United Way Of America Brand Identity Guidelines with Brand Architecture
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Transcript of United Way Of America Brand Identity Guidelines with Brand Architecture
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what matters.
Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Introduction
1.0 Using the brand identity guidelines . . . .3
Brandmarkusage
2.1 Our new brandmark . . . . . . . . . . . . . . . . .5
2.2 Brandmark: Full-color . . . . . . . . . . . . . . . .6
2.3 Brandmark: One-color . . . . . . . . . . . . . . . .7
2.4 Brandmark: Background control . . . . . . .8
2.5 Brandmark: Special usage . . . . . . . . . . . .9
2.6 Brandmark: Minimum size . . . . . . . . . . .10
2.7 Brandmark: Unacceptable uses . . . . . . .11
2.8 Brandmarkplacement . . . . . . . . . . . . . . .12
2.9 Our new brandmarkwith tagline . . . . . .13
2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .142.11 Tagline: Flexible placement . . . . . . . . . . .15
2.12 Tagline: Color treatments . . . . . . . . . . . .16
2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17
2.14 Our new brandmark and localization . . .18
2.15 Localization: Vertical lockup . . . . . . . . . .19
2.16 Localization: Horizontal lockup . . . . . . .20
2.17 Localization: Flexible placement . . . . . .21
2.18 Localization: Serving multiple areas . . .22
2.19 Localization: Multiple affiliations . . . . . .23
2.20 Localization: Color treatments . . . . . . . .24
2.21 Localization: Examples . . . . . . . . . . . . . .25
2.22 Localization and tagline together . . . . .26
2.23 Localization and tagline:Unacceptable uses . . . . . . . . . . . . . . . . . .27
2.24 Keyto file naming . . . . . . . . . . . . . . . . . .28
2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29
Support elements
3.1 Color palette . . . . . . . . . . . . . . . . . . . . . .31
3.2 Impactgraphic . . . . . . . . . . . . . . . . . . . .32
3.3 Impactgraphic: Color . . . . . . . . . . . . . . .33
3.4 Typography . . . . . . . . . . . . . . . . . . . . . . .34
3.5 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .35
3.6 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . .36
3.7 Brandmark placement . . . . . . . . . . . . . . .37
Sample applications
4.1 Brand identity: System overview . . . . . .39
4.2 Brochures: Front and back covers . . . . .40
4.3 Brochures: Interior spreads . . . . . . . . . .41
4.4 Newsletters . . . . . . . . . . . . . . . . . . . . . .42
4.5 Report covers . . . . . . . . . . . . . . . . . . . . . .43
4.6 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .44
4.7 Print advertisements . . . . . . . . . . . . . . . .45
4.8 Website . . . . . . . . . . . . . . . . . . . . . . . . . .46
4.9 Exterior signage . . . . . . . . . . . . . . . . . . .47
4.10 Interior signage . . . . . . . . . . . . . . . . . . . .48
4.11 Video, animation and interactive . . . . . .49
Brand architecture
5.0 Whatis brand architecture? . . . . . . . . . . .51
Brand architecture visualization
6.1 Visual architecture: overview . . . . . . . . . .53
6.2 Level 1: United Way masterbrand only . .54
6.3 Level2A: United Wayaffinity group identity . . . . . . . . . . . . . . . .55
6.4 Examplesof Level 2A . . . . . . . . . . . . . . . .56
6.5 Level2B: United Wayproduct andevent identities . . . . . . . . . . . . . . . . . . . . .57
6.6 Level3: Partner dominant withUnited Wayendorsement . . . . . . . . . . . . .58
6.7 Localization of Level 3 . . . . . . . . . . . . . . .59
6.8 Level4: Legacy brandsandcollaborative identit ies . . . . . . . . . . . . . .60
6.9 Level 5: National/local partnershipsand co-sponsorships . . . . . . . . . . . . . . . .61
Appendices
7.1 AppendixA:2-1-1 logo guidelines . . . . . . . . . . . . . . . .63
7.8 Appendix B: United WaySuccess By6 logoguidelines . . . . . . . . .70
ContentsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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1.0 IntroductionUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Using the brand identityguidelines
The United Way brand identity is the tangible expression of all that we stand for.It embodies what we do, how we do it and why we are a beacon of trust andsupport throughout the communities we serve. In a very real way, members of ourcommunities, our partners, and our investors experience the United Waybrand through our deeds, as well as through the verbal and visual messageswe send.
A carefully managed and well-implemented brand identity program will helpcarry our brand message to the world. These guidelines are provided toensure the correct and consistent use of the brand identity system. Alongwith the brandmark, typography, color palette and other visual elements,specific directions are included to help you manage your visualcommunication materials. By accurately implementing this brand identitysystem, you protect the equity of the United Way brand and better support its
repositioning.
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Brandmark usage
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Our new brandmark The most fundamental visual element of a brandidentity is its brandmark. The new United Way
brandmarksignals a change for a new approach
to the future while preserving the heritage of
our past.
The evolution of our brandmarkis most dramatic
in its new configuration. The symbol is now
joined together with the United Way name in
a permanent, bold alliance. Its holding device
is a simple rectangular shape that is unifying
and inviolable.
The original componentsof our traditional
brandmarkthe rainbow of hope, the hand
of support and the person as a symbol of
humanityhave been maintained because
they are still effective in communicating
important United Way brand characteristicscaring, inspiring, trustworthy and approachable.
The changes to these key elements are intended
to expressnew brand characteristicsinnovative,
dynamic and results orientedcharacteristics
that we need to help us achieve our community
impact mission.
2.1 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Brandmark
Customizedletterforms
Helping handsymbol
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Brandmark:Full-color
The full-color version of the United Way brandmark
is the primary brandmark of the identity system.It is stronglyrecommended that thisversion be
used in branded applications whenever possible.
Pantone, CMYK and RGB reproduction files of the
full-color brandmark are available for specific
application requirements. See the artwork finder
on page 2.25 for complete specificationsand files.
Note:
As one ofour most important assets, the
brandmark mustalwaysappear as shown on
this page or in one of the color variations
described in these guidelines. Never attempt
to redraw or rescale the brandmark or addother graphic elements to its presentation.
Do not extract any of the graphic elements
contained in the brandmark to use separately.
We mustuse a trademark symbol (TM)with
the brandmark to ensure our legal rights are
protected. Always display the trademark
symbol (TM) in the position indicated.
2.2 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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The preferred brandmark is full-color.
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Brandmark:One-color
When reproduction constraints prevent the use
of the primary full-color United Way brandmark,use one of the alternative one-color versions.
See the artwork finder on page 2.25 for complete
specifications and files.
One-color blue brandmark
The one-color blue brandmark is to be used
when United Way Blue isthe only available
color selection. See the United Way color
palette on page 3.1 for complete specifications.
One-color black brandmark
The one-color black brandmarkis to be used
when black is the only available color selection.
Note:
These brandmarks should never appear
on a website, four-color brochure or any
other application where a full-color brandmark
is useable.
The one-color brandmarks may not be reproduced
in any color other than United WayBlue and black.
2.3 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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One-color blue brandmark
One-color black brandmark
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Brandmark:Background control
Background colorsand graphics can easily
overpower or compete with brandmarks.A white outline has been built into the artwork
to maintain separation between the United Way
brandmarkand the backgrounds where it will
appear. This outline will not appear when
the brandmark is staged on a white background.
