging in community;

We bring glory to God when we live, learn, serve, and worship together in interdependent community.


DESCRIPTION

All Belong Center for Inclusive Education is the leading catalyst for creating and maintaining inclusive communities for persons of all abilities. This redefined, bold organizational identity clearly articulates the heart of our forty-year mission—that persons of all abilities belong within community. Our new logo clearly conveys our beliefs about community: each person gathered together in interdependence, pointing toward Christ.

The All Belong brand positions us as the go-to resource for inclusive, Christ-centered communities. Based on the input of more than 100 stakeholders, the entire brand identity, including the naming, messaging, and visuals, was intentionally crafted to communicate our commitment to faithfully build belonging.

This guide serves to equip anyone (staff, Board, volunteers) who speaks on behalf of the organization to speak cohesively and with one voice in a manner that reflects the organization’s values.


PRIMARY LOGOOur logo is comprised of three elements: the icon, the wordmark and the descriptor. This horizontal version of our logo is preferred for most applications. When writing our name in body text, there are two options: “All Belong” or “ All Belong Center for Inclusive Education.” Never say or write an acronym for All Belong such as “AB” or “ABCIE”. Replacing our name with an acronym can undermine and hide its meaning and value.

iconwordmark

descriptor


LOGO FORMATS

AllBelong-Logo.eps

AllBelong-Logo-NoDesc.eps

AllBelong-Vertical-Logo.eps

AllBelong-Vertical-Logo-NoDesc.eps

AllBelong-Vertical-blk-Logo.eps

AllBelong-Vertical-blk-Logo.eps

AllBelong-Logo-blk.eps

AllBelong-Logo-wht.eps

The stacked version of our logo can be used when the main logo does not fit well in the space or cannot be clearly represented—like in vertical applications. Our one-color logo, both horizontal and vertical, should be used very selectively. It should only be used when the full-color logo doesn’t work well or when minimal colors are needed, such as black and white ads. The logo can be used without the descriptor in contexts where further clarification is not needed such as “Center for Inclusive Education” is mentioned in close proximity to the logo or where space does not allow for the the descriptor to be legible, like on a billboard.


ICON AND TAGLINE

AllBelong-Icon.eps

AllBelong-Icon+tag.eps

AllBelong-Tagline.eps

AllBelong-Tagline-white.eps

faithfully building belonging

Don’t place tagline below logo

Don’t use icon in close proximity to the logo.

Do use tagline separated from logo

Our icon can be used separately from the logo for design needs, however, it should not appear on the same page or close to the primary logo to keep it from competing with the logo. The tagline should always be separted from the logo and should not be placed directly above or below it. The tagline can also be placed inside the icon as long as it can be used large enough to be legible. This instance should not replace or compete with the primary logo.


COLORS

CMYK100 75 0 0

RGB0 84 166

HEX#0054a6

PMS661 C

CMYK0 90 85 0

RGB239 65 54

HEX#ef4136

PMS1797 C

CMYK75 5 100 0

RGB65 173 73

HEX#41ad49

PMS361 C

CMYK100 0 0 0

RGB0 174 239

HEX#00adef

PMSProcess Cyan

CMYK0 0 0 85

RGB77 77 79

HEX#4d4d4f

Black85%

Core Colors:

Body Copy Color:

Bright primary colors make up All Belong’s primary four color palette. Lighter tints of these colors can be used as well.85% black should be used for body copy.


GRAPHIC ELEMENTS

AllBelong-BulletPoints.eps

AllBelong-pattern-blue.eps

AllBelong-pattern-green.eps

AllBelong-pattern-turquoise.eps

AllBelong-pattern-red.eps

Elements of the icon can be used for design in patterns, textures, bullet points, and call outs. These elements can be rotated as needed in 45 degree angles, however, the colors and patterns should not be altered.


USING OUR LOGO

Clear Space & Size

Unacceptable Usage

Always leave a minimum clear space equal to the

width of the letters ‘l’ in the logo, surrounding

all sides of the mark. Any text or imagery that

encroaches upon this space is unacceptable and

compromises the legibility of the logo.

