RAISING THE STANDARDShow hope’S Branding guidelineS

Brand explanation 3positioning 7associations 8Vision 9purpose 10opportunity 11Values 12personality 13language 14Mark explanation 16Mark presentation 17Clear space guidelines 18logo Variations 19acceptable logo presentations 20unacceptable logo presentations 21Colors 22Typefaces 23photography 24

coNteNtS

We are constantly assaulted by voices.

every day, thousands of voices invite, request, or demand that we buy their product, agree with their perspective, or conform to their expectations. every day, Show hope wades into that mass of voices to “speak up for those who cannot speak for themselves…” (prov. 31:8), for orphans in distress.

The purpose of Show hope’s branding guidelines is to ensure that our voice communicates with the highest level of excellence and effectiveness possible. every time someone interacts with a staff member, reads a brochure, watches a video, browses our social media, or encounters any aspect related to Show hope, we have the opportunity to transform a life. The more interactions we can have, the more chances we have of really making a difference, especially if those interactions work in concert with each other.

it is therefore essential that, at every opportunity, we present a clear, consistent message that reflects our heart. That’s what a good brand is. it is

WHY It MAtteRS:

the heart of an entity clearly lived out in every experience. it’s who we are, in practice. From colors to fonts to imagery to language, consistent elements will help Show hope successfully deliver a message that changes the world for orphans.

a consistent brand will allow Show hope to be easily recognized and remembered, helping to build credibility and loyalty. an honest brand will ensure we reflect what is at the heart of Show hope: god’s love for orphans as well as god’s love for every member and potential member of the movement to care for orphans.

as stewards of Show hope, our desire is to see that name consistently and honestly lived out to the glory of god.

“In the same way, let your good deeds shine out for all to see, so that everyone will praise your Father in heaven” (Matthew 5:16).

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when Steven Curtis Chapman and his wife Mary Beth adopted their daughter Shaohannah in 2000, they grieved to leave behind so many orphans without families. They experienced the miracle of adoption and wanted to make that a reality for as many children as possible. when the Chapmans returned to the u.S. after their first adoption, they met many families willing to adopt a waiting child, but those families simply did not have the financial resources necessary. Cut to the heart by the scenes of waiting children lying in rows of cribs, the Chapmans began to do what they could. in 2003, they teamed up with Scott hasenbalg and launched Show hope. Joined by thousands of supporters, donors, and partners, they sparked a movement that has helped to transform the lives of thousands upon thousands of waiting children all around the world.

The Chapmans went on to adopt Stevey Joy and Maria Sue Chapman, and after Maria Sue tragically passed away in 2008, the outpouring of generosity from so many generous hearts allowed Show hope to step into providing medical care for orphans with special needs through our Special Care Centers in China.

Today, this movement to care for orphans is helping restore the hope of a family to orphans in distress all over the world.

oUR HIStoRY:

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Mission Statement: To care for orphans by engaging the church and reducing the barriers to adoption.

We believe in the power of HOPE.

hope is a beautiful thing. it pierces darkness and fills empty places. we desire for every aspect of Show hope to demonstrate hope in its truest form.

as followers of Christ, the staff of Show hope are committed to living out their faith. hebrews 11:1 says, “now faith is the substance of things hoped for, the evidence of things not seen.” living a life of faith means evidencing or substantiating the hope we have. Faith is literally “hope shown.”

at our deepest roots, Show hope is about bringing the hope of Christ to all those around the world who have experienced the brokenness of the orphan.

“Pure and lasting worship in the sight of God means that we must care for orphans…” (James 1:27a)

tHe SHoW Hope BRANd:If our brand is our identity, and our identity needs to be consistently lived out, what are the fundamental aspects of our identity? These two concepts are the keys to our identity: “Show Hope” and “a movement to care for orphans.”

We believe in the power of YOU.

Show hope is not about any individual, staff, organization, or family. it is about a movement of individuals and communities together caring for orphans. There is no “us” vs. “them” in Show hope’s world. we are one. each person should hear, “You are Show hope.”

our desire is to connect god’s people directly to god’s work, which means we must disappear as the middlemen. donors do not give to Show hope so Show hope can do the work. Through their giving, donors are directly participating in this work.

we exist to empower each person to answer god’s call to care for orphans. Together we can accomplish far more than we could ever hope to accomplish on our own. This movement was started long before we got here, and our desire is simply to join god in his work of caring for waiting children.

