BRAND IDENTITY STANDARDS45pkb8376a6v34cw74r1f7hw-wpengine.netdna-ssl.com/wp...BRAND IDENTITY...

BRAND IDENTITY STANDARDSVERSION 2.0, UPDATED MAY 2014

AN OUTREACH MINISTRY OF THE EPISCOPAL DIOCESE OF TEXAS

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Master Signature The official organization logo is at the highest level of the brand architecture. We call it the master signature, and it is a visual identifier for the brand. The master signature is comprised of two elements: 1) The mission building 2) The “El Buen Samaritano” wordmark 3) The Strengthening Families tagline The mission building emphasizes a rich history of providing a helping hand to underserved families, working in harmony with the wordmark to form a single unit with an established relationship. It is critical that this relationship remains consistent throughout all applications. In all cases, the mission building and wordmark must always be used together. Under no circumstances should elements of the master signature be separated when used as a visual identifier for the brand.

Always Bring the Master Signature Forward The master signature is visual shorthand for El Buen Samaritano’s brand. It represents nearly 27 years of heritage and all that makes our organization as an Episcopalian institution so unique—characterized by hope, compassion and integrity—in essence, its character. The signature should be used as often as possible and should always be treated with reverence as the face of our brand: • Give it prominent placement on all promotional materials • Do not change any elements of the master brand • Avoid using the wordmark as a title on marketing materials

Master Signature

The master signature is comprised of the mission building, the wordmark and the tagline.

Mission Building

Wordmark

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Master Signature Evolution Minor alterations have been made to the master signature to reflect and support the organization’s brand strategy. First, the hands have been adjusted to reflect symmetry and equality. Secondly, the logo typography has been changed to Trade Gothic—an angle-‐stroke font family that communicates strength, trust and friendliness. Next, emphasizing El Buen in the wordmark helps widen the multicultural threshold of the brand. English-‐speaking audiences are more inclined to shorten the name to “El Buen,” whereas Spanish speakers prefer to use the complete version of the name. And finally, the tagline Strengthening Families has been added to complete the story our master signature communicates.

Previous version of the master signature.

Current version of the master signature. Please discard all previous versions of the master signature.

Episcopal Identity It is imperative that we conserve the origin and Episcopal identity of our brand. To do this, an illustrative phrase has been developed to be communicated in a more thoughtful and intentional manner. The phrase “An Outreach Ministry of the Episcopal Diocese of Texas” will be incorporated in all official documents and communications materials in the absence of the organization’s mission statement. Furthermore, in instances when the mission statement is used, the illustrative phrase is to be bolded.

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Master Signature Preferred Usage The preferred usage of the master signature is in horizontal orientation, as shown below. As much as possible, the master signature should be shown in this orientation and in full (two) color format. Color Variations The preferred color format is two-‐color: Pantone 7413 (El Buen Orange) for the steeple mark and Pantone Black 7 C (El Buen Gray) for the wordmark. (See four-‐color printing specifications on page 12 of this manual.) When the logo must be presented in grayscale, the dark one-‐color version of the logo should be used. If the master signature is to be placed on a dark-‐colored background where the two-‐color or dark one-‐color versions would be illegible, the reversed (white) version should be used. Typeface The typeface used for the master signature is Trade Gothic. The type should never be replaced or modified. Use of Trade Gothic should be avoided in body copy in order to ensure that the master signature stands out in the visual hierarchy. Sizing and Clear Space The master signature should always be scaled proportionally, by holding the Shift key while resizing, so that it maintains consistency. It should be scaled so that it is clearly legible (see minimum sizing requirements on page 10 of this manual). A clear space should be preserved around the master signature to ensure that it is distinct and easy to read.

Preferred usage version of the master signature, employing the horizontal orientation and two colors: PMS 7413 and PMS Black 7 C.

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Master Signature Limited Usage The vertical orientation of the master signature should be used in a very limited capacity, only when necessary. The same guidelines used for the horizontal orientation of the master signature apply to the vertical orientation. When to Use The vertical orientation of the master signature should be used when: • It will be centered in a square format; for example, on the front of a square greeting card. • It will be placed in a layout that will not accommodate the horizontal orientation legibly; for

example, on vertical signage. In most other cases, use of this variation should be avoided. If you have questions about which variation of the master signature should be used in a particular layout, call the Community Engagement and Communications Department at [email protected] (512) 439-‐0748.

