2016 - rebuilding together together brand guidelines 3 introduction you are a brand ambassador and...

Brand Guidelines2016

Rebuilding Together March 2016

Table of Contents

I. Introduction 3

II. The Rebuilding Together Brand 4

III. Logo Usage 5 National Logo 5

AffiliateLogo 9

Together We Transform 13

Incorrect Usages 18

IV. ColorPalette 19

V. Typography 20

VI. Photography 21

VII. Advertising 25

VIII. Contact Information 26

Rebuilding Together Brand Guidelines 3

Introduction

You are a brand ambassador and are central to creating greater awareness of Rebuilding Together’s vision of a safe and healthy home for every person.

It is through your work that the Rebuilding Together brand is brought to life in meaningful ways. With your consistent use of the brand in your community, Rebuilding Together’s brand promise — repairing homes and revitalizing communities — becomes a powerful voice in building stronger engagement with Rebuilding Together across the country.

The Rebuilding Together Brand Guidelines will help us worktogethertopresentaunifiedimage,reinforceourpurpose and solidify Rebuilding Together’s role as a leadingnationalnonprofitinsafeandhealthyhousinganda community revitalization partner. The brand guidelines are not meant to stifle your creativity — there is room for local customization — but it is our hope that you will follow these guidelines as you develop your own communications and reinforce the Rebuilding Together brand.

ABOUT REBUILDING TOGETHER

Rebuilding Together is a leading national nonprofit in safe and healthy housing with more than 40 years of experience.Together, with our corporate and community partners, we transform the lives of low-income homeowners by improving the safety and health of their homes and revitalizing our communities. Rebuilding Together’s local affiliates and nearly 100,000 volunteers complete about 10,000 rebuild projects nationwide each year. Learn more and get involved at rebuildingtogether.org.


The Rebuilding Together Brand

Branding is creating a consistent image that delivers on our promise of value and builds awareness of Rebuilding Together. Branding is not marketing (e.g. a logo, tagline or campaign). The Rebuilding Together brand shapes our strategies and guides the way we think (our position), act (our values) and communicate (our voice).

The stories you share, the images you select, and the marketing strategies you create should be reflective of the Rebuilding Together brand.

BRAND VISION

Brand Identity Building Blocks

BRAND MISSION

CORE VALUES

REASONS TO BELIEVE

BRAND PROMISE

BRAND ESSENCE

BRAND PERSONALITY

A safe and healthy home for every person.

Together we transform the lives of low-income homeowners by improving the safety and health of their homes and revitalizing our communities.

Compassionate, Respectful, Resourceful, Collaborative, Trustworthy, Empowering

Flexible, turnkey, local, integrated, investment, quality, tangible solutions, lasting impact

We repair homes and revitalize neighborhoods to empower individuals, families and communities.

Investing in change that postively impacts low-income homeowners and transforms the local communities we serve.

Character Traits: Dedicated, Compassionate, Trustworty, Non-judgmental, etc.

Behavioral Traits: Can-do Attitude, Hard-working, Results-oriented, Professional, Empowers others by believing and supporting them, etc.

VISUAL IDENTITY

VOICE, TONE AND MANNER

* Meredith Xcelerated Marketing (MXM) provided pro bono services in helping Rebuilding Together strengthen its brand identity.


ThenationaloraffiliateRebuildingTogetherlogomustappearat least once in print and online materials. The national or affiliatelogoshouldbereproducedfromtheartworkprovidedbythenationaloffice,availablefordownloadfromtheaffiliatetoolkit section of www.rebuildingtogether.org or by contacting [email protected].

Logo Usage | National Logo

PRIMARY SIGNATUREAlways appears with the logotype set flush left and to the right of the symbol.

Thestackedconfigurationworksbestonletterhead and websites.

SECONDARY SIGNATUREAlways appears with the logotype set flush left and to the right of the symbol.

Thishorizontalconfigurationisbestusedforbanners and products.

http://www.rebuildingtogether.org

mailto:communications%40rebuildingtogether.org?subject=



CLEAR SPACEAllow clear space equal to the height of the lowercase letter “t” in the word “Together” on all sides of the logo. This rule applies to both the stacked and horizontal versions of the logo.