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poSItIoNING StAteMeNt:Restoring the hope of a family to orphans in distress.

Every entity needs a clear way to communicate their purpose.

Show hope must clearly state who we are and what we do. in order to address any misunderstandings, this clear statement should be used as consistently as possible to boldly state the heart and purpose of Show hope.

Show hope was founded on the principle that orphans need families, and throughout its existence, Show hope has remained dedicated to finding ways to provide orphans with loving forever families.

Though we are often mistaken as an adoption agency or orphanage provider, we want to focus on what we are rather than on what we are not. This is what we are:

•JoiningGodinHisworkofrestoration(Revelation21:5) •Overflowingwithhopetothoseinneedofhope(Romans15:13) •ReflectingGod’shearttosetthelonelyinfamilies(Psalm68:6) •RespondingtoJames1:27byfocusingon“orphansindistress”

Through many different avenues and activities, everything we do fits under this banner and is directed toward this purpose: restoring the hope of a family to orphans in distress.

Hope. Restoration. Every identity carries with it certain associations that people catch through the many interactions they have. Either these will be intentionally cultivated or they will be accidentally communicated.

Show Hope desires to keep two main associations at the forefront of everything we do. Whenever we choose materials, fonts, design styles, words, people, or projects, we want these two concepts to be a natural and evident part of what we do.

BRANdASSocIAtIoNS:

Hope-Show hope must be true to its name. everything we do must communicate hope. we are not about guilt, shame, bitterness, or fear. even if other emotions or impressions play a part in a particular effort or communication, we must come back to hope.

This plays out in many ways: smiles on the faces of staff, positive language when asking for money, the acknowledgement of god’s presence even in the midst of despairing circumstances, and the use of colors such as the Show hope gold.

Restoration-hope means the most when seen in contrast to the hard realities we deal with every day. restoration is a key brand association because we do deal with hard realities, with the brokenness of the world and of the orphan. we do not want to whitewash reality; instead we want to focus on how god is at work restoring broken things.

Through the use of reclaimed wood, weathered design elements, stories that are true to the hard realities, care-full approaches to those we serve, and other such efforts, we want to demonstrate that Show hope is all about the work of restoration.

“A good name is more desirable than great riches; to be esteemed is better than silver or gold” (Proverbs 22:1).

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tHe dReAM:Every child receives the care they need and experiences God’s love as part of a family.

Orphans no more.

we want to work in such a way that we help make that a reality. Though it is not likely to happen in this life, each step we take in that direction will ensure we are giving each child the best we can offer and will mirror a heavenly reality to come.

as we work, we recognize the need for scalability, replicability, and sustainability, but we also believe that we must address the fundamental need of an orphaned child: the lack of a family. healthy family-based care is holistic in nature, and our work must be the same.

in addition, we believe that god instituted the family in order to share his love with humanity, and in our work we want to ensure each child receives the spiritual care that child needs as a reflection of god’s love.

each child’s needs are multifaceted, complex, and unique. we do not believe in a one-size-fits-all solution, and in everything we do we must listen to the child first, understand the context of that child’s situation, and respond accordingly. where we cannot provide family, we provide care in such a way that builds that child toward a forever family. whenever possible, we take steps to improve solutions step by step until we are able to fully restore the hope of a forever family to every child we can. we also work to equip those families and caregivers so each child can find wholeness and healing so they can enter healthy and loving relationships, living life as a child and not as an orphan.

oUR pURpoSe:Providing orphans in distress with loving families and life-giving care by mobilizing a movement of individuals and communities who reflect God’s love to children in need.

Our dream defines our purpose. What we want to see informs what we do. Thus, our focus is on providing both families and care to waiting children, and how we do it is by mobilizing and empowering people to act.