Do not stretch, squeeze or

change aspect ratiosDo not rotate

or flipDo not change

colors or order of

the colors

Do not alter logo

lock-up

Do not change font or alter

letters or letter spacingDo not use on busy

images

Whenever possible, to keep the logo legible, avoid

using the logo smaller than 1” wide for horizontal

logo and .8” wide for vertical logo when printed.

In the interest of protecting the integrity of the All Belong brand, we have created guidelines in regards to clear space, size, and unacceptable usage. Use discretion when scaling the logo. Be sure to err on the side of more white space so the logo has room to breathe.

1 inch 0.8 inch

all bel ng


OUR FONTS

Montserrat headlines, callouts, and quotes. Alternative Font: Arial when Montserrat is not available.

Merriweather body copy, small text, sub headings, and italics. Alternative Font: Times New Roman when Merriweather is not available.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z



a b c d ef g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - = +




a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - = +

Our two fonts include a san serif and serif font—Montserrat and Merriweather. Each of the “font families” include many “weights” like light, regular, and bold. They can each be downloaded online for free at Google.com/fonts.

CONTENTS


Our fonts are flexible and can be used in a variety of ways. The example below provides a general guideline on how to use our fonts to maximize legibility and aesthetic appeal.

USING OUR FONTS

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Headline 2

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Raeperati ditae magnihiciae nonem velendelist exceaqu atatureium quae. Lore seceperum earchil laborum, volorep ersperessunt odis quidundam, odiatusantem fuga. Possum ea doluptate non cum nosti qui unt odit eicto ma asitati

antiunt estiis qui anda dunt, quatium sunte moluptae veri rest doluptae pero quibus rem. Ci dolupti onsequi ssinctu sdaecae. Am volor molupta que num aped magnat au-dignim id quaeptat eum quam sus.

Headline 3

Optatur, aut pore vollab is ea nem autem quodit eum rem res quiam solupit restium, sitias res et et alitium quatian duntisi ncturia numenda eruntin et, cum aditiis doluptatum simi, susci od quaectur as eos num ant, optatem eniet am eius, sae pore inus sequi veni dolor ab illabo. Et lature pe dolo officto ventibearum natium facitae ea nonesectior ant.

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HEADLINE OR LARGE TEXTSub Heading

“Your belief that God’s people need one another

to be complete is the foundation of our work.”

10-15 minutes

is how often younger children should take

a break or change activities.


OUR BRAND CORNERSTONESOur brand cornerstones are what we want people to know and think about us. They represent four key perceptions that we are striving to own in the minds of all who work and engage with us. They are a conversation guide – descriptors of who we are and what we do. They represent the heritage of All Belong, the service attitude we embody, the experience we create for our clients, and the benefits we provide the communities we serve. If we work together as a team and reinforce these perceptions, people will associate these key attributes to us and they will help make a memorable, lasting impression.

BENEFITSWhat will All Belong

clients receive?

SERVICEWhat does All Belong deliver?

Inclusion InnovatorsCatalysts for Community Change

Faithful Forerunners

Mission for Mutuality

PERSONALITYWho is All Belong?

EXPERIENCEHow does All Belong deliver?

Informed Advocacy

Faith-based Foundation

Professional and Personal

Celebrating All Abilities

Practical PartnersExchange of Gifts

Guidance and Partnership

Biblical Blueprint for Community

Kingdom Communities

Value of All Members of the Body

Culture of Belonging

Radical Inclusion Techniques & Tools

faithfully working to build belonging


OUR BRAND VOICEThe table below gives characteristics of All Belong’s brand voice describing the tone of our communications and interactions at all touch points of our brand.

Voice Characteristic Description Do Don’t

Inclusive

We welcome people of all abilities, faithfully working to build belonging.

Our voice is bold, approachable, and respectful.

Be accepting to all

Be thoughtful

Be purposeful

Be negative

Be passive

Be judgmental

Supportive

We believe every person reflects God’s image, so we celebrate and empower all abilities.

Our voice is loving, honest, and nurturing.

