BRAND IDENTITY STANDARDS45pkb8376a6v34cw74r1f7hw- ... BRAND IDENTITY STANDARDS VERSION 2.0, UPDATED

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Transcript of BRAND IDENTITY STANDARDS45pkb8376a6v34cw74r1f7hw- ... BRAND IDENTITY STANDARDS VERSION 2.0, UPDATED

  • BRAND IDENTITY STANDARDS VERSION 2.0, UPDATED MAY 2014

    AN OUTREACH MINISTRY OF THE EPISCOPAL DIOCESE OF TEXAS

  •    

    Table  of  Content     Brand  Integrity  .........................................................................................................................  2  

    Responsibility  ..........................................................................................................................  3  

    MASTER  BRAND  .......................................................................................................................  4  

    Brand  Name  ................................................................................................................................  4  

    Master  Signature  .....................................................................................................................  5  

    Master  Signature  Evolution  ......................................................................................................  6  

    Master  Signature  Preferred  Usage  ...........................................................................................  7  

    Master  Signature  Limited  Usage  ..............................................................................................  8  

    How  to  Access  the  Master  Signature  ........................................................................................  9  

    Master  Signature  Specifications  ...............................................................................................  9  

    Master  Signature  Incorrect  Usage  ..........................................................................................  10  

    Color  Palette  ..........................................................................................................................  11  

    Standard  Typography  .............................................................................................................  12  

    Email  Signatures  ....................................................................................................................  13  

    “Everyone”  Emails  .................................................................................................................  15  

    Communications  Promotional  Materials  ................................................................................  16  

    Ordering  Communications  Inventory  .....................................................................................  17  

    Website  Maintenance  ............................................................................................................  19  

    Required  Copyright  Disclaimer  ...............................................................................................  19  

    Assistance  from  Community  Engagement  and  Communications  ............................................  19  

           

         

       

  • 2  |  P a g e      

    Brand  Integrity   El  Buen  Samaritano’s  name  and  logo  are  important,  widely-­‐recognized  and  established   assets.  As  the  organization  positions  itself  for  growth,  its  brand  identity  becomes   increasingly  important.  To  maintain  a  constant  level  of  high-­‐quality  service  delivery,   every  staff  member  and  volunteer  is  responsible  for  understanding  and  representing  the   brand  of  El  Buen.  This  includes  positioning  and  communicating  programs  and  services  as   a  cohesive  unit  of  El  Buen,  ensuring  quality  and  client  satisfaction.       Communication  plays  a  vital  role  in  the  success  of  our  organization.  Every  reference,   conversation,  publication  and  email  associated  with  El  Buen  builds  on  our  reputation.   Without  adherence  to  brand  standards,  the  integrity  of  our  brand  identity  is   compromised.     Adherence  to  El  Buen’s  Brand  Identity  Standards  is  required  from  all  staff  and   volunteers.       Please  take  time  to  review  the  specifications  outlined  that  include  guildelines  on  media,   stationary,  business  cards  and  emails.  If  there  are  any  questions  not  covered  in  this   manual,  contact  the  Community  Engagement  and  Communications  Department  at   communications@elbuen.org  or  (512)  439-­‐0748  before  using  El  Buen  Samaritano’s  logo   or  distributing  any  internal  or  external  communications.                            

         

  • 3  |  P a g e      

    Responsibility   Help  build  a  positive  public  image,  work  to  change  negative  stereotypes  about  the  population   we  serve,  build  partnerships  and  advance  El  Buen’s  mission.  You  can  do  this  by  teaching  others   about  the  meaning  and  intention  of  our  brand  and  by  sharing  success  stories  of  the  people  you   help.       Employees  and  Volunteers   All  employees  and  volunteers  must  follow  this  brand  identity  standards  manual.  No  other  brand   or  former  name  may  be  used  in  its  place.     Community  Engagement  and  Communications  Department   The  Community  Engagement  and  Communications  Department  will  monitor  usage  of  the  brand,   respond  to  publication  and  event  requests  and  work  to  increase  public  awareness  of  El  Buen   Samaritano’s  programs  and  services.     Third  Parties:  vendors,  community  partners  and  other  entities  outside  of  El  Buen     All  third  parties  must  follow  this  brand  identity  standards  manual.  No  other  brand  or  former   name  may  be  used  in  its  place.      

                           

  • 4  |  P a g e      

    MASTER  BRAND   Brand  Name     El  Buen  Samaritano—the  assumed  brand  name—must  be  used  as  follows:     Talking  and  writing  about  the  brand:   Only  the  following  iterations  of  the  brand  can  be  used  in  writing  and  when  referencing  the   brand  in  the  community,  employees  and  stakeholders:  

      1. El  Buen  Samaritano   2. El  Buen;  Note:  only  use  El  Buen  in  second  reference  

      Abbreviations  and  Acronyms   El  Buen  Samaritano  or  El  Buen  must  be  spelled  out  in  its  entirety;  absolutely  no  abbreviations  or   acronyms.  Please  adhere  to  the  following:  

    • Do  not  use  acronyms,  such  as  EBS,  EBSEM,  etc.   • Do  not  omit  any  words  from  the  brand  name.  Example:  El  Samaritano,  etc.    

      Exception:  contracts,  grants,  legal  documents   Contracts,  grants  and  other  legal  documents  must  reference  El  Buen  Samaritano’s  legal  name:  El   Buen  Samaritano  Episcopal  Mission.                                            

  • 5  |  P a g e      

    Master  Signature   The  official  organization  logo  is  at  the  highest  level  of  the  brand  architecture.  We  call  it  the   master  signature,  and  it  is  a  visual  identifier  for  the  brand.  The  master  signature  is  comprised  of   two  elements:     1)  The  mission  building     2)  The  “El  Buen  Samaritano”  wordmark   3)  The  Strengthening  Families  tagline       The  mission  building  emphasizes  a  rich  history  of  providing  a  helping  hand  to  underserved   families,  working  in  harmony  with  the  wordmark  to  form  a  single  unit  with  an  established   relationship.  It  is  crit