Limited usage version of the master signature, employing the vertical orientation and two colors: PMS 7413 and PMS Black 7 C.

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How to Access the Master Signature Employees can access the logo and templates in the P Drive. Once in the P Drive, click on Shared, then, click on Community Engagement and Communications PUBLIC, then click on Templates and Guidelines. Should you need alternative color options or treatments to fit a specific project, please contact the Community Engagement and Communications Department prior to altering the logo. Shared Drive The file path appears as follows: P:\Shared\Communications and Marketing PUBLIC\Templates and Guidelines

• Logos (in the various formats listed above) • Electronic letterhead • PowerPoint presentation template • Postcard template • Flyer template

Master Signature Distribution Should an employee receive an external request for the logo, please direct the third party to the Media Room on El Buen Samaritano’s website for brand identity manual and different logo options. The Media Room can be accessed under the About Us menu of the website. The link is as follows: http://www.elbuen.org/about-‐2/media-‐room/. For additional questions, contact the Community Engagement and Communications Department. All third parties using the logo must also abide by the brand identity manual.

Master Signature Specifications Below are technical specifications for both orientations of the master signature.

Minimum sizing for the horizontal orientation of the signature is.75” tall.

The master signature should always be scaled proportionally, using the Shift key

Minimum sizing for the vertical orientation of the logo is 1.5” tall. The master signature should always be scaled proportionally, using the Shift

key.

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Master Signature Incorrect Usage Below are examples of incorrect usage of the master signature. If you have any questions on how to use the master signature, contact the Department of Community Engagement and Communications, (512) 439-‐0748.

DO: Always use master signature colors as specified. DON’T: Modify master signature colors, even if it you’re using the right orange. Do not use previous signature versions. ‘

DO: Always keep the elements of the master signature together. DON’T: Separate the mission building from the wordmark or scale one independently of the other.

DO: Always use the master signature as specified. DON’T: Modify the master signature in any way.

DO: Always ensure that the master signature is legible over its background. Use the reversed version of the logo when necessary. DON’T: Place the full-‐color version of the logo over a dark background.'

DO: Always scale the master signature proportionally, using the Shift key. DON’T: Scretch or otherwise modify themaster signature in scale.

DO: Always use the master signature wordmark as specified. DON’T: Reset type in the master signature, for any reason.

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Color Palette The official El Buen Samaritano brilliant orange and gray are key components of our graphic identity, and they are the primary colors for use in print and electronic communications. Consistent use and careful matching are essential in establishing and maintaining a unified image. The Pantone® colors should be used when printing one-‐, two-‐ and three-‐color publications (spot color). When full-‐color printing (four-‐color process) is used, the CMYK mix is applied. The primary color palette spot and four-‐color process specifications may be used on both coated and uncoated paper stock. The RGB values are for screen or digital display only.

Using El Buen Gray In place of the default black font on all Microsoft Office documents, the color of headlines, sub-‐headlines and body of texts will be El Buen Gray in order to stay consistent with El Buen Samaritano’s website and brand signature. To apply El Buen Gray to text on all Microsoft Office products:

1. Click on the font color arrow

2. Click on More Colors 3. Click the Custom tab and enter the El Buen Gray code in the RGB Code

a. Red: 82 b. Green: 74 c. Blue: 72

4. Click Okay

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Standard Typography Consistent use of particular type families brings unity to El Buen Samaritano’s brand. The typefaces selected to represent the master brand not only work to organize information, but also express the brand’s personality and convey a sense of wholeness in the brand. Calibri: All-‐Around Font Family The Calibri font family has been chosen as the font family for use in headlines, body copy and general layout. Calibri is known for its clean, modern and rational design, and it is appropriate for use in almost any circumstance. Calibri Regular is the preferred typeface for general use; however, some situations may call for specific emphasis, in which case the Italic or Bold variations may be used (sparingly). In any weight, the Italic version of the typeface may be used for emphasis of a particular word, or for titling or block quotes. Please contact the Community Engagement and Communications Department, (512) 439-‐0748, if you need help obtaining or using this font family.