2.4 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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The white outline helps the brandmark stand out from any kind of background.
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Brandmark:Special usage
The special usage United Way brandmarks are
used when printing on colored surfaces, orscreening of inksis not possible. This mayoccur
when reproducing on plastic, glass, metal,
fabric or other materials used for merchandise
or signage. For printed materials, these
brandmarks may only be used when the method
of reproduction is faxing and photocopying
or the surface of the paper isa color other
than white. For example, this may occur when
printing a black & white laser print on blue
paper. When printing on white paper, the
full-color or one-color brandmarks should be
used atall times. See the artwork finder on
page 2.25 for complete specifications and files.
Note:
These brandmarks should never appear on a
website, four-color brochure, one-color brochure
or any other application where a full-color or
one-color brandmark is useable.
The special usage brandmarks maynot be
reproduced in any color other than United Way
Blue, blackand white.
2.5 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Blue special usage brandmark
Black special usage brandmark
White special usage brandmark
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Brandmark:Minimum size
To ensure the integrity of the United Way
brandmark, do not reduce its width to less than.75 inches for printor special usage, and 90
pixels or 1.25 inches for screen applications.
Other reproduction methods may require
the minimum size to be greater than the sizes
identified here.
2.6 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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90 pixels or1.25" wide
.75" wide
Screen Print
.75" wide
Special usage
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Brandmark:Unacceptable uses
The consistent and correct application of
the United Way brandmarkis essential.Always follow the standards presented in
these guidelines. The examples on this page
illustrate some of the unacceptable usesof
the United Way brandmark.
Note:
Never attemptto redraw or rescale the
elementsof the brandmarkor add
other graphic elements to its
presentation. Do not extract any of the
graphic elements contained in thebrandmark to use separately. See
exceptions for video, animation and
interactive on page 4.11.
2.7 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name
Never put other words or phrasesinside the brandmark
Never tilt the brandmark Never distort the shape of thebrandmark
Never alter the shape of thebrandmark in any way
Never add elements insidethe brandmark
Never add elements over the brandmark Never add a local nameinside the brandmark
Never rearrange the elements of thebrandmark
Never reverse the brandmarkto white
Day of
Caring
of Anytown
Never extractthe wordsUnited Way from the brandmark
Never extract any of the graphicelements contained in the brandmark
to use separately
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2.8 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Brandmark placement
Correct placement of the brandmark will
help ensure the integrity of United Way
communications. The brandmark should always
be placed at a distance of a half of the symbol
square from the rightedge of any printor
on-screen application. This applies to all
versions of the brandmark, with or without the
tagline and local identifier. While the brandmark
will not necessarily align with the grid, its
placement on the right and correctly measured
spacing from the edge relative to the brandmark
will ensure a consistent presentation.
Symbolsquare
1/2 Square
Right edge of application
what matters.
United Way of Cleveland County
Th e U ni te d Way Syste m Pro gr ams & Se rv ice s H ow to Gi ve Me di a Ce nte r Con ta ct Us J ob Opp or tun it ie s
Find a United Way Impact Matters Get Involved POV
postalcode
GO
Volunteer Now
Give NowProgramsInitiativesUnited Way InternationalUnited Way of Canada
About United WayMy Profile
postalcode
GO
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what matters.
Our new brandmarkwith tagline
Our tagline is our primary marketing message.
All communications and creative materialsare rooted in the what matters concept.
The tagline should be used on all marketing
communications, including print collateral,
advertising and websites.
The tagline can be placed in two ways: with a
fixed lock-up and flexible placement relative to
the brandmark. The tagline always appears in all
lower case, Meta BookRoman typeface, followed
by a period and registered trademark symbol ().
See color, placement and size specifications on
the following pages. Refer to the artwork finder
on page 2.25 for complete specifications and
files.
Note:
As one of our mostimportant assets, the tagline
mustalways appear as shown on this page or
in one of the color variations described in these
guidelines. Never attempt to redraw or rescale
the tagline in relationship to the brandmark oradd other graphic elements to its presentation.
We mustuse a trademark symbol (TM)with the
tagline to ensure our legal rights are protected.
Always display the trademark symbol (TM) in the
position indicated.
2.9 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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what matters.Lower case Trademark symbol
Meta Book Period
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Tagline:Lockup treatment
When the tagline is locked up with the brandmark
it appearsin a fixed position underneath thebrandmark. The size relationship and position
have been determined for optimal communication
of both the United Way brandmarkand the
tagline. The brandmarkmust appear with a
trademark symbol (TM); the tagline must appear
with a registered trademark symbol ().
2.10 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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what matters.
what matters.
1U
3/4 U
3/4 U
what matters.
The tagline is placed in a fixed positionrelative to the brandmark.
When placed on a colored background,the tagline letters reverse to white.
Specifications for tagline lockup
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Tagline:Flexible placementtreatment
You may choose not to lockup the tagline with
the brandmark. However, in order to protect
the integrity of the brandmark and tagline, you
must place both on the same page in the size
proportions indicated.
The brandmarkis placed at a distance of a half
of the symbol square from the right edge of
the application and the tagline is placed at the
same distance from the left edge. You may place
both elements anywhere along their edge as
long as you maintain the distance and the sizerelationship prescribed. However, it is preferred
that the brandmark and tagline appear in close
proximity, especially when there is a large body
of copy on the same page. Greater flexibility
of placement is allowed when there is little or
no bodycopy on the page.
2.11 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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1U
1U
1/2
Square
1/2Square
what matters.
Symbol
square
Maintain a fixed size relationship between the tagline andbrandmarkwhen using them in the flexible placementtreatment.
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what matters.
what matters.
what matters.
what matters.
what matters.
what matters.
what matters.
what matters.
what matters.
Tagline:Color treatments
The tagline may appear with the full-color
brandmark, as well as the one-color and specialusage brandmarks. The color of the brandmark
dictates the color ofthe tagline. The color
specifications on this page apply to both the
tagline lockup and the flexible placement
treatments. See the color palette on page 3.1
for complete color specifications.
Tagline color with full-color and one-color
blue brandmarks
When using the full-color or one-color blue
brandmarkon a light background, the tagline
should appear in United Way Blue.
When used over a dark background, the tagline
should reverse to white.
Tagline color with one-color black brandmark
When using the one-color black brandmark
on a light background, the tagline should
appear in black.
When used over a dark background, the tagline
should reverse to white.
Tagline color with special usage brandmarks
When using special usage brandmarks, the
tagline should always appear in the same color
as the brandmark.
Note:
Never use the tagline over a complicated part
of an image or a color that hinders its legibility.
2.12 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Color for tagline lockup and flexible placement treatments
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Tagline:Examples
The consistent and correct application of the
United Waytagline is essential. The exampleson this page illustrate some of its acceptable
uses in both the flexible placement and the
lockup treatments.
2.13 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
17
what matters.
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what matters.
Flexible placement treatment of tagline with full-color brandmark Tagline lockup treatment with one-color blue brandmark
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Our new brandmarkand localization
With our focus on communityimpact, it is
important that we localize our communications.The brandmark and local identifier should
be used on all marketing communications,
including print collateral, advertising and
website. Localization can be accomplished
in three ways: with two fixed lock-ups and a
flexible placement treatment. Regardless of
its placement, the local identifier always
appears in first upper case and then all lower
case Meta Bold. See color, placement and
size specifications on the following pages.