Build on strengths

Be understanding

Be champions of community

Be overbearing

Be aggressive

Be pushy

Passionate

We are catalysts for community change and are committed to fulfilling our mission.

Our voice is compelling, informative, and professional.

Be helpful

Be bold

Be trustworthy

Be boastful

Use slang

Use outdated terms


INTERNAL BRAND GUIDE

How we talk about people and the communities we serve matters. The language we use is rooted in our core beliefs and values, as identified below:

Directed by the Gospel of Jesus Christ and relying on the Holy Spirit, we believe:

Diversity of ability is necessary for complete community

We experience God’s love through belonging in community

We bring glory to God when we live, learn, serve, and worship together in interdependent community.

Read more about us on our web site.

Our Philosophy of Language

We use person-first language.

We use person-first language in all cases, including oral and written communications. This means that a person or their name is always referenced first, with their disability or diagnosis referenced secondarily or not at all. We only reference the disability or diagnosis if it is pertinent to the story. Uses of “typically-abled” or “able-bodied” are not person-first and do not represent neurodiverse communities.

We strive to be consistent in our use of person-first language toward individuals without disabilities, too.

We use person-first language for all persons because we believe that each individual is made in the image of God. Especially when working with children, we’ve found that kids have not yet embraced their identity as a person with a disability. Though this may change over time, person-first language gives kids a lens that emphasizes similarities, not differences.

Okay Not Okay

Erin, who lives with autism spectrum disorder, …

Autistic students like Erin…

Jeremy, a student with Down syndrome,… Jeremy, who is Down syndrome…

A student who has Down syndrome...

Individuals with disabilities A Down syndrome student

Teresa, a wheelchair user,… or Teresa uses a wheelchair.

Disabled people…

A person with a disability and his peers..., Peers who are also second graders..., Peers who are neurotypical.

Teresa is wheelchair bound.

Typically-abled

https://allbelong.org/who-is-all-belong/



An Exception: Identity First LanguageSome individuals with disabilities may prefer identity-first language, which we will use in reference to that person out of respect for their preferences.

Many persons who have autism spectrum disorder or who identify as being deaf or blind often see that as part of their identity. An individual may prefer to be called “an autistic” or be referenced as a “disabled person”. Identity first language is also common in research and scholarly writing.

For our organization, however, identity-first language is something chosen when in relationship with that person. Because we often work with students, we want to encourage them to see themselves as children of God first. When speaking to a group or in written communications, we use person-first language.

When referencing an area of disability, we use updated medical terms.

Okay Not Okay Why

Down syndrome Downs Outdated term

Autism spectrum disorder (ASD), autism*

Asperger’s Asperger’s falls under the umbrella of ASD

Disability Special needs, handicapped, retarded

*Depending on the context, we recommend sharing that autism spectrum disorder is an umbrella diagnosis. After sharing this information and the full medical term, you may reference autism spectrum disorder as ASD or autism.

Additional resources:

Centers for Disease Control Guide on Person-First Language

University of Kansas Guidelines: How to Write and Report about People with Disabilities, 8th Edition

We begin with strengths.

We believe that each person—regardless of their ability—has strengths and challenges. Whether in conversation or story, we always begin by describing the person’s strengths and gifts. If it’s necessary to discuss their challenges, we seek to honor the person in the language we use to describe their support needs.

We use terms like “weakness” and “limitation” with caution, based on the relationship and context.

We emphasize interdependent community.

Whether it’s one sentence or a full story, we highlight that communities consist of people with varied abilities. Because of our belief in mutuality, we do not use language that connotes an “us versus them” mentality.



Okay Not Okay Why

People of all abilities are part of this community.

People with all levels of abili-ty are part of this community.

No one has a higher or less “level” of ability

People with varied abilities are part of this community.

We have several children with disabilities in our community.

We’re a better community because we are diverse.

We’re a better community when “they’re” a part of it.

The use of “they” or “them” does not connote true be-longing.

We honor individuals in describing their level of support.

In all communications, we refer to individuals with higher levels of support need as having “moderate to significant support needs” or needing “moderate to significant levels of support”. The use of “severe”, “profound”, or similar adjectives does not align with our Core Values.