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Email Signatures Email signatures are our digital business cards. To create your email signature, choose a signature option below, select and copy the text (including the Confidentiality Notice) to your clipboard and follow these instructions:

1. Open up Outlook and select “New e-‐mail” 2. Click the dropdown labeled “Signature” and select “Signatures”. 3. Click “New” and enter a descriptive name for your new e-‐mail signature. 4. Place your cursor in the text box and select CTRL+V on your keyboard. 5. The new signature should now appear in the textbox. 6. Fill in your personal information to replace the generic text. 7. If the signature looks correct, you may choose to set it as your default signature for both

new messages and replies (top right). 8. Click “OK” and your signature is set.

Things that are not acceptable in a signature:

• PLEASE NOTE: El Buen Samaritano’s logo is not permitted on email signatures. • Anyone else’s email address or other personal contact details • Content that is political in nature • Personal philosophies, phrases and/or slogans • Links to websites other than El Buen Samaritano’s • Changing of alignment, styles, indentions, extra spacing and additional colors • Graphics, photos or background imagery from the stationery setup

Employees are required to use one of the following email signatures: VERSION A Name Lastname Title El Buen Samaritano 7000 Woodhue Dr. │ Austin, TX 78745 o: (512) 439-‐07XX │f: (512) 439-‐07XX │m: (512) XXX-‐XXXX (mobile optional) Connect with us: ElBuen.org │Twitter │ Facebook

People who love what they do CONFIDENTIALITY NOTICE: This transmission and any attachments may contain information that is privileged, confidential, legally privileged, and/or exempt from disclosure under applicable law. If you are not the intended recipient, you are hereby notified that any disclosure, copying, distribution, or use of the information contained herein (including any reliance thereon) is strictly prohibited. If you have received this in error, please notify FirstName LastName at [email protected] or (512) 439-‐07XX and destroy the original message. Thank you.

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VERSION B Name Lastname Title El Buen Samaritano 7000 Woodhue Dr. │ Austin, TX 78745 o: (512) 439-‐07XX │f: (512) 439-‐07XX │m: (512) XXX-‐XXXX (mobile optional) ElBuen.org │Follow us on Twitter │ Like us on Facebook


VERSION C Name Lastname Title El Buen Samaritano 7000 Woodhue Dr. │ Austin, TX 78745 o: (512) 439-‐07XX │f: (512) 439-‐07XX │m: (512) XXX-‐XXXX (mobile optional) ElBuen.org │Follow us on Twitter │ Like us on Facebook


*Personal Twitter handles may be added only if used in an appropriately professional manner.

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“Everyone” Emails Mass Email Distribution Policy “Everyone” emails must fall into one of the following categories:

• Computer software updates (issued by Quality Performance & Technology Assoc. Director)

• Employee News (issued by Director of Human Resources and Compliance or Director of Community Engagement and Communications)

• Executive Office Announcements (issued by Executive Director) • Human Resources (issued by Human Resources Director) • El Buen Samaritano sponsored activities (issued by Director of Community Engagement

and Communications) • Policy Changes (Human Resources Director) • Provider Information (issued by Director of Community Health and Integrated

Care/Medical Director) • Security or facility alerts (issued by Director of Operations)

“Everyone” emails CANNOT be used for:

• Selling goods or services • Personal events • Out-‐of-‐Office notices • Emails intended for specific group of employees and/or volunteers • Jokes and chain letters • Virus warnings (unless issued by Quality Performance & Technology) • Health/education/basic needs reports and industry information • Changes in programs hours or new benefits • New employee introductions

Procedure for “Everyone” Emails In an effort to effectively support and promote community meetings, events and program changes, mass email distribution requests must be forwarded and approved by the Community Engagement and Communications Department. Once approved, the message will be distributed through El Buen’s email system on behalf of the requester. When the email is sent, a standard message at the bottom will identify the requesting name and department. Same-‐day messages are not guaranteed to be sent. The Community Engagement and Communications Department asks that emails be submitted at least two days before. To ensure comprehensive and coordinated communication to employees of El Buen, please include the following with your request:

• Supervisor’s approval • Subject line for email • Date, time, location and other pertinent information • Email message

Alternatives to Mass Email There are other means for distributing relevant information to employees, such as the employee newsletter. Submit requests to the Community Engagement and Communications Director at least four weeks prior to the event or information distribution deadline. Submitting a request for posting does not guarantee it will be listed.