Note:
The brandmark with local identifier must
always appear as shown in one of the variations
illustrated in these guidelines. Never attempt
to redraw or rescale the local identifier in
relationship to the brandmark or add othergraphic elements to its presentation.
2.14 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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United Way of Anytown
Anytown United Way
FirFirsstt upupper and then loper and then lowwer cer c seseFirst upper and then lower case
MMetet BoBollddMeta Bold
nited Way of AnytownUnited Way of Anytown
Anytown United WayAnytown United Way
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Localization:Vertical lockuptreatment
When the local identifier is locked up with
the brandmark, it appears in a fixed position
underneath the brandmark holding shape.
The vertical lockup is better suited for vertical
formats such as flyers and brochures. The
size relationship and position have been
determined for optimal communication of
both the United Way brand and location.
Note:
The size of the local identifier should never
be made larger than specified.
2.15 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
United Way of Grant, Hardy & Pendleton County
United Way of Grant, Hardy & Pendleton County
Foothills United Way Foothills United Way
The local identifier is placed in a fixed positionrelative to the brandmarkholding shape.
Specificationsfor verticallocalidentifier lockup. The local identifier can extend to maximum three lines. The local identifier may be decreased in size to fit in the designatedarea when itextends beyond the width of the brandmark by onlytwoor three letters.
When placed on a colored background, the white backgroundcontrol line expandsto provide an area to hold the local identifier.
United Way of Metropolitan Dallas
1U
1/2 U1/4 U
1/2 U
1/2 U
white box
white boxwhite box
United Way of Summit, New Providence
& Berkeley Heights
1U
1/2 U1/4 U
1/2 U
1/2 U
Foothills United Way
1U
1/2 U1/2 U
1/2 U
location name does notgo beyond this area
location name does notgo beyond this area
location name does notgo beyond this area
19
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Localization:Horizontal lockuptreatment
When the local identifier is locked up with thebrandmark, it appearsin a fixed position on the
left-hand side of the brandmark holding shape.
The horizontallockup is better suited for horizontal
formats such as web pages and banners.
The size relationship and position have been
determined for optimalcommunication of both
the United Way brand and the local identifier.
2.16 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Foothills United Way Foothills United Way
white box
FoothillsUnited Way
UU
U
UU
white box
United Way of Summit,New Providence & Berkeley Heights
UU
U UU
The local identifier is placed in a fixed positionrelative to the brandmarkholding shape.
Specifications for horizontal local identifier lockup. The local identifier should always be on two lines.
When placed on a colored background, the white background control lineexpands to provide an area to hold the localidentifier.
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Localization:Flexible placementtreatment
You may choose not to lockup the local identifierwith the brandmark. However, in order to
protect the integrity of the brandmark and local
identifier you must place both on the same
page in the proportions indicated.
The brandmarkis placed at a distance of a half
of the symbol square from the right edge of
the application; and the local identifier is placed
at the same distance from the left edge. You may
place both elements anywhere along the edge
as long as you maintain the distance and thesize relationship prescribed.
2.17 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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United Way of Johnson County
1/2 Square
1/2 Square
X
X
X
X
Symbolsquare
Maintain a fixed size relationship between the local identifier and brandmarkwhen using them in the flexible placement treatment.
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Localization:Serving multiple areas
Some local United Way organizations serve
multiple areas. These areas should not beincluded in the horizontal or vertical lockups.
If they must be used with the brandmark, they
can be used in the flexible placement treatment
of the localidentifier. They can also be treated
as text within the application.
2.18 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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United Way of Central Carolinas
United Way of Central Carolinas
United Way of Central Carolinas
oror
United Way of Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman and Union Counties
United Wayof Central Carolinasserving CabarrusMecklenburgMooresville-Lake NormanUnion Counties
United Wayof Central Carolinasserving Cabarrus, Mecklenburg,
Mooresville-Lake Norman,and Union Counties
1UUnited Way of Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman and Union Counties
1U1/2 X3/4 X
Me ta BookItal ic Upper and lower case
It is preferred to communicate service areas in text but not with the brandmark.
Specifications for flexible placement treatment of the local identifier
When using the flexible placement treatment, it is acceptable to use serviceareas as shown here.
Never lockup service areas to the brandmark.
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2.19 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Localization:Multiple affiliations
Some local United Way organizations are
affiliated other local United Ways. Theseaffiliations should not be included in the
horizontal or vertical lockups.
If they must be used with the brandmark, they
can be used in the flexible placement treatment
of the localidentifier. They can also be treated
as text within the application.
Multiple affiliations should always be phrased
as, affilliated with.
United Way of Metropolitan Dallasaffiliated with United Ways of Collin County,Greater Lewisville and Rockwall
United Wayof Metropolitan Dallasaffiliated withUnited Ways ofCollin County,Greater Lewisvilleand Rockwall
United Wayof Metropolitan Dallasaffiliated with United Ways ofCollin County, Greater Lewisvilleand Rockwall
1UUnited Way of Metropolitan Dallasaffiliated with United Ways of Collin County,Greater Lewisville and Rockwall
1U1/2 X3/4 X
Me ta BookItal ic Upper and lower cas e
Specifications for flexible placement treatment of the local identifier
When using the flexible placement treatment, it is acceptable to use affiliationsas shown here.
Never lockup service areas to the brandmark.
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Localization:Color treatments
The local identifier may appear with the
full-color brandmark, as well as the one-colorand special-usage brandmarks. The color of
the brandmarkdictates the color of the local
identifier. The color specifications on this page
apply to both the tagline lockup and the flexible
placement treatments. See the color palette
on page 3.1 for complete color specifications.
Local identifier with full color and one-color
blue brandmarks
When using the horizontal or vertical lockup
treatmentwith a full-color or one-color blue
brandmark, the local identifier should always
be United Way Blue. The white backgroundcontrol box will separate it from the background.
When using the flexible placement treatment
of the full-color or one-color blue brandmark on
a light background, the local identifier should
appear in United Way Blue.
When using the flexible placement of the full-color
or one-color blue brandmark on dark background,
the local identifier reverses to white.
Local identifier with one-color blackbrandmark
When using the horizontal or vertical lockup
treatment with a one-color black brandmark,
the local identifier should always be black.
The white background control box will separate
it from the background.
When using the flexible placement treatment
of the one-color black brandmark on a light
background, the local identifier should appear
in black.
When using the flexible placement of the one-color
blackbrandmark on a dark background, the local
identifier reverses to white.
Local identifier with special usage brandmarks
When using special usage brandmarks, the local
identifier should alwaysappear in the same color
as the brandmark.
Note:
Never use the local identifier over a complicated
partof an image or a color that hinders its legibility.
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United Way of Anytown
United Way of Anytown United Way of Anytown
United Way of Anytown United Way of Anytown United Way of Anytown United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown
United Way of Anytown United Way of Anytown
Color for local identifier horizontal and vertical lockup treatment
Color for local identifier flexible placement treatment
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Localization:Examples
The consistent and correct application of the
local identifier is essential. The examplesonthis page illustrate some of the acceptable uses
of both the flexible placement and the lockup
treatments of the local identifier.