Breaking it down:

loving families: Family is more than just the presence of parents. a family that welcomes home a child through adoption may have great intentions, but unless that family is equipped and prepared, that child will not know a lifetime of love, so we must do the hard work of growing loving families around these children.

life-giving care: as we enter into hard situations, we cannot save every medically fragile life or completely resolve every child’s needs. however, the care we provide can give that child dignity, comfort, hope, love… life.

Mobilizing a movement: we must go beyond awareness to action. we believe this movement existed before we came on the scene, but we must

raise the standard, raise the banner of orphan care, and make people aware of how they can make a difference.

individuals and communities: we believe that each individual is capable of far more than they might believe or suspect. our focus is on individuals because we believe we are individually responsible for our actions, however we are also focused on communities because together we can do far more than anyone can do on their own.

reflect god’s love to children in need: There is a deep spiritual reality to which every person who has experienced the brokenness of the orphan can attest – god alone can truly restore broken things. in addition, there is a huge spectrum of involvement possible. Some people will graciously and obediently give what they can, while others will give up their whole lives through the miracle of adoption. each person has a part to play; no role is more or less significant than another. Together we can change the world for orphans.

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To individuals of all ages with a heart for children, Show Hope provides practical opportunities to restore the hope of a family to orphans in distress that best leverage both their influence and affluence.

tHe oppoRtUNItY:How would we answer the skeptic who asks, “What does your organization do for me?”

how we serve members of this movement matters. every organization needs a clear understanding of what their “secret recipe” is. what is it we will seek to do for those joining us that we will do the best of any organization in existence? why should people care about what we have to offer?

here is what we offer:• Weenableeachpersontoexperiencethejoyfoundinrespondingto god’s call to care for orphans.

• Weprovideeachpersontheopportunitytobeapartofamovementto care for orphans.

• Weradicallyserveeachpersonwelltoleveragetheirinfluenceand affluence for waiting children.

• Weconnecteachpersonwiththeblessingofrestoringthehopeofa family to orphans in distress.

Intergenerational Movement - Show hope is a grassroots, organic movement of tens of thousands of individuals, organizations, and communities working together to meet the most pressing needs of orphans around the world. we desire to be accessible to all ages – children, students, adults… the young and the old.

Creative Excellence - Show hope believes in doing all things with excellence while maintaining the creative spirit upon which we were founded. as pioneers in our space, we desire to continue to use compelling and artistic communication elements to lead the charge and engage the church to care for orphans.

Radical Service - Show hope is dedicated to going above and beyond to serve, whether we are serving children, donors, leadership, advocates, partners, or each other. From the very beginning we have been built on the foundation of servant leadership that goes to extremes to help, and we seek to continue that legacy.

Exceptional Stewardship - Show hope values our position as dependable, reliable stewards who always operate with the highest level of integrity. we desire to portray our credibility in all we do, honoring each donation as a gift to god on behalf of his precious children.

WHAt We cARe ABoUt:

Family-based Care - orphans need Families. whether it is through adoption or by facilitating a child’s support to reflect the care of a permanent family, Show hope exists so every child might know the love of god in the context of a family. in doing this, we address the underlying issue of an orphan and holistically transform lives.

A Kingdom Reality - ultimately, we believe this is about reflecting god’s Kingdom. Through our actions we show the love of god, and through our message we proclaim the truth of Jesus. we want to see orphans in loving, Christian families with a mother and a father whenever possible. however we desire to be accessible to both Christians and non-Christians, so we must be wise and loving with all of our language.

Unity in Partnership - Show hope values partnering with like-minded organizations, and we have a history of doing partnerships well. we don’t believe we have to re-invent the wheel, and we have seen that god is glorified when his people come together for his work. Together we can do far more than we could do on our own.

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oUR peRSoNAlItY:Everything we do should reflect these important characteristics:

1. Credible – trustworthiness is critical

2. Compelling – changing lives is what we do

3. Creative – everything we do can be beautiful

4. Personal – no hiding behind a faceless corporation

5. Fun & whimsical – life is too short not to enjoy

6. Informative – knowledge is power

7. Respectful – love is not rude

8. Hopeful – there is always hope

9. Consistent – truth must be heard many times to be fully grasped

10. Restorative – to give beauty for ashes

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lANGUAGe:What we say and how we say it matters. Our words must be full of grace and truth, bringing hope, healing, and life.

