2013 lifenet texas brand system

Brand Guidelineslifenet texas

Secondary Color Palette

Table of Contents

IntroductionWho We AreOur Signature, RevitalizedBrand TypographyPrimary Color PaletteSecondary Color PaletteBrand CharacteristicsMission ProngsBrand ArchitectureAnnual CampaignsKey MessagesOur BoilerplateStationaryEmail Signature

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Introduction

So many accomplishments behind us. So much more to do.

Thanks to those who brought us this far, we own a history of providing quality care in our community. But standing still means falling behind. Our opportunity to grow, by appealing to new supporters while strengthening existing bonds, requires us to:

• Keep our brand up to date and relevant

• Unify our look to get the greatest possible brand recognition

• Eliminate confusion through consistent tone and messaging

• Use our refreshed brand to signal broader change, such as our work in child and adolescent and addiction therapy

• Foster clarity and cooperation among volunteers and staff through a unified, cohesive brand

Who we are

We’re still us, just reenergized.

We haven’t stopped doing what we do or being who we are, We simply took stock of how we see ourselves and how we come across to others. The essentials are largely unchanged - just restated in an updated, positive, energetic and accessible way.

Who we are

Culture StatementWe are Lifenet Texas: empowered, optimistic, focused and forward thinking; personally accountable for our results; and welcoming to all who wish to join us in our efforts to help people rebuild their lives.

Our MissionTo rebuild lives.

Our VisionA community empowered to find solutions for mental disorders, homelessness, unemployment, addiction and hunger.

Our Signature, Revitalized

We’re different. What’s not and why.

OUR NAME now includes our location, to help people know that we’re a locally based organization. We also shifted our type to all lower case, it’s more contemporary and also more approachable.

OUR LOGO now consists of two elements, the logotype and tagline, instead of three. When the logotype is locked together with our tagline, we refer to the logo as our signature.

OUR LOGOTYPE is a light blue instead of aqua — still strong, but not as heavy or dense. The font is fresh but substantial, robust and no-frills. Just like us.

OUR TAGLINE still communicates the same central message that we are here to help people find stability in their life, but it restates it in a fresh new way.

From time to time, the logo appears without messaging or context, such as on a banner at an event where the participants may not be familiar with our organization. In those instances, please use this tagline.

If the 214.221.5433 phone number appears with the logo, it shouldbe set in Gill Sans, regular type. The color should be thesame as the logotype, and the positioning should be exactly asshown. The URL is handled the same way.

We believe this offers a more simple, relatable feel to our brand. It’s a kind of personal touch that encourages people to reach out to us for help. And when they do, it speaks to the warmth of our talented staff of professionals.

we’re rebuilding lives

214.221.5433

lifenettexas.org

mental disorders • homelessness • unemployment • addiction • hunger

lifenet texas

lifenet texas

lifenet texas

lifenet texas

Brand Typography

Used In Text

Lifenet Texas now appears in titlecase type when it’s used in text.

The URL always appears in lowercase in keeping with the most widely accepted URL conventions. Likewise, we don’t use the www prefix, since it’s no longer needed in contemporary usage, unless there’s a need for a hyperlink.

Primary fontsUse these fonts for basic body text. They also appear in sub-brand names and program names.

Gill SansLightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

Helvetica NeueLightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()


VerdanaRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()


TimesRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()


Secondary FontsUse these for headlines and other bold statements in marketing materials.

Electronic FontsUse these fonts as substitutes when Gill Sans and Helvetica Neue are not available.

Optional FontsThese fonts can be used for body text in long-format documents.