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Greater Mankato Area United Way
United Way of Curry County
United Way of Anderson County
Local identifier vertical lockup treatmentwith one-color black brandmark
Local identifier horizontal lockuptreatment with full-color brandmark
Flexible placement treatment of localidentifier with one-color blue brandmark
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Localization & taglinetogether
When using both the local identifier and tagline
on the same application, one of them must be
treated as a lockup, while the other should
follow the flexible placement treatmentrules.
Note:
Never lock up both the tagline and the local
identifier to the brandmark.
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26
AnytownUnited Way
Anytown United Way AnytownUnited Way
what matters.
what matters.
or or
what matters.
Choose whether to lock up the brandmark with the tagline or the local identifier.
Montgomery AreaUnited Way
what matters.
Montgomery AreaUnited Way what matters.
Localidentifier vertical lockup with a flexible placementtreatmentofthe tagline Tagline lockup with a flexible placementtreatmentofthe local identifier
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Tagline and localization:Unacceptable uses
The consistent and correct application of the
tagline and the local identifier is essential.
Always follow the standards presented in these
guidelines. The exampleson this page illustrate
some of the unacceptable uses of the United Way
brandmarkwith the tagline and the local identifier.
Note:
Never attempt to redraw or rescale the
elements of the brandmarkwith the tagline
or the local identifier or add other graphic
elements in its presentation.
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27
what matters.
Anytown United Way
what matters.
Anytown United Waywhat matters.
Anytown United Way
Knowing what matters. we are theUnited Way of Anytown
Never change the typeface, color or size relationshipof the tagline or local identifier
Never combine the lockups of the tagline and local identifier
Never change the lockup placement or alignmentof the tagline or local identifier
Never add words or change the phrasing of the taglineor local identifier
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Key to file naming
Many custom artwork files have been developed
for the United Way brandmark. These files follow
a specific naming convention so you may quickly
understand the contents of each file and locatethem easily. Each part of the file name is an
abbreviated form of information about the file.
All file names consistof lowercase letters and
use underscores to separate information.
2.24 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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uw _ _ .3s ful eps
Company
uwUnited Way
Color
4p4-color process(CMYK)
4s
4-color spot
3s
3-color spot
rgb
on-screen applications
bblue
kblack
wwhite
Version
fulfull-color
one
one-color
spe
special-usage
Format suffix
epsHi-resolution vectorartwork created inAdobe Illustrator
Use these .epsfiles tocreate other formats
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Artwork finder Reproduction art for the United Way brandmarkand the brandmarkwith tagline lockup is
available for both Mac and PC in eps format.
The files are available on the United Way Brand
Identity Guidelines CD or may be obtained by
contacting: [email protected]
Use thefile name next to each brandmark
variation to properly identify the file you need.
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Three-color spot
Pantone 287c, Pantone 179cand Pantone 143c
File Name: uw_3s_ful.eps
Four-color spot
PMS287c, PMS659c, PMS 179c, PMS 143c
File Name: uw_4s_ful.eps
Special usage blue
Pantone 287c
File Name: uw_b_spe.eps
One-color black
Black 100%
File Name: uw_k_one.eps
Special usage black
Black 100%
File Name: uw_k_spe.eps
Special usage white
C:0, M:0, Y:0, B:0
File Name: uw_w_spe.eps
Four-color processRefer to United Way color palette for color specifications
File Name: uw_4p_ful.eps
RGB
Refer to United Way color palette for color specifications
File Name: uw_rgb_ful.eps
One-color blue
Pantone 287c
File Name: uw_b_one.eps
Use this brandmark file when four-color process printing will be used to reproduce your document.
Any document containing full-color photographs will be printed in four-color process printing.
This file should be used when four spot colors will be printed. Examples of items that would typically
be printed in spot color are silk-screened items such as T-shirts, tote bags and some signage. Thisfile
might also be useful for items printed on a digital press.
The three-color file provides full color while printing only in three inks by deriving the lighter blue from
the darkblue ink. Use this where you will only be printing in the three colors.
Use this file for all PowerPoint and Web-based applications. DO NOT USE other four-color filesfor those
purposes or use the RGB file for printing.
This logo is to be used when United Way Blue (PMS 287) is the onlyavailable color selection.
Use the Blue special usage brandmarkwhen the screening of inks is not possible, such as when
reproducing on plastic, glass, metal, fabric or other materials.
This brandmarkis to be used when black is the only available color selection.
Use the Black special usage brandmarkwhen the method of reproduction is faxing and photocopying
or the surface of the paper is a color other than white. This brandmark may also be used when
reproducing on plastic, glass, metal, fabric or other materials.
Use the White special usage brandmark when reproducing on plastic, glass, metal, fabric or other
materialson a dark background.
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Support elements
30
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Color palette
It is important thatUnited Waylocal member
organizations maintain a consistent appearance
of the brandmark and all visual communications
across various media types and materials.Using colors consistently in all communications
will strengthen brand recognition, create impact
and differentiate our programs.
The United Way color palette is comprised
of colors used in the United Waybrandmark.
In addition, two grays, blackand white are
included for added flexibility and one-color
scenarios. On thispage you will find specifications
for reproducing the United Way colors in a
variety of ways.
Note:
The colorsshown on this page and throughout
this manual have not been evaluated by Pantone,
Inc. for accuracy and may not match the
PANTONE Color Standards. For accurate PANTONE
Color Standards, refer to the current edition.
3.1 Support elementsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Pantone 287
C:100 M:74 Y:0 K:0
R:16 G:22 B:127
United Way
Blue
Pantone 287Cat 52%or Pantone 659
C:55 M:40 Y:0 K:0
R:124 G:129 B:184
United Way
Light Blue
Pantone 179
C:0 M:85Y:89 K:0
R:254 G:35 B:10
United Way
Red
Pantone 143
C:0 M:34 Y:86 K:0
R:255 G:150 B:0
Pantone CoolGray 11
C:0 M:0 Y:0 K:80
R:54 G:54 B:54
United Way
DarkGray
Pantone CoolGray 4
C:0 M:0 Y:8 K:27or C:0 M:0 Y:0 K:27
R:186 G:186 B:186
United Way
Light Gray
Black
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
Black
White
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
White
United Way
Gold
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Impact graphic
The United Wayimpact graphic is a motif that
helps create a distinct and consistentvisual
presence acrossour print and digital applications.
The impactgraphic should appear once on allcovers and website home pages, except when
using fullbleed images or full bleed United Way
color. The impact graphic may also appear on
interior pagesalthough this is not a requirement.
The impact graphic extendsfrom the left to
the right edge of the application and can be
stretched vertically as long asit remainsin the
same proportions. While the motif can extend to
a fullbleed, the minimum height is .625 inches.
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X
1/4 X
1/4 X
100% of color
25% of color
50% of color
The impact graphic can be stretched verticallyas longas in proportion.
The impactgraphic can move from top to bottom as longasit is notcropped.
The only alternative to using the impact graphic on coversis using a full bleed image or full bleed United Way color.
These are the exact size and color proportions of the impact graphic and must be used atall times.
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Impact graphic:Color
The colors used for the United Way impactgraphic
are limited to five colors from the United Way
color palette. These colors, United Way Blue,
United WayRed, United Way Gold, United Way
DarkGray and United Way LightGray, have
been selected for maximum impact. See
the United Way color palette on page 3.1 for
complete specifications.
