HOPE worldwide Brand & Graphics Guideline

Transcription

1 HOPE worldwide Brand & Graphics Guideline [Type text] Page 1 Version 1.0 February 2009

2 Table of Contents I. The Importance of Branding II. III. IV. The HOPE worldwide Logo...4 Color Printing and Layout Guidelines for Logo Affiliate and Chapter Logos...6 V. Our Vision Statement Our Promise..7 VI. VII. VIII. IX. HOPE worldwide Name Within Copy 8 Chapter and Affiliate Names Within Text...9 Exceptions to the Rules.9 Using the word hope...9 X. T Shirts Printing Specs XI. XII. XIII. XIV. XV. XVI. XVII. Stationery Photography & Imaging Guidelines. 16 Photography Releases & Intellectual Property Rights...17 Quick HOPE worldwide FAQs.. 18 Glossary of Printing and Graphics Terms...19 Model Release Form HOPE worldwide Brand & Graphic Guidelines 2

3 Introduction: The Importance of the HOPE worldwide Brand One of HOPE worldwide s greatest assets is our name. It carries with it the emotional connection that our staff, volunteers, donors and the organizational partners associate with our mission. HOPE worldwide s identity is reinforced by the ways in which we communicate our impact. Brand equity is the value that volunteers, donors both current and potential, associate with an organization. Organizations with the strongest brand equity are well known for the good work they do. What do you immediately associate with each of these logos and the brands they represent? It is important that our message be clear and consistent so when the HOPE worldwide logo is displayed or our name is spoken, the audience is clear what we stand for. Brand standards are designed to provide quality and consistency in our communications with volunteers, donors, and partners who interact with the organization. Sources of Brand Equity Brand Familiarity Brand Associations Brand Equity Brand Loyalty Donor Confidence Outcomes of Brand Equity The guidelines set forth in this reference guide are designed to build a communications framework that: Builds on the strength of HOPE worldwide s overall brand; Unifies and recognizes the uniqueness of each chapter and affiliate and how each contribute to HOPE worldwide s overall visual identity and key messages; and Establishes a protocol for ongoing communications, collaboration and support across all programs HOPE worldwide Brand & Graphic Guidelines 3

4 The HOPE worldwide Logo You are encouraged to use the HOPE worldwide logo on print and electronic media as well as clothing and other items. However, it is crucial that only officially approved versions of the logo be used and used according to these guidelines. The logo and globe should never be manipulated or redrawn in any way. HOPE worldwide serves the poor and needy around the globe and it is understandable that each country and or continent wants their location to be featured in the logo they use to promote their programs. In response, we have carried over from our previous logo both a Western logo for programs in the Americas, Africa and Western Europe version for Africa to India as well as a Pacific logo for programs in SE Asia and Pacific Rim countries. Western Version Pacific Version All logos include a reverse version for use on dark backgrounds. We recommend that your reverse logo be used only when the lettering blends in with the background. If you have questions about this, please consult with the Corporate Office Communications team. It is important to note that the logo should not be reproduced in any color other than the specified colors. The logo can also be reproduced in black and white. Examples of reversed logos HOPE worldwide Brand & Graphic Guidelines 4

5 Color Printing and Layout Guidelines for Logo NOTE * When printing items from these guidelines on an inkjet printer it is important to know the color representation will not be accurate. The only true way to achieve accurate color representation on important projects is to have them professionally printed. HOPE worldwide Brand & Graphic Guidelines 5

6 HOPE worldwide International Affiliates HOPE worldwide programs outside of the United States should have an official logo which includes the name that identifies their location, program, country or continent of origin. In the U.S., all programs should use the HOPE worldwide logo as shown on the left side. U.S. Outside the U.S. HOPE worldwide U.S. Chapters U.S. programs, including subsidiaries, which have previously used the logo with their city or state name, should begin transitioning to the above U.S. logo. HOPE worldwide Brand & Graphic Guidelines 6

7 Our Vision Statement Our Promise When using the HOPE worldwide logo, the vision statement Bringing hope. Changing lives. is a brief description of our mission as individuals and as an organization. It is not part of the HOPE worldwide logo and should be treated as a separate element in printed and electronic media. The statement must be written exactly as shown below being careful not to make the word hope all capital letters: Bringing hope. Changing lives. HOPE worldwide Brand & Graphic Guidelines 7