White, Blue and GrayC 0 M 0 Y 0 K 0R 255 G 255 B 255#FFFFFFWhite

C 53 M 0 Y 0 K 0R 0 G 145 B 201#0091C9PANTONE 640 C

Gray and Black

C 21 M 14 Y 14 K 38 or 60% BlackR 147 G 148 B 149#898D90PANTONE 423 C

C 38 M 28 Y 21 K 63R 86 G 89 B 92#4D525APANTONE 425 C

White Blue Gray

Primary Color Palette

C 38 M 28 Y 21 K 63 or 80% BlackR 86 G 89 B 92#56595CPANTONE 425 C

C 0 M 0 Y 0 K 100R 35 G 31 B 32#23LF20PANTONE Process Black C

Gray and black are used for text. The logo only appears in black

when color is not available.

lifenet texas

Mental Disorderslifenet texas C 36 M 0 Y 42 K 0

R166 G 214 B170#A6D6AAPMS 344

C 64 M 1 Y 78 K 0R 98 G 187 B 108#62BB6CPMS 7489

Homelessness

C 40 M 1 Y 2 K 0R 145 G 212 B 240#91D4F0PMS 297

C 61 M 7 Y 0 K 0R 75 G 187 B 235#4BBBEBPMS 298

Unemployment

C 8 M 54 Y 28 K 0R 227 G 141 B 150#E38D96PMS 701

C 12 M 88 Y 65 K 2R 208 G 67 B 81#D04351PMS 710

Addiction

C 6 M 43 Y 76 K 0R 234 G 157 B 84#EA9D54PMS 157

C 14 M 63 Y 100 K 2R 211 G 117 B 40#D37528PMS 7412

Hunger

C 37 M 64 Y 100 K 31R 127 G 81 B 33#7F5121PMS 464

C 49 M 63 Y 99 K 52R 84 G 61 B 22#543D16PMS 462

Dark Shade Gray Blue

green

light blue

red

orange

brown

Secondary Color Palette

lifenet texas

lifenet texas

lifenet texas

lifenet texas

Light Shade

C 8 M 0 Y 9 K 0R 232 G 244 B233#E8F4E9PMS Pastel 9540

C 20 M 2 Y 4 K 0R 199 G 2228 B 238#C7E5EFPMS Pastel 9441

C 2 M 18 Y 7 K 0R 245 G 214 B 218#F5D6DAPMS 670

C 4 M 24 Y 40 K 0R 242 G 197 B 155#F2C59BPMS 720

C 30 M 60 Y 100 K 17R 158 G 101 B 39#9E6527PMS 730

Brand VoiceWhat we say speaks volumes. So does how we say it.

Just as we recognize the voice of a person we know well, we recognize the voice of a familiar brand. A brand voice can be sophisticated or casual, personable or businesslike, cheerful or serious. Its tone may vary depending on the subject matter or occasion, but it still remains true to the essence of the speaker or brand.

So, what are the characteristics of Lifenet’s brand voice? It’s strong and confident, warm and caring, intelligent but conversational. Remember, we want to considered an authority on important issues that affect our community, but we need to be a trusted friend during these times. We must remain approach-able to all who seek help.

At the same time, we want to be contemporary and upbeat, energetic and optimistic. When we speak or write on behalf of the brand, our words should reflect those qualities. We are empowering others with solutions. Lifenet is a dynamic organization full of talented people who make a difference in people’s lives.

Brand Characteristics

Mental DisordersYoung Minds, the activation component for donors, sponsors, agencies and other community partners who support the youth mental disorder prong of our mission. Young Minds is represented using the typography shown.

Yellow is the primary color to our Young Minds program, using the PMS match to the right. This brand can appear in yellow (as shown), a color-reverse (white lettering on yellow) or a multicolored background (next page).

Mission Prongs

YOUNG MINDS

Young Minds

UnemploymentLifenet Services, the activation arm of our unemployment mission prong, appears in a logotype form to the right and appears stacked with the first letter of each word capped when used in text.

Red is the primary color, but can also show in color reverse (white on red).