SIZEMinimum width on printed materials is 1” when using the stacked version of the logo and 1.625” when using the horizontal version of the logo; height is proportional to that measurement.

Minimum Sizes

1” 1.625”

National logos are available for download from the affiliatetoolkitsectionofwww.rebuildingtogether.org.




PLACEMENTLogo can be placed over light backgrounds, dark backgrounds and full-color images (not preferred) as long as it is legible. Any additional copy around the logo needs to follow the clear space boundaries outlined in the guide.



2-COLORon light background

1-COLOR BLACK

1-COLOR AND REVERSE WHITEon dark background

1-COLOR REVERSE WHITE

GRAYSCALE(100% black and 50% black)

1-COLOR GREEN


Logo Usage | Affiliate Logo

Theaffiliatelogoisanimportantcomponentinshowcasingyour local impact and your association with a national nonprofitorganization.Byconsistentlyapplyingyouraffiliatelogo on all communications and marketing materials, you will help raise awareness of the Rebuilding Together brand — both locally and nationally.

AFFILIATE GUIDELINESAffiliatenamesshouldbesetinblack.

Use uppercase and lowercase lettering for the affiliatelocation.

Leftalignyouraffiliatenamewiththe“R”intheword“Rebuilding.”Youraffiliatenameshouldbegin just below the space equal to the height of the lowercase letter “o” in the word “Together.”

Thesizeoftheuppercaselettersinyouraffiliatename should be equal to the height of the lowercase letter “o” in the word “Together.”

Use the font Roboto Condensed Regular for your affiliatename.

This is a new, open-source font from Google. It is availablefordownloadforyouraffiliate’swebandprint applications at www.google.com/fonts.

Broward County

Broward County

Allaffiliatelogosareavailablefordownloadfromtheaffiliatetoolkitsectionofwww.rebuildingtogether.org.

http://www.google.com/fonts




CLEAR SPACEAllow clear space equal to the height of the lowercase letter “t” in the word “Together” on all sides of the logo. This rule applies to both the stacked and horizontal versions of the logo.

SIZEMinimum height on printed materials is 0.5625” when using the stacked version of the logo and 0.5” when using the horizontal version of the logo; width is proportional to that measurement.

0.5625”

Minimum Size

0.5”




1-COLOR BLACK

1-COLOR AND REVERSE WHITEon dark background


GRAYSCALE(100% black and 50% black)

1-COLOR GREEN


Logo Usage | Together We Transform

TOGETHER WE TRANSFORMOnlyTogetherWeTransformandlocalaffiliateidentifiersshouldbelockedwiththenationalRebuilding Together logo.

TOGETHER WE TRANSFORM AFFILIATE LOGO

Together We Transform will serve as the new marketing cornerstone for Rebuilding Together as we strive to increase the visibility of our organization’s work and the impact of our corporate and community partners in helping us serve homeowners. We also view Together We Transform as an internal rallying call for our network to work together to revitalize the brand.

Rebuilding TogetherPeninsula



AFFILIATE GUIDELINESAffiliatenamesshouldbesetinblackandvertically centered with the dividing rule.

Use uppercase and lowercase lettering for the affiliatelocation.

Use the font Roboto Condensed Regular for the“RebuildingTogether”onthefirstline,then Roboto Condensed Boldforyouraffiliatelocation.

The dividing rule is black. Its height should be equal to the height of the Together We Transform logo.

Spacing on each side of the dividing rule should be equal to the width of the “WE” in “Together We Transform.”

When the Together We Transform logo is at a width of 1.625” the dividing rule is 1pt thick and theaffiliatenamefontis13ptwithaleadingof16pt and tracking of 50.

Scaling up or down should be done proportionately.

AllTogetherWeTransformaffiliatelogosareavailablefordownloadfromtheaffiliatetoolkitsectionof www.rebuildingtogether.org.




1.625” 1pt

font: 13ptleading: 16pt



CLEAR SPACEAllow clear space equal to the width of the “we” in “Together We Transform” on all sides of the logo.

Fortheaffiliatelogo,usetheheightofthe“Together” in “Together We Transform” on all sides of the logo.