People-First - Show hope believes that a child’s dignity is of the utmost importance. we desire to use “people-first” language, which recognizes that a child is a person first, not primarily defined by their disability or condition (e.g. a child with special needs, not a special needs child), displaying images and stories in a way that reinforces the dignity of each child and mirrors what a mother would use to portray her child.

Child-Focused - our work is focused primarily on caring for children who have been orphaned, and our language should reflect that. Though we work with partners, fund grants that go to families, support advocates, and mobilize communities, the end goal in all of this is transforming the lives of children, so our language should retain a focus on that fundamental reality.

Graciously Invitational - our words should reflect a gentle, persistent, and loving tone that invites. we should not be manipulating, cajoling, bribing, or using guilt. as a nonprofit that raises money from donors, opportunities to experience the blessing of giving should be prominent and the need to give should be clearly articulated, but in a way that invites people to give cheerfully, not under compulsion.

Shared Ownership - we desire to clearly connect the donor with the blessing and impact of their donation. The focus of our language should be on what has been accomplished by the donor, champion, or caregiver, not on what Show hope has done. we are the “glue” that disappears when it connects god’s people to god’s work.

Global and Local Impact - Show hope impacts the lives of children all around the world as well as in the u.S. Because there is often a misperception that we only impact China or that we do not impact children or communities inside the u.S., we must intentionally highlight ways that together we are changing the world for orphans.

Accessible to Christians and Non-Christians - as a Christian nonprofit, Show hope is unabashedly faith-based. however, the blessing of transforming an orphan’s life should be available to all, regardless of religion or creed. orphan care and adoption provide an opportunity for one to experience the reality of god’s love, so we seek to be accessible to those that have different beliefs, avoiding “insider” language.

Accessible to Newcomers - Show hope also wants to broaden the movement to care for orphans, which means we must be accessible and sensitive to those who have not been “around” orphan care, adoption, and Show hope. This means we must avoid using acronyms without explanation, terms that are not commonly understood, or language that appears exclusive, intellectual, or academic.

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•ThetreecomesfromProverbs13:12-“Hopedeferredmakestheheartsick,but a longing fulfilled is a tree of life.”

•Adoptioncanbesymbolizedbyatree,buildingontheRomans11referenceof grafting branches onto a tree, playing off the “family tree” imagery.

• The ShowHope tree is organic, hand-drawn, and reflects the ideas oflife, growth, and vitality. it is a young tree, and the hope of all it will offer is symbolized in the life that is growing.

• The tree’s roots are prominently visible because roots are criticallyimportant to the life of the tree. putting down healthy roots is essential for any child, individual, family, community, or movement, and much of what brings life is unseen but supports what is seen, including prayer, diligence, sacrifice, and service.

•ThevisiblerootsalsosuggestthetruthofJeremiah17:7-8-“Butblessedisthe one who trusts in the lord, whose confidence is in him. They will be like a tree planted by the water that sends out its roots by the stream. it does not fear when heat comes; its leaves are always green. it has no worries in a year of drought and never fails to bear fruit.”

•Thetreeisframedinacircle,communicatingthewholenessandfullnessof hope, indicating a hedge of protection as well as prominently framing the tree as on display (i.e. showing hope).

oUR MARk:Show Hope’s logo contains our name, which is a call to action, as well as our tagline, “a movement to care for orphans.” Also included is our mark, the Show Hope tree. Why a tree?

•Reminiscentofarisingsunaswell,thecircleframesthetreeasifbylightto further evidence the active verb, “show,” that indicates light, movement, growth, and restoration with our mark.

• A circle appears both around the tree, and in the words “show” and“hope,” both to connect each element together and to further reinforce the completeness and fullness of restoration that hope brings as it is shown to the world.

•The lettersthemselvesbringanelementofhopeandrestorationtothemark by using a style that exemplifies restoration as a traditional letter type that may have seen some wear, but has been reclaimed and renewed, cleaned up, stacked and formed into a strong structure built on hope.