lifenet

C 8 M 54 Y 28 K 0R 227 G 141 B 150#E38D96PMS 701

C 12 M 88 Y 65 K 2R 208 G 67 B 81#D04351PMS 710

C 2 M 18 Y 7 K 0R 245 G 214 B 218#F5D6DAPMS 670

C 0 M 11 Y 37 K 0R 255 G 225 B 171#FFE1ABPMS 7507

C 1 M 29 Y 85 K 0R 251 G 186 B 64#FBBA40PMS 136

C 1 M 6 Y 17 K 0R 252 G 237 B 212#FBEDD5PMS Pastel 9160

lifenet

Mental DisordersMission Prong 1

HomelessnessMission Prong 2

UnemploymentMission Prong 3

AddictionMission Prong 4

HungerMission Prong 5

YOUNG MINDS

Summer Breakfast

End of Year

Cam

paig

nsPr

ogra

ms

Brand Architecture

North Texas Giving Day

SERVED BY LIFENET AT

LifeNetwe’re rebuilding lives

2012

YOUNG

MINDS

ONE HUNDRED NINETEEN

462FAMILIES HOUSED

OUR INNOVATIVE SOLUTIONS KEPT

P E O P L E O U T O F D A L L A S C O U N T Y J A I L

99200+

24/7/365CRITICALLY ILL TEXANSBACK TO WORK

RETURNED

PROGRAM TO HELP PROTECT

HELP BY THE NUMBERSA journey through twelve months of hard work, meaningful objectives and the people and organizations that help shape LifeNet and make North Texas a better place to live.

119

YEARS

NORTH TEXAS

ROCKWALLNOW HELPING

COUNTY

TREATMENT HOMELESSNESS UNEMPLOYMENT

KIDS/TEENS

5,497NORTH TEXANS SERVED IN 2012

1,189

ADDICTION

36SERVINGEXAEXAEX SASA

NEW

TE

RETURNE

462S HOU

#1PROVIDER OFPERMANENTSUPPORTIVEHOUSING

RECEIVED CARE

TEXA

S

Annual ReportGolf Tournament

Holiday Donation Drive

Programs and Events

Lifenet has lots of moving parts, working together as a whole.

While everything we do moves toward the same destination — a community empowered to find solutions to help rebuild lives — we approach it through various pathways, taking several routes.

Our mission has five areas of focus: mental disorders, homelessness, unemployment, addiction and hunger. Our goal is that each prong of the mission will have its own marketable program and supporting fundraising campaign. At this time, most of our fundraising events, such as our golf tournament, cut across all three.

With so much going on, it’s important to unify our elements working together to support the overall brand — instead of competing with it. That’s why we’ll keep the number of subbrand logos to a minimum, spending time to make them sellable from the start and align them with our signature in support of our organizational mission.

lifenet

Fund

rais

ing

November - DecemberSpread the Warmth, Lifenet’s Holiday Donation DriveSpread the Warmth is the name for our annual holiday event that helps us meet a basic clothing need for our clients who live in Lifenet housing. Additionally, it builds awareness of Lifenet’s mission area to house the homeless and encourages people to contribute goods or funds in support of our work.

NovemberLifenet Texas Classic, Lifenet’s Golf TournamentThe Lifenet Texas Classic fundraising event is represented by the logo as it appears here. This annual event helps us engage the public in a familiar way and provides us an opportunity to activate community partnerships that we’ve cultivated throughout the year.

JulyJOURNEYS, Lifenet’s Summer BreakfastThis event provides Lifenet with an opportunity to showcase our mission in a personal way by sharing the success stories of our clients. This event is made possible through the support of community partners and relies on strong board participation.

Annual Campaigns

Here are the message points that are central to Lifenet’s mission areas:

• Lifenet Texas’ mission is to help people rebuild their lives.

• Lifenet Texas provides solutions in 5 areas: mental disorders, homelessness, unemployment, addiction and hunger.

• Lifenet Texas is a full-service community mental health center providing care to anyone who needs help.

Key Accomplishment Stats

• Lifenet Texas has served North Texans for more than 35 years.

• In 2012, Lifenet provided mental health care to nearly 6,000 North Texans (5,497).

• Lifenet Texas is the largest provider of housing for the homeless in North Texas. In 2012, we housed 462 people and reunited many families.

• Lifenet put 99 people back to work in 2012 through partnerships with TXDOT, TXDPS, the City of Dallas and the Latino Cultural Center.

• Lifenet Texas has expanded to provide services in Collin and Rockwall County and through the Bridge homeless shelter in downtown Dallas.

• In 2012, Lifenet’s food pantry provided more than 60,000 meals to our local community.