The color proportions of 25%, 100%, and 50%,
respectively must never change regardless of
which of the five colors is used. The impact
graphic maybe given transparency as long as
the color palette and color proportions are
maintained.
Note:
Never use United Way Light Blue, black, white or
any colors not in the United Way color palette for
the impact graphic.
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United Way
Blue
United Way
Red
United WayDarkGray United WayLight Gray
United Way
Gold
These are the only five color options for the impact graphic.
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Typography
Three standardized typefaces have been chosen
for the United Way brand identity. They are to be
used in all printed and online communications.
Each of the fonts wasselected for its visualcompatibility with the United Way brandmark
and for its ability to convey a personality that is
consistent with our brand. Only use the weights
and styles shown on this page.
Meta typeface
The primarytypeface in the United Way brand
identity system is Meta. Meta is a simple and
clean typeface that conveys a humanistic and
caring, yetprofessional tone. Use Meta in all
headlines and subheads in printed and online
applications. Meta may also be used for text.
Arial typeface
Arial is an acceptable substitute for Meta
onlywhen Meta is unavailable. Arial can also
be used in correspondence, in word-processed
documents, for text in publications, for
PowerPoint presentations and for narrative
text on websites.
Times New Roman typeface
Times New Roman is a classic serif fontthat may
be used in correspondence, in word-processed
documents or for text in publications, but should
not be used in headlinesor subheads.
3.4 Support elementsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Meta Book RomanMeta Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Meta BoldMeta Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890
Arial Regular
Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Arial Bold
Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Times New Roman Regular
Times New Roman Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Times New Roman Bold
Times New Roman Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
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Imagery
A carefullymanaged approach to selecting
photography will help position the United Way
brand and create a distinctive and lasting
impression. There are two general photographic
categories for image selection, communities
and portraits. Using images from these categories
can help support textmessages. It is important
to selectimagerythat is dynamic, uplifting,
caring and optimistic.
Communities
United Way community photos show the
interaction and contributions of people in their
communities. Showing families in their homes,
people in their business environments and
friendshaving fun reinforces the benefits derived
from United Way initiatives and programs.
Dramatic perspective and interesting cropping
help give images an inspired feeling.
Portraits
United Way portraits capture the personality of
the individual by featuring the persons face
when dramatically lit or tightly cropped. This
enables the viewer to establish an intimate,
engaging connection with the subject. The
background should not overpower or compete
with the portrait.
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Monotones can be made with any color in the United Way color palette.
Portraits
Communities
Duotones can be made with black and any color in the United Way color palette; no other color combinations are permitted.
The main photographs in any communication
should include people. This approach is in
line with our evolution from a fundraiser to a
communityimpact organization. It is important
to show diversity in age, ethnic background,
profession and personal interests.
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Grids
When developing layoutsfor print applications,
follow the grid proportions shown below.
These grids will help you place copy and imagery
in a consistent manner. All grids should have a.5 margin on all sides and .2 gutters.
Other formats may require the alteration
of existing grids or creation of new grids.
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36
The 2column grid is used to create itemssuch as 4x9 rack cards and brochures.
The 5column grid is used to create items such as8.5x11 brochures and newsletters.
The 6column grid is used to create items thatare 9x12 or larger such as folders and posters.
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Brandmark placement
Correct placement of the brandmark will
help ensure the integrity of United Way
communications. The brandmark should always
be placed at a distance of a half of the symbolsquare from the rightedge of any printor
on-screen application. This applies to all
versions of the brandmark, with or without the
tagline and local identifier. While the brandmark
will not necessarily align with the grid, its
placement on the right and correctly measured
spacing from the edge relative to the brandmark
will ensure a consistent presentation.
3.7 Support elementsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
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Symbolsquare
1/2 Square
Right edge of application
what matters. United Wayof Fox Cities
The brandmark distance from the right edge is consistent with or without tagline and local identifier.
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Sample applications
38
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Brand identity:System overview
The brand identity elements reviewed in Section
Two and Three inform our approach to
application development. We can thinkof the
elementsof the identity system as our building
blocksfor all communication materials. By
following the guidelines on previous pages, we
can meet the brand objectives that are defined
by our positioning, mission and vision and still
maintain the flexibilityto develop uniquely
creative and impactful designs.
4.1 Sample applicationsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
39
United Way of Anytown
Anytown United Way
Meta BookRoman
Meta BookItalic
Meta Bold RomanMeta Bold Italic
Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
Times New Roman Bold Italic
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
what matters.
United Way
Symbolsquare
1/2Square
d d d d l
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Brochure:Front and back covers
Brochures are effective communication vehicles
used to convey information about our programs
in a compelling and engaging way.
4.2 Sample applicationsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
40
Dolor in reprehen in voluptate velit essemolestaie consequat:
At vero eos et accusam et iusto
Vel illum 2005
what matters.
Heart of AmericaUnited Way
United Wayof Newton
Atvero accusam etiustoodogio dignissum qui blandit
2004Dolor in reprehen in voluptate velitesse
molestaie consequat:
Atveroeos etaccusam etiusto
UnitedWayofMetropolitan Dallas
whatmatters.
whatmatters.
HeartofAmericaUnited Way
UnitedWayofMetropolitan Dallas
Lorem ipsum dolor sitametconsectetur adipiscingelit, sed diam
nonumyeiusmod tempor inciduntutlaoreetdolore magna liquam erat
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labore etdoloremagnaaliquam eratvolupatUteinim ad
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suscipitlaborisnisiutaliquip exea commodo consequet.
Full-color brochure cover
The impactgraphic mayonlybe one of five colors specifiedon page 3.3.
With the flexible placementtreatment for the localidentifier,placeit ata half ofthe brandmark symbolsquarefrom the leftedge.
When the tagline islocked upwith the brandmark, it appearsin a fixed position underneaththe brandmark.
Back covers
Brochure cover design alternatives
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Brochure:Interior spreads
Based on United Way grids, interior spreads
afford enough flexibility to suit different styles
of communications.
4.3 Sample applicationsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
41
At vero consequat,
Lorem ipsum dolor sitametconsectetur adipiscingelit, sed
diam nonumyeiusmod tempor inciduntutlaore etdolore
magna liquam eratvolupatUtenim ad minim veniam,quis
nostrud esxercitation ullamcorpor suscipitlaborisnisi ut
aliquip exea commodo consequat.Duisautem vel eum est
irure dolor in reprehenderitvolumptate velitesse mosetaie
consequat,vel illum dolore eu fugiatnulla pariatur.
Atvero eosetaccusam etius to odogiodignissum qui blandit
paesentluptatum delenitaigue duosdolor etqui mosestias
excepteur sintoccaecatcupidata non provident,simil tempor
suntin culpa qui officia deseruntmollitanim id estlaborum
etdolor fuga Etharumd dereud facilisester expeditdistinct.
Nam liber tempor cum etconscientto factor tum poen legum
odioque civiuda.Ettamen in busdam neque pecun modutest
neque nonor etimper ned libidinggen epular et soluta nobis
eligentoptio congue nihilestimpeditdoming id quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit, lospotius inflammad utcoercend magistet
dodecendensse videantur.