8 The HOPE worldwide Name Within Copy The name HOPE worldwide is our brand. It is an important part of who we are as an organization. It is protected under U.S. copyright laws. There are many well known charities throughout the world using the word HOPE in their name and, like us, work hard and financially invest precious funds to promote their brands and setting themselves apart as trustworthy organizations to garner support for their activities. Early in HOPE worldwide s history another organization took legal action against our right to use the word hope in our name. The result is that we still have the privilege to use the name; however, we must adhere to strict guidelines in how the name is displayed or written. It is mandatory that HOPE is always written in all uppercase and worldwide must always be written in lowercase italics and used together as HOPE worldwide. This rule applies to our India affiliate HOPE foundation where HOPE is all uppercase and foundation is in lowercase italics. Please specify to print media outlets, when submitting press releases or providing an interview, exactly how HOPE worldwide should appear in print. Other examples of frequently used program names that must carry the full name: 1) Centers of HOPE worldwide 2) HOPE worldwide Volunteer Corps For other general style questions the following guides are recommended: The Associated Press Stylebook, Perseus Publishing; Cambridge, MA Strunk and White The Elements of Style; by William Strunk, Jr. HOPE worldwide Brand & Graphic Guidelines 8

9 Chapter and Affiliate Identification When referring to an affiliate, the local name should be used directly after the organization name separated by a space hyphen space. worldwide should be the only letters all lowercase italics. HOPE worldwide Philadelphia Chapter ; HOPE worldwide Cambodia Exceptions HOPE can be legally used alone when it appears as follows: 1) Village of HOPE (refers only to the leprosy program in Delhi, India) 2) HOPE Youth Corps 3) Sihanouk Hospital Center of HOPE 4) Hope for the City (Denver Program) 5) HOPE Unity Award 6) HOPE for Kids Using hope in copy The word hope is often used to describe our services. It is fine to use when describing what we provide but do NOT use alone when it is used to refer to the organization. Avoid using all caps, unless entire sentence is all in caps. Event Brings Hope to the Elderly or EVENT BRINGS HOPE TO THE ELDERLY Bringing hope. Changing lives. HOPE Event Helps the Elderly or HOPE EVENT HELPS THE ELDERLY Bringing HOPE. Changing LIVES. HOPE worldwide Brand & Graphic Guidelines 9

10 Volunteer and Staff T-Shirt Graphic Guide HOPE worldwide Brand & Graphic Guidelines 10

11 HOPE worldwide Brand & Graphic Guidelines 11

12 Stationery Stationery is one important way to communicate a coherent visual identity. In some cases, an item of stationery will be the first thing someone receives featuring the HOPE worldwide identity. In others, an individual may receive hundreds of copies of the same document. Either way, the quality and consistency of our identity is crucial. HOPE worldwide stationery is easily available though PrintingforLess.com and the following products can be ordered online at 1. Letterhead 2. 2 nd Sheets 3. Business cards 4. Envelopes HOPE worldwide Brand & Graphic Guidelines 12

13 Letterhead and Envelope Template: HOPE worldwide Brand & Graphic Guidelines 13

14 5. Business Card Template Corporate and Chapters If your local printer is willing to donate or substantially discount their services, please contact to obtain the digital files. HOPE worldwide Brand & Graphic Guidelines 14

15 Our Website - INSIDE worldwide HOPE OUR IMPACT OUR COMMUNITY NE WS OUR WORK SUPPORT WORK OUR The corporate website is continually undergoing updates and improvements. In an effort to strengthen the branding of programs preferred naming conventions have been established as or program. The website naming convention for affiliates, chapters and program pages is or program The HOPE worldwide webmaster wants to help you get the news out regarding your work. Please send your copy, photos and video clips to webmaster@hopeww.org for posting. Copy for chapter pages and other electronic media should follow the same style guides as set forth in this document. If your program is not represented by a web page on the corporate site, or if you are setting up a website for your programs that will be linked to and require assistance, please contact the webmaster at webmaster@hopeww.org and we will be happy to discuss how we can help you get the maximum exposure through HOPE worldwide Brand & Graphic Guidelines 15