Key Messages

Key Top-Line Stats

Statistics can provide a powerful way to make a point. Here are some you may want to use:

• On average, one in four adults suffer from a diagnosable mental disorder.

• Mental disorders affect kids too. In fact 1 in every 5 child or teen suffers from a mental disorder.

• Texas ranks 49th in the nation for the amount it spends per person for mental health care.

• In 2011, Dallas was home to almost 6,000 homeless people - 48% were women and children.

Our Boilerplate

Boilerplate copy gives a concise, consistent overview of the organization.It is often provided along with media communications and may beincorporated into marketing tools, when appropriate. Ads, posters andother consumer pieces rarely utilize boilerplate copy.

Founded in 1977, Lifenet Texas is the only agency in North Texas that offers all of the solutions necessary to help people rebuild their lives. Led by a talented staff of profes-sionals, Lifenet provides addiction therapy and mental health care treatment to thousands of people each year. Through a strong network of community partners, we help put Texans back to work. And we provide for basic needs by delivering food, shelter and clothing directly to those in need. In fact, Lifenet is the area’s leading provider of housing for the homeless. Lifenet’s services are available to anyone who seeks help. Learn more by visiting lifenettexas.org or calling 214-221-5433.

Founded in 1977, Lifenet Texas is the only agency in North Texas that offers all of the solutions necessary to help people rebuild their lives. This includes assistance with homelessness, mental disorders, addiction, unemployment or hunger. Lifenet’s services are available to anyone who seeks help. Learn more by visiting lifenettexas.org or calling 214-221-5433.

STANDARD BOILERPLATE SHORTER BOILERPLATE

Stationary


9708 Skillman StreetDallas, TX75243-5150

214-221-5433lifenettexas.orgfacebook: lifenettexas




LETTERHEAD

ENVELOPE

BUSINESS CARD (FRONT) BUSINESS CARD (BACK)

lifenet texas

lifenet texas




Person’s NameJob Title

unemployment • addiction • hunger • mental disorders • homelessness • unemploy ness • unemployment • addiction • hunger • mental disorders • homelessness • une

214-221-#### direct214-221-#### [email protected]

lifenet texas

Subject: HomelessnessFrom: Jane Smith <[email protected]>Date: June 17, 2013 1:52:42 AM CSTTo: Johnny Jones <[email protected]>

Dear Mr. Jones,

Lifenet’s goal is to help people find solutions to help them rebuild their lives. Today, one in four people in Texas suffer from mental illness. We can use your help.

Click here if you would like to invest in the future of North Texas. Thanks for supporting Lifenet Texas.

Jane SmithVice President of Inspiration

Lifenet Texas9708 Skillman StreetDallas, TX 75243-5150214-221-54## direct214-418-#### [email protected] inspired at lifenettexas.org

Email Signature

STEP 1: Open Outlook. Go to “Tools” > “Options.”

STEP 2: Then we will click on the “Mail Format” tab at the top, then “Signatures.”

Change Your Email Signature

Email Signature

Your email signature is one of the most popular ways people identify with our brand.

Please use the instructions to make a change to your email signature. If you have any questions, please see your supervisor or email the marketing team.

STEP 3: Click on “New” and type in your name for the signature. Click “Ok.”

STEP 4: Copy the text to the right and paste it directly into the field below “Edit Signature.” Change the information pertaining to you: name, number (mobile and direct), email, etc. Notice the separation between the title and the organization’s name. Now save and close.

Jane SmithVice President of Inspiration

Lifenet Texas9708 Skillman StreetDallas, TX 75243-5150972-555-5555 direct972-555-5551 [email protected] inspired at lifenettexas.org

IMPORTANT: Gill Sans or GIll Sans MT, sized at 10,

is the required font.

Please use the font tools available in the signature box to reformat as

necessary.

Every so often, Lifenet’s marketing team will ask you update your signature by changing the call to action to support a specific Lifenet campaign or event. To do this, you’ll simply follow the steps above toreplace the existing text with the new language emailed to you.

Sample “Call to Action”Become inspired at...Share the Warmth by...Learn more about homelessness at...

:

Email Signature

2013 lifenet texas brand system

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