• Beneath that, undergirding it, is, “A movement to care for orphans.”it is god’s people, his holy dwelling, and in that sense, he himself is our foundation. oriented next to our roots, god through his people is the support structure or “roots” of the vital, growing life we see through this work.

•TheHOPEinShowHOPEiscapitalizedbecausetheGodofHOPEisoursource and provision. it is a badge of honor and a reminder to pray as we seek to serve through the ministry of Show hope.

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mARk pRESENTATioN 17

circle tree mark

tagline

loGo coNStRUctIoNThe Show hope logo is made up of three components: the circle tree mark, the Show hope logotype, and the tagline. These three components are always placed in a fixed relationship and should never be altered, modified, or reproduced in any way.

The Show Hope circle treeThis is to the left of the logotype and must include both the outside circle and the full tree.

The Show Hope logotypeThis is always to the right of the circle tree, not on it’s own.

The Show Hope taglineThis is always below the logotype and is required for most logo uses.

when reproducing the logo, use only the artwork supplied with these guidelines. The logo must appear clearly and in the approved colors (see logo colors, pages 19-21).

To ensure the consistency necessary to build a recognizable identity, it is critical thatthe Show hope logo appear only in the colors and formats approved in these guidelines.

Show hope logotype

clEAR SpAcE guiDEliNES 18

cleAR SpAceTo ensure its integrity and visibility, the Show hope logo should be kept clear of competing text, images, and graphics. it must be surrounded on all sides by an adequate clearspace as shown here.

a system for precise measurement is provided using the “e” in the Show hope logotype as the measurement unit. These are used only as a guide and should never be reproduced.

w = widthht = height

1ht

1ht

1ht

1w1w

1ht

1ht

1ht

1w1w

logo vARiATioNS 19

cHooSING tHe RIGHt loGoThe Show hope logo, colors, and mark are specifically designed to establish and further the brand identity.

The ideal logo to use is the full color logo with the tagline on a white field.

in some instances, a variation of the logo may need to be used.

For questions concerning the appropriate logo to use, please ask your Show hope contact.

a. prefererd logo includes the tagline and uses the Show hope blue color.

B. logo without the tagline is acceptable in some instances.

C. horizontal logo for spaces that only allow for this arrangement.

d. when the logo is placed on a photograph or a back-ground where the Show hope blue is hard to read, the logo may be reversed out in white.

e. The square logo is acceptable in some instances including social media needs.

F. in rare occasions, the logotype maybe be used with-out the circle tree. please get permission before using the logo this way.

AccEpTAblE logo vARiATioNS 20

USING tHe loGopRopeRlYConsistency is important in creating a clear, well-defined, and recognizable brand identity for Show hope. The following examples show acceptable logo uses.

when reproducing the logo, use only the artwork supplied within these guidelines without altering the logo. The logo must appear clearly and in the approved colors (see pg 18 for color guidelines).

For questions concerning the appropriate logo to use, please ask your Show hope contact.

a. For 1-color or CMYK printing jobs: logo is used with Show hope blue color on white.

B. Black and white printing: use the logo in black on a white background.

C. placing the logo over a colored background: The logo must be be placed over an approved Show hope color; when that’s not possible, the logo must be placed inside a white box.

d. placing the logo over a photo: Make sure that there is enough contrast between the background and the logo so that it is clearly defined.

e. using white: when using the logo on a dark background you may reverse out the logo and use it in white.

F. The circle tree may be used alone as an avatar or micrographic. The Show hope logo must appear somewhere on the piece when-ever the circle tree mark is used.

uNAccEpTAblE logo vARiATioNS 21

UNAcceptABle USeS oF tHe loGo

Join Us Saturday, August 12th.

don’t stretch the logo

don’t pinch the logo

don’t use different fonts

don’t use multiple colors

don’t place logo on a color background that is not a Show hope color and make sure it stands out against the background color

don’t use unapproved colors

don’t place logo over busy, high-contrast imagery where you can’t read the logo

don’t rearrange any part of the logo elements

don’t violate the clear space

The Show hope logo should always be seen clearly and dramatically, according to the guidelines on page 19 (acceptable logo variations). The logo is not to be altered or changed in any way.

when using the logo on or near imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.

