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what matters.

Brand Identity Guidelines Version 1.0 United Way of America 2004


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Introduction

1.1 Building our brand

1.2 Vision, mission and positioning

1.3 Using the brand identity guidelines

Brandmarkusage

2.1 Our new brandmark

2.2 Brandmark: Full-color

2.3 Brandmark: One-color

2.4 Brandmark: Background control

2.5 Brandmark: Special usage

2.6 Brandmark: Minimum size2.7 Brandmark: Unacceptable uses

2.8 Our new brandmark with tagline

2.9 Tagline: Lockup

2.10 Tagline: Flexible placement

2.11 Tagline: Color treatments

2.12 Tagline: Examples

2.13 Our new brandmark and localization

2.14 Localization: Vertical lockup

2.15 Localization: Horizontal lockup

2.16 Localization: Flexible placement

2.17 Localization: Serving multiple areas

2.18 Localization: Color treatments

2.19 Localization: Examples

2.20 Localization and tagline together

2.21 Localization and tagline: Unacceptable uses

2.22 Key to file naming

2.23 Artwork finder

Support elements

3.1 Color palette

3.2 Impactgraphic

3.3 Impact graphic: Color

3.4 Typography

3.5 Imagery

3.6 Grids

3.7 Brandmark placement

Sample applications

4.1 Brand identity: System overview

4.2 Brochures: Front and back covers

4.3 Brochures: Interior spreads

4.4 Newsletters

4.5 Reportcovers

4.6 Posters

4.7 Print advertisements

4.8 Website

4.9 Exterior signage

4.10 Interior signage

Contents United Way Brand Identity Guidelines Version 1.0 United Way of America 2004


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Introduction


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1.1 Introduction United Way Brand Identity Guidelines Version 1.0 United Way of America 2004

Building our brand

Founded upon a unique heritage of voluntarism and community building,United Way has served generations of Americans from all walks of life, providing both fund-raising and organizational resources to local charitable agencies.

Today, United Way is the nation's leading community impact organization,investing in and activating the resources that make the greatest possibleimpact in communities across America. We bring communities together tofocus on their most important needsbuilding partnerships, forging consensusand leveraging resources in order to make a sustainable change in conditions.

We have a significant opportunity to build upon our traditional strengths, aswell as to signal our organizations movement towards a more meaningful andpowerful missionmeasurable community impact. Now is the time to declarewhat we stand for, what we value and what we are determined to achieve.This is the foundation of our brand promise. We fulfill our brand promise to all

of our stakeholders by serving our communities with diligence and integrity.


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Vision, mission and

positioning

VisionThe vision we embrace is that United Way will build a stronger Americaby mobilizing our communities to improve peoples lives.

MissionOur mission is to improve lives by mobilizing the caring power of communities.

Positioning We recognize that a change in the approach to community buildingis necessary to improve conditions in the communities we serve.United Way is determined that it can best fulfill its mission by shiftingits role from fundraiser to leading community impact organization.


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Using the brand identity

guidelines

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 our

communities, our partners, and our investors experience the United Way brandthrough our deeds, as well as through the verbal and visual messages we 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. Along

with the brandmark, typography, color palette and other visual elements,specific directions are included to help you manage your visual communicationmaterials. By accurately implementing this brand identity system, you protectthe equity of the United Way brand and better support its repositioning.


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Our new brandmark The most fundamental visual element of a brandidentity is its brandmark. The new United Waybrandmark signals a change for a new approachto the future while preserving the heritage of our past.

The evolution of our brandmark is most dramaticin its new configuration. The symbol is nowjoined together with the United Way name ina permanent, bold alliance. Its holding deviceis a simple rectangular shape that is unifying and inviolable.

The original components of our traditionalbrandmarkthe rainbow of hope, the hand

of support and the person as a symbol of humanityhave been maintained becausethey are still effective in communicating important United Way brand characteristicscaring, inspiring, trustworthy and approachable.

The changes to these key elements are intendedto express new brand characteristicsinnovative,

dynamic and results orientedcharacteristicsthat we need to help us achieve our communityimpact mission.

2.1 Brandmark usage United Way Brand Identity Guidelines Version 1.0 United Way of America 2004

Brandmark

Customizedletterforms Helping hand

symbol


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Brandmark:

Full-colorThe full-color version of the United Way brandmarkis the primary brandmark of the identity system.It is strongly recommended that this version beused in branded applications whenever possible.

Pantone, CMYK and RGB reproduction files of thefull-color brandmark are available for specific

application requirements. See the artwork finderon page 2.23 for complete specifications and files.

Note:As one of our most important assets, the

brandmark must always appear as shown onthis page or in one of the color variationsdescribed in these guidelines. Never attemptto redraw or rescale the brandmark or addother graphic elements to its presentation.We must use a trademark symbol (TM) withthe brandmark to ensure our legal rights areprotected. Always display the trademarksymbol (TM) in the position indicated.


The preferred brandmark is full-color


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Brandmark:

Background controlBackground colors and graphics can easilyoverpower or compete with brandmarks.A white outline has been built into the artworkto maintain separation between the United Waybrandmark and the backgrounds where it willappear. This outline will not appear whenthe brandmark is staged on a white background.


The white outline helps the brandmark stand out from any kind of background


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Brandmark:

Special usageThe special usage United Way brandmarks areused when printing on colored surfaces, orscreening of inks is not possible. This may occurwhen reproducing on plastic, glass, metal,fabric or other materials used for merchandiseor signage. For printed materials, thesebrandmarks may only be used when the methodof reproduction is faxing and photocopying

or the surface of the paper is a color otherthan white. For example, this may occur whenprinting a black & white laser print on bluepaper. When printing on white paper, thefull-color or one-color brandmarks should beused at all times. See the artwork finder onpage 2.23 for complete specifications and files.

Note:These brandmarks should never appear on a

website, four-color brochure, one-color brochureor any other application where a full-color orone-color brandmark is useable.

The special usage brandmarks may not bereproduced in any color other than United WayBlue, black and white.


Blue special usage brandmark

Black special usage brandmark

White special usage brandmark


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Brandmark:

Minimum sizeTo ensure the integrity of the United Waybrandmark, do not reduce its width to less than.75 inches for print or special usage, and 90pixels or 1.25 inches for screen applications.Other reproduction methods may requirethe minimum size to be greater than the sizesidentified here.


90 pixels or 1.25" wide .75" wide

Screen Print

.75" wide

Special usage


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Brandmark:

Unacceptable usesThe consistent and correct application of the United Way brandmark is essential.Always follow the standards presented inthese guidelines. The examples on this pageillustrate some of the unacceptable uses of the United Way brandmark.

Note:