SIZEMinimum height on printed materials is 0.5” for the horizontal logo and 1.125” for the verticallogo.Minimumheightfortheaffiliateversion is 0.5”. Width is proportionate to these measurements.

Minimum Size

0.5” 1.125”

0.5”





1-COLOR BLACK


GRAYSCALE(100% black, 75% black and 50% black)


Logo Usage | Incorrect Usages

Do not use on busy backgrounds or where readability is jeopardized

Do not substitute any other typefaces with those established

Do not rearrange or alter the establishedconfigurations



Broward County

Broward County

Do not color or tint the typefaces

Do not skew, horizontally or vertically scale the signature

Do not alter the colors of the logotypes


DARK GREEN

YELLOW GREEN

PANTONE 390

CMYK C 27 M 4 Y 100 K 0

RGB R 198 G 209 B 46

HEX #C6D12E

ORANGE

PANTONE 166

CMYK C 2 M 61 Y 76 K 0

RGB R 239 G 128 B 77

HEX #EF804D

RT GREEN

PANTONE 368

CMYK C 57 M 0 Y 100 K 0

RGB R 122 G 193 B 67

HEX #7AC143

LIGHT GRAY

PANTONE COOL GRAY 1

CMYK C 3 M 2 Y 2 K 0

RGB R 244 G 244 B 244

HEX #F4F4F4

PANTONE 364

CMYK C 57 M 0 Y 100 K 60

RGB R 53 G 100 B 27

HEX #35641B

DARK GRAY

PANTONE 439

CMYK C 64 M 56 Y 55 K 32

RGB R 84 G 84 B 85

HEX #545455

RED

PANTONE RED 032

CMYK C 0 M 90Y 75 K 0

RGB R 239 G 64 B 68

HEX #EF4044

GOLD

PANTONE 1235

CMYK C 0 M 35 Y 84 K 0

RGB R 251 G 176 B 66

HEX #FBB042

BEIGE

PANTONE 7506

CMYK C 1 M 11 Y 26 K 0

RGB R 251 G 226 B 191

HEX #FBE2BF

DUSTY GREEN

PANTONE 557

CMYK C 44 M 9Y 35 K 0

RGB R 146 G 193 B 175

HEX #92C1AF

BLUE

PANTONE 312

CMYK C 80 M 25 Y 20 K 0

RGB R 6 G 150 B 183

HEX #0696B7

DARK BLUE

PANTONE 315

CMYK C 80 M 25 Y 20 K 50

RGB R 0 G 90 B 110

HEX #005A6E

Color Palette


Typography

Roboto CondensedLIGHT abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

LIGHT ITALIC abcdefgh i jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

REGULAR abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

ITALIC abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

BOLD abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

BOLD ITALIC abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Source SansLIGHT a b cd e fg h i j k l m n o p q rs tu v w xyz A B C D E FG H I J K L M N O P Q RST UV W X YZ 1 2 3 4 5 6 7 8 9 0

LIGHT ITALIC a b cd e fg h i j k l m n o p q rs tu v w x yz A B C D E FG H I J K L M N O P Q RST UV W X YZ 1 2 3 4 5 6 7 8 9 0

REGULAR abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

ITALIC a b cd e fg h i j k l m n o p q rs tu v w x yz A B C D E FG H I J K L M N O P Q RST UV W X YZ 1 2 3 4 5 6 7 8 9 0

BOLD abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

BOLD ITALIC abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ12345 6 7 8 9 0

Successful typography helps convey the message being delivered without distracting the reader. Typography should be subtle and understated, yet consistency is important.

Our primary font is Roboto Condensed. It is available for downloadforyouraffiliate’swebandprintapplicationsatwww.google.com/fonts.

Our secondary font is Source Sans Pro. It is available for downloadforyouraffiliate’swebandprintapplicationsatwww.google.com/fonts.




Photography

Helpful HintsPhotography is an important component in telling the story of Rebuilding Together. Photos are one of the most effective ways to evoke emotion and encourage people to take action. Pictures are one of the only tangible storytelling takeaways that you, your volunteers, your sponsors and partners have from a project or event. Capture a moment. Tell a story. Use photography to tell people who we are, and why our work is important.