Similarly, we do not use terms such as “high functioning” or “low functioning” to describe someone’s ability as these terms do not provide specificity to one’s gifts or support needs.

Okay Not Okay

Erin, who has a significant speech impairment, . . .

Erin is significantly speech impaired…

The school includes students who have mod-erate to significant support needs.

The school has several students with severe disabilities.

He requires significant support for his autism spectrum disorder.

He has severe autism.

She has ASD and excels in math. (Provides specificity.)

She has ASD and is rather high functioning.

We believe in ministry with persons with disabilities.

Our belief in interdependent community requires us to not refer to our brothers and sisters as “the least” or as lesser people in any way. Each person—regardless of their ability—is a minister and not just a recipient of ministry. None of us on Earth are whole or perfect; a disability does not make one “broken”. In that vein, we do not encourage use of the word “ministry” in reference to supporting persons with disabilities.



Okay Not Okay

We minister alongside people with disabilities. We minister to people with disabilities.

We avoid jargon and define acronyms.

In formal writing, we always define titles or phrases first followed by the acronym in parentheses.

For example: Educational Support Services (ESS) teachers are meeting at our offices today for an ESS Connect & Collaborate event.

Commonly used acronyms do not need periods (e.g. PhD).

Acronym What it actually means

ESS Educational Support Services

MTSS Multi-Tiered System of Support

UDL Universal Design for Learning

ASD Autism Spectrum Disorder

RtI Response to Intervention

DI Differentiated Instruction

Our Approach to Story

Our stories emphasize mutuality and interdependent community. Because of this, we highlight people’s gifts and show an individual’s sense of agency. When writing, always consider who’s story you are telling and if their agency is coming through. This may include sharing the story or a quote from their perspective or highlighting the gifts they bring to the community.

We do not write or share disability “inspiration porn”.

Inspiration porn, as its popularly referred to, is when a person with a disability is viewed as an inspiration simply for living their life.

This Huffington Post article shares helpful examples.

https://www.huffpost.com/entry/on-inspiration-porn_b_596cedd0e4b05561da5a595e



Some important questions to consider:

Who is the best person (or organization) to share this story?

Is the dignity and honor of person maintained in this story?

Are you oversimplifying or over-sensationalizing their story?

Are you prioritizing the voice of the person whose story is shared?

Additional Resources:

Guidelines: How to Write About and Report about People with Disabilities from the Research and Training Center on Independent Living, The University of Kansas

‘Speechless’ Just Schooled Everyone on Disability ‘Inspiration Porn’ by Elyse Wanshel

How to Tell Compelling Stories While Avoiding Exploitation by Besha Shiferaw

Visual Communications | Photos & Videos

We use visuals that demonstrate ability inclusive community.

Except on rare occasions, we do not use images that only include a person with a visible disability.

We always strive to use visuals that honor the individuals in the shot.

Consider “Would I want someone to use this image of me?” In our visual communications, we strive to honor the person’s agency and ability. For example, instead of focusing a shot on the person’s wheelchair, we would prefer to focus the shot on the whole person.

In our visual communications, we strive to display the diverse communities we represent, including ability, age, race, gender, and faith tradition.

For example, if you are presenting to a group of church leaders from a variety of traditions, consider if your images reflect Protestant and Catholic worship spaces and contemporary and traditional worship services. If you’re presenting to a Catholic school, consider if your PowerPoint images show students in uniforms. Always consider if your images reflect a variety of ages and races.

If we use a photo we do not own, we do our best to acknowledge the source.

Often, this can be done in small text at the bottom of the document.

Additional Resources:

Free stock images are available at UnSplash, Photopin, and Pexels.



We use high resolution images to convey our message.

To best communicate our mission and display professionalism, we only use high resolution images.

Our Terms

There are many All Belong terms that we regularly use in reference to our clients. Though not extensive, these basic guidelines strive to create consistency throughout our communications.

Schools

All Belong contracts with multiple schools across the country to provide support services and enable inclusive education of the highest quality for all students. We refer to these schools as All Belong Schools, All Belong Partner Schools, or All Belong Member Schools interchangeably.