Atveroeos etaccusametiusto odogiodignissumqui blanditestpaesent
luptatumdelenitaigueduosdolor etmolestiasexcepteursint.Nam liver
temporcumsolutanobiseligent optioestconguenihil impedit.
Culpaqui officiadeseruntmollitanimid estlaborumetdolor fugaEtharumd
dereudfaciliseste rexpeditdistinct.Nam libertemporcum etconscientto
factortumpoenlegum odioqueciviuda.Ettamen inbusdamneque pecun
modutestneque nonoretimper nedlibidinggen epularetsolutanobis
eligentoptioconguenihil estimpeditdomingid quodmaximreliguard
cupiditat,qwuasnullapraidom umdant.Improbparyminuit,los potius
inflammadutcoercendmagistetdodecendensse videantur.Etinvitatigitur
veraratiobene sanosasiustitiam,aequitatedfidem.Neque Loremipsum
dolorsitamet,consecteturadipiscingelit, seddiamnonumyeiusmod
temporinciduntutlaboree tdoloremagnaaliquamerat volupatUteinimad
minimveniam,quisnostrudexercitationullamcorporsuscipitlaborisnisi ut
aliquipexea commodoconsequet.
Duisautemestvel eumiruredolor inreprehenderitin voluptatevelitesse
molestaieconsequat,velillumdolore eufugiatnullapariatur.At veroeoset
accusametiustoodogiodignissumqui blanditestpaesent luptatumdelenit
aigueduosdoloret molestiasexcepteursintoccaecatcupidatatnon
provident,similtemporsuntin culpaqui officiadeseruntmollitanimid est
Lorem ipsum dolor sitametconsectetur adipiscing elit,sed
diam nonumyeiusmod tempor inciduntutlaore etdolore
magna liquam eratvolupatUtenim consequat,velillum
dolore eu fugiatnulla pariatur.
Arisnisiutaliquip exea commodoconsequat.Duisautem vel
eum estirure dolor i n reprehenderitvolumptate velitesse
mosetaie consequat,velillum dolore eu fugiatnulla pariatur.
Duisautem veleum estirure dolor in reprehenderit
volumptate velitesse mosetaie consequat,velillum dolore eu
fugiatnulla pariatur.
Etinvitatigiturveraratio benesanosas
iustitiam,aequitatedfidem.NequeLorem ipsum
dolorsitamet,consecteturadipiscingelit, sed
diamnonumyeiusmodtemporinciduntut labore
etdoloremagnaaliquamerat volupatUteinim
adminimveniam,quis nostrudexercitation
ullamcorporsuscipitlaborisnisi utaliquipex ea
commodoconsequet.Duisautemest veleu7m
iruredolorin reprehenderitinvoluptatevelit
essemolestaieconsequat,velillum doloreeu
fugiatnullapariatur.Atvero eoset accusamet
iustoodogiodignissumqui blanditestpaesent
luptatumdelenitaigueduosdolor etmolestias
excepteursint.Namliver temporcumsoluta
nobiseligentoptioest conguenihilimpedit.
Culpaqui officiadeseruntmollitanimid est
laborumetdolorfuga Etharumddereud facilis
esterexpedit distinct.Namlibertempor cumet
conscienttofactortumpoen legumodioque
civiuda.Ettamenin busdamnequepecun modut
estnequenonor etimperned libidinggenepular
etsolutanobiseligent optioconguenihilest
impeditdomingidquod maximreliguard
cupiditat,qwuasnullapraidom umdant.Improb
paryminuit,lospotius inflammadutcoercend
magistetdodecendenssevideantur.Et invitat
igiturveraratiobene sanosasiustitiam,
aequitatedfidem.Neque Loremipsumdolorsit
amet,consecteturadipiscingelit,sed diam
nonumyeiusmodtemporinciduntut laboreet
doloremagnaaliquameratvolupatUt einimad
minimveniam,quisnostrudexercitation
ullamcorporsuscipitlaborisnisi utaliquipex ea
commodoconsequet.
Atvero consequat, velillumdolore eu fugiatnulla pariatur.
Loremipsumdolor sitamet consectetur adipiing
elit,sed diam nonumyeiusmod tempor incidunt
laore etdolore magna liquameratvolupatUt enim
ad minimveniam,quisullamcorpor
Loremipsumdolorsitametconsecteturadipiscingelit,
sed diamnonumyeiusmod temporinciduntutlaoreet
doloremagna liquameratvolupatUtenimad minim
veniam,quisnostrud esxercitationullamcorpor
suscipitlaborisnisi utaliquip exea commodo
consequat.Duisautemveleumestiruredolorin
reprehenderitvolumptatevelitessemosetaie
consequat,velillumdoloreeufugiatnulla pariatur.
Atveroeosetaccusametiustoodogiodignissumqui
blanditpaesentluptatumdelenitaigueduosdoloret
qui mosestiasexcepteursintoccaecatcupidata non
provident,similtemporsuntinculpa qui officia
deseruntmollitanimid estlaborumetdolorfuga Et
harumd dereud facilisesterexpeditdistinct.Namliber
temporcumetconscienttofactortumpoenlegum
odioqueciviuda.Ettameninbusdamnequepecun
modutestnequenonoretimperned libidinggen
epularetsoluta nobiseligentoptioconguenihilest
impeditdomingid quod maximreliguard cupiditat,
qwuasnulla praid omumdant.Improb paryminuit,los
potiusinflammad utcoercend magistet
dodecendenssevideantur.
Etinvitatigiturvera ratiobenesanosasiustitiam,
aequitated fidem.NequeLoremipsumdolorsitamet,
consecteturadipiscingelit,sed diamnonumyeiusmod
temporinciduntutlaboreetdoloremagna aliquam
eratvolupatUteinimad minimveniam,quisnostrud
exercitationullamcorporsuscipitlaborisnisi utaliquip
exea commodoconsequet.Duisautemestveleu7m
iruredolorinreprehenderitinvoluptatevelitesse
molestaieconsequat,velillumdoloreeufugiatnulla
pariatur.Atveroeosetaccusametiustoodogio
dignissumqui blanditestpaesentluptatumdelenit
aigueduosdoloretmolestiasexcepteursint.Namliver
temporcumsoluta nobiseligentoptioestconguenihil
impedit.
Culpa qui officia deseruntmollitanimid estlaborumet
dolorfuga Etharumd dereud facilisesterexpedit
distinct.Namlibertemporcumetconscienttofactor
tumpoenlegumodioqueciviuda.Ettameninbusdam
nequepecunmodutestnequenonoretimperned
libidinggenepularetsoluta nobiseligentoptio
conguenihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid omumdant.
Improb paryminuit,lospotiusinflammad utcoercend
magistetdodecendenssevideantur.Etinvitatigitur
vera ratiobenesanosasiustitiam,aequitated fidem.
NequeLoremipsumdolorsitamet,consectetur
adipiscingelit,sed diamnonumyeiusmod tempor
inciduntutlaboreetdoloremagna aliquamerat
volupatUteinimad minimveniam,quisnostrud
exercitationullamcorporsuscipitlaborisnisi utaliquip
exea commodoconsequet.
luptatum delenit
Loremipsumdolor sitametconsectetur
adipiscing elit,sed diamnonumyeius
mod tempor inciduntutlaore etdolore
magna liquameratvolupatUt enimad
minimveniam,quisnostrud esxe rcit
ationullamcorpor suscipitlaborisnisi ut
aliquip exea commodoconseq uat.Duis
autemveleum estirure dolor inrepre
henderitvolumptate velitesse mosetaie
consequat,velillumdolore.Atveroeosetaccusam etiustoodogiodignissum qui blandit
paesentluptatum delenitaigue duosdolor etqui mosestias
excepteur sintoccaecatcupidata non provident,similtempor
suntin culpa qui officia deseruntmollitanim id estlaborum
etdolor fuga Etharumd dereud facilisester expeditdistinct.