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Communications Promotional Materials Brand Signature Usage on Promotional Materials The logo and El Buen Samaritano’s name must appear on all promotional and informational materials produced by El Buen’s employees. Sister agencies and collaborations may include the logo and El Buen Samaritano’s name on informational materials. All other logo use must be approved through the Community Engagement and Communications Department prior to completion and distribution of projects. Promotional and Informational Materials All promotional materials and projects must be approved by the Community Engagement and Communications Department upon submission of a Communications Project Request Form. Promotional and informational materials include, but are not limited to all signage, brochures, flyers and other print collateral. The brand logo and name may not be used by any third party unless specifically approved in advance by the Community Engagement and Communications Department. Submitting a Communications Project Request

1. Fill out the Communications Project Request Form on the P Drive/ Shared/Community Engagement and Communications Department PUBLIC folder.

2. Submit form with all required materials to the Community Engagement and Communications Department four weeks prior to distribution of publication or project (See form for requirements and details).

Items not addressed in this guide should be directed to the Community Engagement and Communications Department at [email protected] or (512) 439-‐0748 prior to printing and distribution.

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Ordering Communications Inventory Stationery for Internal and External Use Stationery used internally and externally includes El Buen memoranda, letterhead and envelopes. To place an order for printed stationary, follow the guidelines below. Electronic Microsoft Word memorandum and letterhead templates are also available on the P Drive (see How to Access the El Buen’s Logo and Templates on page 10).

• Letterhead must be ordered through the Community Engagement and Communications Department.

• Stationery cannot be ordered through an independent printer. • Letterhead documents and memoranda may be reproduced in black and white for

distribution, but original color copies must be kept and documented. • No other logo or revised stationery may be used without written approval from the

Community Engagement and Communications Director.

Business Cards Please note the following when ordering employee business cards:

1. Employees must obtain supervisor approval form before ordering business cards. 2. Employees may choose from the standardized business card template or the generic

client appointment templates below. The generic client appointment card does not include a name or email address.

For the front of the standardized business card template illustrated below, you can only modify it as follows:

• Add your name, title and credentials • Add the appropriate department • Physical email address • Add your fax and phone numbers • Personal Twitter handles (optional and only if used in an appropriately professional

manner)

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The back of the standardized business card template illustrated below cannot be modified in any way.

EXCEPTION: all providers will have the option of adding appointment reminders on the back of their business cards. See below:

How to order stationary, business cards and other inventory:

1. Fill out the Communications Inventory Request Form located on the P Drive/Shared/Community Engagement and Communications Department PUBLIC folder

2. Submit to Community Engagement and Communications Department four weeks prior to desired delivery.

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Website Maintenance Any changes to our website are approved by the Community Engagement and Communications Department. Every page of our website has an assigned Page Editor. For example, pages that display programmatic information are maintained by a staff member in the program area. All other pages are maintained by the Shared Support Services Division. If you come across anything that is outdated and find it difficult to identify the designated Page Editor for that particular page, alert the Community Engagement and Communications Department, [email protected] or (512) 439-‐0748.

Required Copyright Disclaimer The following standard copyright message must be included on all documents and credited accordingly by organizations using El Buen Samaritano’s information and data: Copyright ©20xx (insert current year), El Buen Samaritano, All Rights Reserved

Assistance from Community Engagement and Communications To request assistance to produce materials or make changes to ElBuen.org, fill out a Communications Project Request Form—which can be found on the P Drive/Shared/Community Engagement and Communications Department PUBLIC folder. Upon receiving a Communications Project Request Form, a department representative will contact you to discuss your request. Please note, requests require supervisor’s approval, and larger projects will need to be scheduled into the department’s production calendar.

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