AUDIENCE

When taking pictures, keep the following considerations in mind:

LIGHTING

FOCUS

SAFETY

BRANDING

COMPOSITION

CAMERA

CAPTIONS

Consider your audience. Will they know what’s going on? Engage them emotionally.

Is there adequate lighting?

Is the subject of each shot in focus?

Does the picture demonstrate appropriate safety (e.g. safety glasses on when using power tools)?

Is there visible branding (include not only Rebuilding Together branding but also your corporate partners — encouraging them to share photos with their stakeholders)?

Get in the action! Don’t be afraid to get up close and personal with photo subjects. Try to capture faces as much as possible. Most of the time volunteers will be working with their backs to the camera but faces evoke emotion, making for stronger photos.

If possible, use a camera. Cell phones are convenient for taking photos, but a digital camera can improve your photo quality.

Take notes! Who is in each picture? What day was it? Who took the picture? Where was the photo taken? If you want press to use your photos, the minimum requirements include identifying the keyfiguresintheshot,thedate,thelocation,andwhoshouldbecredited.

Example: Swinerton volunteers and Rebuilding Together President Caroline Blakely attend the 21st Annual Kickoff to Rebuild on February 5, 2016 in San Francisco. (Photo by Don Feria/AP Images for Rebuilding Together)


INCLUDE:

Groups of volunteers with signs before work

Groups of volunteers at work

Individual volunteers at work

Shots that include signs and branding with volunteers at work

Shots of the homeowner

Shots of the homeowner and family interacting with staff and volunteers

Shots of the home with the homeowner, particularly when the homeowner is interacting with their home (e.g. using the sink, sitting climbing the steps, cooking)

Beforeandaftershotsofspecificworkareas–trytostand in a similar place and angle for the after shot, so we can visually show a change

Volunteers with the homeowner

Keyattendinggovernmentofficialsorsponsorrepsaddressing volunteers, interacting with homeowners

Photography

Here are suggestions regarding project photography:

AVOID:

Before and after pictures where the difference isn’t readily obvious (e.g. panel boxes, HVAC units, etc.)

Shots of sponsor signs in front of new supplies and/or materials

Shots of toilets (includes porta-potties on site)

Shots of dumpsters (includes piles of trash, debris, etc.)

Staged shots that look too contrived; try for candid, genuine photos

Shots of volunteers standing on ladders or doing roof work (for liability issues)

before

after


Photography

BRAND YOUR PHOTOSAdd your logo to the photos you post on social media. Make sure your logo can be read but is not too big so as to be distracting.

Make sure the logo is placed preferably in the corner of the photo, and never directly on the border of the photo. Do not cover anyone’s face or any other important element of the photo with your logo.

KEEP IN MIND Press will most likely reject photos that include your logo. Provide them withtheoriginalfileandacaption.

WhenusingtheTogetherWeTransformaffiliatelogo, place it on a dark green bar (see color paletteonpage19)thatstretchesacrosstheentire bottom or top of photo.


Photography

Photos are a highly effective way to share your work, always share photos of your projects on social media and your website. Using photos on social media will increase the likelihood of your posts being seen and shared.

Include photos in your fundraising materials to illustrate your work for potential donors. Sharing photos of volunteers having fun while working on a project will also help in your recruitment efforts.

Store your photos in an organized fashion, always include a date, place and names of those involved as you save thephotostoensureyoucanfindthemagainandgiveyourself the option to show the continuity of your work.


Advertising

In 2015, Rebuilding Together rolled out an awareness campaign in San Francisco in conjunction with Kickoff to Rebuild. The advertising campaign appeared on transit cars, buses, billboards and kiosks. Based on that campaign, advertising templates have been createdfortheaffiliatenetwork.Thesetemplatesareavailablefordownloadfromtheaffiliatetoolkitsectionof www.rebuildingtogether.org.

Visit rebuildingtogether.org

It’s about more than a house.It’s about a home.

North Central Florida

For questions and requests regarding Rebuilding Together’s brand guidelines, pleasecontactthenationalofficeatcommunications@rebuildingtogether.org.

Contact


mailto:communications%40rebuildingtogether.org?subject=

2016 - rebuilding together together brand guidelines 3 introduction you are a brand ambassador and...

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