However, we also use the term “partner” for schools that do not receive ongoing support. Each of these titles are capitalized.

Term Definition

Member School A school that receives ongoing annual support through a contractual relationship with All Belong.

School Client A school that only receives one-off support from All Belong.

Regional Office An official regional office community of All Belong.

Alliance Partner An organization or group of schools that receives specific support through a contractual relationship with All Belong.

Churches

Term Definition

Member Church A church that participates in our annual Membership Program.

Church Client A church that received some level of support from our team and/or financially supports All Belong.



Partner Organizations

In addition to annual contractual agreements with schools and churches, we partner with a variety of organizations to further our mission of belonging within community for persons of all abilities. We refer to these organizations as general “partners” and do not capitalize the title.

Examples of these partner organizations include (but are not limited to): Calvin Institute of Christian Worship, Friendship Ministries, and the Association of Christian Schools International.

Grammar and Style Guidelines

We strive to communicate with excellence and consistency across all mediums.We use American spelling and adhere to the Associated Press (AP) Style whenever possible, except for our evaluation services reports and scholarly writing which typically utilize American Psychological Association (APA) Style.

Here are some specific rules and exceptions:

Titles Do not capitalize proper titles within a sentence. Example: Our executive director, Elizabeth Lucas Dombrowski, owns many plants.

And v. & The use of “&” may only be used in event titles. Example: Connect & Collaborate

Oxford Comma Always use the serial comma (aka Oxford comma), which is placed before the last item of a list. Example: This book is dedicated to my roommates, Nicole Kidman, and God.

Kingdom of God References to God’s kingdom are not capitalized.

Gospel The word “gospel” should only be capitalized if it is referring to a specific book of the Bible (e.g., the Gospel of Luke) or to the collection of the four books from the Bible (the Gospels). When referring to the general message of the Christian faith, we use a lowercase “gospel”.

Gospel is capitalized as a proper title.

Scripture ReferencesScripture references should be fully spelled out, with the translation noted.

Use the most appropriate interpretation of the Bible for the intended audience. For example, an ACSI-accredited school might appreciate the King James Version as opposed to the Revised Standard Version or the New International Version. References to the version of the Bible follow the same rules as references to acronyms. Example: Matthew 6 (NIV) as opposed to Matt. 6.



References to God Capitalize all the names of the Christian God (including members of the Trinity).

In our use of the pronouns for God, we strive to be sensitive to the audience and context. If we’re speaking to a predominantly ecumenical audience, we strive to replace pronouns for God with variations of “God”.

Numbers Numbers of ten or less should be spelled out, and when they begin a sentence.

Em DashUse of the m-dash (or em-dash) is preferred when connecting clauses—and should not have spaces on either side. An m-dash (highlighted above) can be found in Word under the “Insert symbol” tool. It should be used instead of a short dash (or en dash) (-), which should only be used to connect words, not clauses. M dashes may replace commas, semicolons, colons, and parentheses to indicate added emphasis, an interruption, or an abrupt change of thought. Example: You are the friend—the only friend—who offered to help me.

WorshipThe past and progressive tenses of the word “worship” should be spelled “worshiped” and “worshiping”, respectively.

Website URL Usage

When referencing the All Belong website, or any website for that matter, do not include www or https, as both are unnecessary. We only capitalize the first letter of our website, if at all.

Okay Not Okay

Allbelong.org www.Allbelong.org

allbelong.org AllBelong.org

Our Commitment to Accessibility

We strive to make our materials as accessible as possible for persons with a variety of abilities. Below are a few resources to consider as you create a PowerPoint, draft a Word document, design a flyer, and more.

Effective Color Contrast – Lighthouse GuildMaking Text Legible – Lighthouse Guild

http://li129-107.members.linode.com/accessibility/design/accessible-print-design/effective-color-contrast/

http://li129-107.members.linode.com/accessibility/design/accessible-print-design/making-text-legible/

BRAND GUIDE - All Belong · Brand Guide. 4. DESCRIPTION. All Belong Center for Inclusive Education...

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