16 Photography Every picture tells a story, so careful consideration of photography when producing materials for your programs is important. Photography can be used in various ways, from purely informative (showing volunteers in action) to inspirational images used to enhance a grant application or as part of an appeal to your local church congregation. Not every situation will warrant commissioning new photography, but do consider that larger promotions (e.g. brochures, campaigns, displays, etc.) would benefit from the creativity and control you have when you involve good designers and photographers. The consistency of style, color and tone is important across a series of images and commissioning one photographer to take all the photos for a specific project allows a consistent overall look and message. HOPE worldwide is best represented in a natural, bright and real way with clarity and honesty. As a rule, we only use real HOPE worldwide staff, volunteers and situations for photography in our communications materials it is an important part of truthfully representing who we are. For visual recommendations as well as photo and design resources, contact phat_vuong@hopeww.org. Image Resolution It is important that you are aware of resolution and file size when you are dealing with digital images. The basic rules are: Images used for printed materials need to be a minimum of 300 dpi (dots per inch). Images used for Web sites need to be around 72 dpi. Therefore 300 dpi images can be too large for Web use and 72 dpi images are not a high enough quality for print. These simple principles can be applied to all images that you source or are supplied to you. Apart from these basic rules there can be a lot more than meets the eye when assessing digital imagery needs. For example, exhibition panels can require extremely large image files to achieve the satisfactory results. We recommend that if you re in any doubt you should seek advice from a professional designer or printer. HOPE worldwide Brand & Graphic Guidelines 16

17 Model Releases: When to use? Images of individuals we serve can be used for newsworthy or editorial purposes and is protected In the U.S. by the First Amendment and not considered a privacy issue. However, if that same photograph is used later to promote HOPE worldwide in a brochure, banner, postcard a model release, especially for the most prominent faces in the photo, are recommended. It is recommended that a release be signed at the time a photograph is taken. If this is not possible, be sure that one is signed later by an adult for those appearing in promotional photos prior to publishing. A sample release taken from Business and Legal Forms for Photographers by Tad Crawford can be found on page 20. It is important that photography taken for HOPE worldwide be used exclusively for our organization. Selling or transferring HOPE worldwide images for purposes other than promotion of HOPE worldwide should not be done without permission. Finding the right image can be difficult. However, there is a master photo archive at the corporate office. If you are in need of a compelling image please contact Marcia Scaggs, who can help you find what you need. The corporate office also welcomes your photos for our corporate photo archives. Photos sent to corporate are often reused on a national or global scale giving your programs greater exposure. Intellectual Properties: Rights Protected Images and Music In this age of digital media it is extremely easy to find great images and music that can be easily downloaded for little or no charge on line. However, many of these intellectual properties are strictly copyrighted and using them without permission of the author is unlawful and can carry a hefty penalty. There are several good websites where images (still, flash and short video clips) can be purchased economically with conditional rights such as istockphoto.com for images and extrememusic.com for music. Keep these resources in mind when producing materials that will be used to promote your programs. Be sure to avoid popular music without written permission by the artist. HOPE worldwide Brand & Graphic Guidelines 17

18 HOPE worldwide Quick FAQs Refer to our work as programs, NOT projects. Programs on all six inhabited continents Programs in more than 60 countries around the globe Serve 1 million people annually regardless of the religious beliefs, gender, race or ethnic background We serve because the Scriptures call us to love and serve the poor and needy throughout the world as Jesus did. HOPE worldwide s United Way Donor Choice number is Honored for Best Practices in 20 nations around the world HOPE worldwide is a leader in operating efficiency with 91% of expenditures going directly for Program Costs HOPE worldwide began in 1991 (Year we became registered as a 501 (c) (3) organization with the IRS) HOPE worldwide has qualified with the United Nations as an advisor to its Economic & Social Council (The UN logo is NEVER to be used in any promotional materials) Approved charity with the United States Agency for International Development (USAID) Audited by an independent accounting firm and reports are available for review on Our mission statement: HOPE worldwide is an international charity that changes lives by harnessing the compassion and commitment of dedicated staff and volunteers to deliver sustainable, highimpact, community based services to the poor and needy. Our tagline or vision statement: Bringing hope. Changing lives. For more faqs and information, always refer to the most recent Corporate Brochure (available at HOPE worldwide Brand & Graphic Guidelines 18

