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

    3

    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

    4

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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.

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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

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    what matters.

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    Improb pary minuit, los potius inflammadut coercendmagist et dodecendensse videantur

    Soluta nobis eligentoptio congue:

    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.

    2.20 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

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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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    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.

    2.23 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

    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.

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    34

    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.

    3.6 Support elementsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 United Way of America 2006

    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.

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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.

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    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.

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    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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    luptatum delenitaigue duosdolor etqui mosestiasexcepteur sintoccaecat

    cupidata non provident, similtemporsuntin culpa qui officiadeserunt

    mollitanim id estlaborum etdolor

    fuga Etharumd dereud facilisesterexpeditdistinct.Nam liber tempor

    cum etconscientto factor tum poenlegum odioque civiuda.Ettamen in

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    factor tum poen legum odioqueciviuda.Ettamen in busdam neque

    pecun modutestneque nonor etimper ned libiding gen epular et

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    esxercitation ullamcorpor suscipitlaborisnisi utaliquip exea commodo

    consequat.Duisautem veleum estirure dolor in reprehenderit

    volumptate velitesse mosetaie

    consequat, velillum doloreeu fugiatnullapariatur.

    Etinvitatigitur vera ratio bene sanos

    asiustitiam, aequitated fidem.NequeLorem ipsum dolor sitamet,

    consectetur adipiscingelit, sed diamnonumyeiusmod tempor inciduntut

    labore etdoloremagnaaliquam eratvolupatUteinim ad minim veniam,

    quisnostrud exercitation ullamcorporsuscipitlaborisnisi utaliquip exea

    commodo consequet.Duisautem est

    veleu7m irure dolor in reprehenderitinvoluptate velitesse molestaie

    consequat, velillum doloreeu fugiatnullapariatur.Atvero eosetaccusam

    etiustoodogio dignissum qui blanditestpaesentluptatum delenitaigue

    duosdolor etmolestiasexcepteursint.Nam liver tempor cum soluta

    nobiseligentoptio estcongue nihilimpedit.

    Culpaqui officia deseruntmollitanimid estlaborum etdolor fuga Etharumd

    dereud facilisester expeditdistinct.Nam liber tempor cum etconscientto

    factor tum poen legum odioqueciviuda.Ettamen in busdam neque

    pecun modutestneque.

    Nonor etimper ned libiding gen

    epular etsoluta nobiseligentoptiocongue nihilestimpeditdoming id

    quod maxim religuard cupiditat ,qwuasnulla praid om umdant.Improb

    paryminuit,lospotiusinflammadutcoercend magistetdodecendensse

    videantur.Etinvitatigitur vera ratio

    bene sanosasiustitiam,aequitatedfidem.Neque Lorem ipsum dolor sit

    amet,consectetur adipiscingelit,seddiam nonumyeiusmod tempor

    inciduntutlabore etdoloremagnaaliquam eratvolupatUteinim ad

    minim veniam,quisnostrudexercitation ullamcorpor suscipit

    laborisnisiutaliquip exea commodoconsequet.

    Duisautem estveleum irure dolor inreprehenderitin voluptate velitesse

    molestaie consequat,velillum doloreeu fugiatnulla pariatur.Atvero eoset

    accusam etiustoodogio dignissumquiblanditestpaesentluptatum

    delenitaigue duosdolor etmolestiasexcepteur sintoccaecatcupidatatnon

    provident,similtempor suntin culpaquiofficia deseruntmollitanim id est

    laborum etdolor fuga

    Etharumd dereud facilisester expedit

    distinct.Nam liver tempor cum solutanobiseligentoptio estcongue nihil

    impedit doming id quod maxim suntin culpa quiofficiadeseruntmollit

    anim id estlaborum etdolor fuga Etharumd dereud facilisester expedit

    distinct.Nam liber tempor cum.

    Culpaquiofficia deseruntmollitanim id estlaborum etdolor

    fuga Etharumd dereud facilisester expeditdistinct.Nam

    liber tempor cum etconscientto factor tum poen legum

    odioque civiuda.Ettamen in busdam neque pecunmodutest

    neque nonor etimper ned libiding gen epularetsoluta nobis

    eligentoptio congue nihilestimpeditdoming id quod maxim

    religuard cupiditat,qwuasnulla praid om umdant.Improb

    paryminuit,lospotiusinflammadutcoercend magistet

    dodecendensse videantur.

    Etinvitatigitur vera ratio bene sanosas iustitiam,aequitated

    fidem.Neque Lorem ipsum dolor sitamet,consectetur

    adipiscing elit,sed diam nonumyeiusmod tempor inciduntut

    labore etdoloremagnaaliquam eratvolupatUteinim ad

    minim veniam,quisnostrud exercitation ullamcorpor

    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.

    U it d W B d Id tit G id li

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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

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