For questions concerning the appropriate logo to use, please ask your Show hope contact.

coloRS 22

tHe coloR oF HopeThese are the colors associated with the Show hope logo and brand. They are key elements for establishing our brand identity and maintaining it. Blue is the primary color for our identity, supported by our green, yellow and light blue colors.

pantone colors should only be used for 1 or 2 color printing. otherwise, use the CMYK colors for printing. rgB colors are for web use.

SHoW HoPE bluEPANToNE 3035C 100/M 43/y 22/k 41

Blue: strong, spiritual, reliablePAnTOnE3035CMYK: C 100/M 43/Y 22/K 41rgB: r 0/g 80/B 111

gold: hope, energy, permanencepanTone 124CMYK: C 0/M 24/Y 100/K 6rgB: r 239/g 184/B 14

lighT Blue: refreshing, friendly, energizingpanTone 629CMYK: C 42/M 4/Y 19/K 0rgB: r 132/g 199/B 206

green: restoration, growth, harmonypanTone 362CMYK: C 66/M 3/Y 87/K 21RGB:R76/G151/B74

Brown: endurance, wholesomeness, dependabilitypanTone warM greY 11cmyk:c47/m50/y67/k18rgB: r 127/g 110/B 92

CreaM: calm, elegant, puritypanTone warM greY 1cmyk:c5/m4/y10/k0rgB: r 240/g 237/B 227

BlaCK: elegant, strong, deeppanTone proCeSS BlaCKcmyk:c75/m68/y67/k90(RicHBlAck)rgB: r 0/g 0/B0

TypEfAcES 23

to SpeAkHope tHRoUGH tYpeTo maintain consistency of presentation throughout Show hope’s printed and other visual communications, proper use of the approved fonts is important throughout our brand expressions.

Show hope’s primary font for body copy is azo Sans regular. Memphis extra bold is used for headlines and Memphis light is used for bridge copy and sub-headlines.

our third typeface, Cold Spaghetti, should be used minimally and should always be in characters no smaller than 12 point with 20 point leading.

the MoveMeNt of Hope

How Show Hope gives children a forever family

AZO SANS BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789AZO SANS BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789aZo SanS regular

aBCdeFghiJKlMnopQrSTuVwXYZabcdefghijklmnopqrstuvwxyz0123456789

MeMpHIS eXtRA Bold

ABcdeFGHIJklMNopQRStUvWXYZabcdefghijklmnopqrstuvwxyz0123456789MEMPHIS LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

COLD SPAGHETTI

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

pHoTogRApHy 24

USING IMAGeRYThe same high standards we use for our logo and typography apply to any photography used for branding.

using appropriate photography is essential to supporting the Show hope brand. our goals for photography includes focusing on the child, showing children with dignity, and ensuring that all imagery communicates hope and restoration.

Focus on the Child - Show hope’s work is focused on transforming the lives of waiting children, one at a time. photos of individual children should be prominently used throughout our work, enabling each of us to make a personal, one-on-one connection with those we are seeking to serve.

Hope and Restoration - photos should be chosen based on the way they communicate both hope and restoration. we should avoid photos that depict hopelessness as well as those that attempt to whitewash reality.

Dignity - all photos used should reflect the elemental dignity of each and every child. Before using a photo, ask yourself, “if this was my child, or if this photo was posted of me as a child, would i want this to be publicly used or available to others?”

Diversity - Show hope has helped transform the lives of thousands of children from 50+ countries,including the u.S., and our photos should reflect the diversity in age, race, special needs, and context of the children we have served and seek to serve.

Children vs. Families - as we put our focus on children, we also fight the misperception that we are an adoption agency. one of the reasons we lean on pictures of children alone more than children with families is that helps to differentiate our look from that of an adoption agency while highlighting the need of children who do not yet have families. Though photo choices should be weighted toward individual children, we should include family photos as well to complete the picture of what is being accomplished through this work.

Color vs. Black and White - as we seek to emphasize hope and restoration, we should more commonly use color photos when possible. however, black and white photos can convey emotion, bring contrast, and highlight needs in unique ways and should also be included in our pieces.

Imagery Guidelines