19 Glossary of Printing and Graphics Terms File Types EPS Abbreviation of Encapsulated PostScript. Pronounced as separate letters, EPS is the graphics file format used for printing documents on laser printers, but it can be adapted to produce images on other types of computer devices. This format is the standard for desktop publishing because it is supported by Adobe PhotoShop and Illustrator. When creating clothing or other merchandise, the supplier you will work with may require the logo in.eps format. TIF/TIFF Acronym for tagged image file format, one of the most widely supported file formats for graphical images on personal computers (both PCs and Macintosh computers). TIFF graphics can be any resolution, and they can be black and white, grayscale, or color. Files in TIFF format often end with a.tif extension. TIFF files use virtually no compression and consequently have quite large file sizes. TIFF files are commonly used in desktop publishing and serve as an interface to numerous scanners and graphic arts packages. JPEG/JPG Short for Joint Photographic Experts Group, the original name of the committee that wrote the standard. JPG is one of the image file formats supported on the Web. JPG is a compression technique (eliminates redundant or unnecessary information) that is designed to compress color and grayscale continuous tone images. The information that is discarded in the compression is information that the human eye cannot detect. JPG images support 16 million colors and are best suited for photographs and complex graphics. The user typically has to compromise on either the quality of the image or the size of the file. JPG does not work well on line drawings, lettering or simple graphics because there is not a lot of the image that can be thrown out in the process, so the image loses clarity and sharpness. HOPE worldwide Brand & Graphic Guidelines 19

20 GIF Short for Graphics Interchange Format, another of the graphics formats supported by the Web. Unlike JPG, the GIF format is a lossless compression technique (no data is lost) and it supports only 256 colors. GIF is better than JPG for images with only a few distinct colors, such as line drawings, black and white images and small text that are only a few pixels high. PNG Short for Portable Network Graphics, the third graphics standard supported by the Web (though not supported by all Web browsers). PNG is an improvement on the GIF technique. An image in a lossless PNG file can be 5% 25% more compressed than a GIF file of the same image. Saving, restoring and re saving a PNG image will not degrade its quality Digital Image Definitions Pixel Short for Picture Element, a pixel is a single point in a graphic image. Computer monitors display pictures by dividing the display screen into thousands (or millions) of pixels, arranged in rows and columns. The pixels are so close together that they appear connected. The number of bits used to represent each pixel determines how many colors or shades of gray can be displayed. For example, in 8 bit color mode, the color monitor uses 8 bits for each pixel, making it possible to display 2 to the 8th power (256) different colors or shades of gray. On color monitors, each pixel is actually composed of three dots a red, a blue, and a green one. Ideally, the three dots should all converge at the same point, but all monitors have some convergence error that can make color pixels appear fuzzy. Resolution Refers to the sharpness and clarity of an image. The term is most often used to describe monitors, printers, and bit mapped graphic images. In the case of dot matrix and laser printers, the resolution indicates the number of dots per inch. For example, a 300 dpi (dots per inch) printer is one that is capable of printing 300 distinct dots in a line 1 inch long. This means it can print 90,000 dots per square inch. HOPE worldwide Brand & Graphic Guidelines 20

21 CMYK Short for Cyan Magenta Yellow Black, and pronounced as separate letters. CMYK is a color model in which all colors are described as a mixture of these four process colors. CMYK is the standard color model used in offset printing for full color documents. Because such printing uses inks of these four basic colors, it is often called four color printing. RGB Short for red, green, blue monitor, a computer monitor requires separate signals for each of the three colors. All color computer monitors are RGB monitors. When using JPEG or GIF images for the Web, they need to be saved in RGB color. Pantone (PMS) A popular color matching system used by the printing industry to print spot colors. Most applications that support color printing allow you to specify colors by indicating the Pantone name or number. This assures that you get the right color when the file is printed, even though the color may not look right when displayed on your monitor. HOPE worldwide Brand & Graphic Guidelines 21

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