Nam liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecun modutest
neque nonor etimper ned libidinggen epular et soluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammad utcoercend magistet
dodecendensse videantur.
Etinvitatigitur vera ratiobene sanosasiustitiam,aequitated
fidem.Neque Lorem ipsum dolor sitamet,consectetur
adipiscingelit,sed diam nonumyeiusmod tempor inciduntut
labore etdolore magna aliquam eratvolupatUteinim ad
minim veniam,quisnostrud exercitation ullamcorpor suscipit
laborisnisi utaliquip exea commodoconsequet.Duisautem
estveleu7m irure dolor in reprehenderitin voluptate velit
esse molestaie consequat,velillum dolore eu fugiatnulla
pariatur.Atveroeosetaccusam etiustoodogiodignissum
qui blanditestpaesentluptatum delenitaigue duosdolor et
molestiasexcepteur sint.Nam liver tempor cum soluta nobis
eligentoptioestcongue nihilimpedit.
Culpa qui officia deseruntmollitanim id estlaborum etdolor
fuga Etharumd dereud facilisester expeditdistinct.Nam
liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecun modutest
neque nonor etimper ned libidinggen epular et soluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maximreliguard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammad utcoercend magistet
dodecendensse videantur.Etinvitatigitur vera ratiobene
sanosasiustitiam,aequitated fidem.Neque Lorem ipsum
dolor sitamet,consectetur adipiscingelit,sed diam nonumy
eiusmod tempor inciduntutlabore etdolore magna aliquam
eratvolupatUteinim ad minim veniam,quisnostrud
exercitation ullamcorpor suscipitlaborisnisi utaliquip exea
commodoconsequet.
Duisautem estveleum irure dolor in reprehenderitin
voluptate velitesse molestaie consequat,velillum dolore eu
fugiatnulla pariatur.Atveroeosetaccusam etiustoodogio
dignissum qui blanditestpaesentluptatum delenitaigue
duosdolor et molestiasexcepteur sint occaecatcupidatatnon
provident,similtempor suntin culpa qui officia deserunt
mollitanim id estlaborum etdolor fuga
Etharumd dereud facilisester expeditdistinct.Nam liver
tempor cum soluta nobiseligentoptioestcongue nihil
impeditdomingid quod maxim suntin culpa qui officia
deseruntmollitanim id estlaborum etdolor fuga Etharumd
dereud facilisester expeditdistinct.Nam liber tempor cum et
conscienttofactor tum poen legum odioque civiuda.Ettamen
in busdam neque pecun modutestneque nonor etimper ned
libidinggen epular etsoluta nobiseligentoptiocongue nihil
estimpeditdomingid quod maxim religuard cupiditat,qwuas
nulla praid om umdant.Improb paryminuit,lospotimollit
anim id estlaborum etdolor fuga Etharumd dereud facilisest
er expeditdistinct.Nam liber tempor cum etconscientto
factor tum poen legum odioque civiuda.Ettamen in busdam
neque pecun modutestneque nonor etimper ned libiding
gen epular etsoluta nobiseligentoptiocongue nihilest
impeditdomingid.
Commodoconsequet.Duisautemestveleum
irure dolor in reprehenderitin voluptate
molestaie consequat,velillumeuf ugiatnulla
pariatur.Atveroeosetaccusamet iusto
dignissumquiblanditestpaesentluptatum.
Interior spread design alternatives One-color interior spread
Metatypefacecan be used forheadlinesas well astext.
The 5column grid isused for8.5x11 brochures.
Monotones can be made withany color in the United Waycolor palette. Duotones can bemade with blackand anycolorin the United Way colorpalette.
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Newsletters
A newsletter can accommodate a large body
of textand stillconveythe essence of the
United Way brand.
4.4 Sample applicationsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006
42
1
Lorem ipsem dolor: Neque amet
Lorem ipsum dolor sitametconsectetur adipiscingelit,sed
diam nonumyeiusmod tempor inciduntutlaore etdolore
magnaliquam eratvolupatUtenim ad minim veniam,quis
nostrud esxercitation ullamcorpor suscipitlaborisnisi ut
aliquip exea commodoconsequat.Duisautem veleumest
irure dolor in reprehenderitvolumptate velitesse mosetaie
consequat,velillum doloreeu fugiatnullapariatur.
Atveroeosetaccusam etiustoodogiodignissum qui blandit
paesentluptatum delenitaigue duosdolor etquimosestias
excepteur sintoccaecatcupidata non provident,similtempor
suntin culpa qui officiadeseruntmollitanim id estlaborum
etdolor fuga Etharumd dereud facilisesterexpeditdistinct.
Nam liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecunmodutest
neque nonor etimper ned libidinggen epular etsoluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammadutcoercend magistet
dodecendensse videantur.
Etinvitatigitur vera ratiobene sanosasiustitiam,aequitated
fidem.Neque Lorem ipsum dolor sit amet,consectetur
adipiscingelit,sed diam nonumyeiusmod tempor inciduntut
labore etdoloremagnaaliquam eratvolupatUteinimad
minim veniam,quisnostrud exercitation ullamcorpor suscipit
laborisnisi utaliquip ex ea commodoconsequet.Duisautem
estveleu7m irure dolor in reprehenderitinvoluptate velit
esse molestaie consequat,velillum doloreeufugiatnulla
pariatur.Atveroeosetaccusam etiustoodogiodignissum
qui blanditestpaesentluptatum delenitaigue duosdolor et
molestiasexcepteur sint.Nam liver tempor cum soluta nobis
eligentoptioestcongue nihilimpedit.
Culpaqui officia deseruntmollitanim id estlaborum etdolor
fuga Etharumd dereud facilisester expeditdistinct.Nam
liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecunmodutest
neque nonor etimper ned libidinggen epular etsoluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammadutcoercend magistet
dodecendensse videantur.Etinvitatigitur vera ratiobene
sanosasiustitiam,aequitated fidem.Neque Lorem ipsum
dolor sitamet,consectetur adipiscingelit,sed diam nonumy
eiusmod tempor inciduntutlabore etdoloremagnaaliquam
eratvolupatUteinim ad minim veniam,quisnostrud
exercitation ullamcorpor suscipitlaborisnisi utaliquip exea
commodoconsequet.
Duisautem estveleum irure dolor in reprehenderitin
voluptate velitesse molestaie consequat,velillum doloreeu
fugiatnullapariatur.Atveroeosetaccusam etiustoodogio
dignissum qui blanditestpaesentluptatum delenitaigue
duosdolor et molestiasexcepteur sint occaecatcupidatatnon
provident,similtempor suntin culpa qui officia deserunt
mollitanim id estlaborum etdolor fuga
Etharumd dereud facilisester expeditdistinct.Nam liver
tempor cum soluta nobiseligentoptioestcongue nihil
impeditdomingid quod maxim suntin culpa qui officia
deseruntmollitanim id estlaborum etdolor fuga Et harumd
dereud facilisester expeditdistinct.Nam liber tempor cum et
conscienttofactor tum poen legum odioque civiuda.Ettamen
in busdam neque pecunmodutestneque nonor et imper ned
libidinggen epular etsoluta nobiseligentoptiocongue nihil
estimpeditdomingid quod maxim religuard cupiditat,qwuas
nullapraid om umdant.Improbparyminuit,lospotimollit
anim id estlaborum etdolor fuga Etharumd dereud facilisest
er expeditdistinct.Nam liber tempor cum etconscientto
factor tum poen legum odioque civiuda.Ettamen in busdam
neque pecun modutestneque nonor etimper ned libiding
gen epular etsoluta nobiseligentoptiocongue nihilest
impeditdomingid.
Etinvitatigitur vera ratio bene sanos.
whatmatters.
Dec2004Issue 2Volume 8
FoothillsUnited Way
what matters.
Solut nobis eligentNamliver tempor cumsoluta
nobiseligentoptioestcongue
nihilimpeditdomingidquod
maximsuntinculpaquio fficia
deseruntmollitanimidest
laborumetdolorfugaEtharumd
dereudfacilisester expedit
distinct.Namliber tempor cum
etconscienttofactor tumpoen
legumodioqueciviuda.Ettamen
inbusdamnequepecunmodut
estnequenonor etimper ned
libidinggenepularetsoluta
nobiseligentoptioconguenihil
estimpeditdomingidquod
maximreliguardcupiditat,
qwuasnullapraidomumdant.
Improbparyminuit,lospotius
inflammadutcoercendmagistet
dodecendenssevideantur.
Lorem ipsum dolor sitametconsectetur adipiscingelit , sed
diam nonumyeiusmod tempor inciduntutlaore etdolore
magnaliquam eratvolupatUtenim ad minim veniam, quis
nostrud esxercitation ullamcorpor suscipitlaborisnisiut
aliquip exea commodo consequat.Duisautem veleum est
irure dolor in reprehenderitvolumptate velitesse mosetaie
consequat,velillum doloreeu fugiatnullapariatur.
Atveroeosetaccusam etiustoodogiodignissum qui blandit
paesentluptatum delenitaigue duosdolor etqui mosestias
excepteur sintoccaecatcupidata non provident,similtempor
suntin culpa qui officiadeseruntmollitanim id estlaborum
etdolor fuga Etharumd dereud facilisest er expeditdistinct.
Nam liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecunmodutest
neque nonor etimper ned libidinggen epular etsoluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammadutcoercend magistet
dodecendensse videantur.
Etinvitatigitur vera ratiobene sanosasiustitiam,aequitated
fidem.Neque Lorem ipsum dolor sit amet,consectetur
adipiscingelit,sed diam nonumyeiusmod tempor inciduntut
labore etdoloremagnaaliquam eratvolupatUteinim ad
minim veniam,quisnostrud exercitation ullamcorpor suscipit
laborisnisi utaliquip ex ea commodoconsequet.Duisautem
estveleu7m irure dolor in reprehenderitinvoluptate velit
esse molestaie consequat,velillum doloreeu fugiatnulla
pariatur.Atveroeosetaccusam etiustoodogiodignissum
qui blanditestpaesentluptatum delenitaigue duosdolor et
molestiasexcepteur sint.Nam liver tempor cum soluta nobis
eligentoptioestcongue nihilimpedit.
Culpaqui officia deseruntmollitanim id estlaborum etdolor
fuga Etharumd dereud facilisester expeditdistinct.Nam
liber tempor cum etconscienttofactor tum poen legum
odioque civiuda.Ettamen in busdam neque pecunmodutest
neque nonor etimper ned libidinggen epular etsoluta nobis
eligentoptiocongue nihilestimpeditdomingid quod maxim
religuard cupiditat,qwuasnulla praid om umdant.Improb
paryminuit,lospotiusinflammadutcoercend magistet
dodecendensse videantur.Etinvitatigitur vera ratiobene
sanosasiustitiam,aequitated fidem.Neque Lorem ipsum
dolor sitamet,consectetur adipiscingelit,sed diam nonumy
eiusmod tempor inciduntutlabore etdoloremagnaaliquam
eratvolupatUteinim ad minim veniam,quisnostrud
exercitation ullamcorpor suscipitlaborisnisi utaliquip exea
commodoconsequet.
Duisautem estveleum irure dolor in reprehenderitin
voluptate velitesse molestaie consequat,velillum doloreeu
fugiatnullapariatur.Atveroeosetaccusam etiustoodogio
dignissum qui blanditestpaesentluptatum delenitaigue
duosdolor et molestiasexcepteur sint occaecatcupidatatnon
provident,similtempor suntin culpa qui officia deserunt
mollitanim id estlaborum etdolor fuga
Etharumd dereud facilisester expeditdistinct.Nam liver
tempor cum soluta nobiseligentoptioestcongue nihil
impeditdomingid quod maxim suntin culpa qui officia
deseruntmollitanim id estlaborum etdolor fuga Et harumd
dereud facilisester expeditdistinct.Nam liber tempor cum et
conscienttofactor tum poen legum odioque civiuda.Ettamen
in busdam neque pecunmodutestneque nonor et imper ned
libidinggen epular etsoluta nobiseligentoptiocongue nihil
estimpeditdomingid quod maxim religuard cupiditat,qwuas
nullapraid om umdant.Improbparyminuit,lospotimollit
anim id estlaborum etdolor fuga Etharumd dereud facilisest
er expeditdistinct.Nam liber tempor cum etconscientto
factor tum poen legum odioque civiuda.Ettamen in busdam
neque pecun modutestneque nonor et.
Nam liver tempor cum soluta
nobiseligentoptio estcongue
nihilimpeditdoming id quod
maxim suntin culpa quio fficia
deseruntmollit anim id est
laborum etdolorfuga Etharumd
dereud facilisester expedit
distinct. Nam liber tempor cum
etconscientto factor tum poen
legum odioque civiuda.Et tamen
in busdam neque pecun modut
estneque nonor etimper ned
libiding gen epular etsoluta
nobiseligentoptio congue nihil
estimpeditdoming id quod
maxim religuard cupiditat,
qwuasnulla praid om umdant.
Improb paryminuit, lospotius
inflammad utcoercend magistetdodecendensse videantur.
Loremipsumdolor sitamet consectetur adipiscingelit, sed
diamnonumyeiusmod tempor inciduntutlaore etdolore
magnaliquamerat volupatUt enimad minimveniam, quis
nostrud esxercitationullamcorpor suscipitlaborisnisi ut
aliquip exea commodoconsequat.Duisautemveleumest
irure dolor inreprehenderitvolumptate velitesse mosetaie
consequat,velillumdolore eu fugiatnullapariatur.
Atveroeos etaccusamet iustoodogiodignissumqui blandit
paesentluptatumdelenitaigue duosdolor etqui mosestias
excepteur sintoccaecatcupidata nonprovident,similtempor
suntinculpa qui officiadeseruntmollitanimid estlaborum
etdolor fuga Etharumd dereud facilisester expeditdistinct.
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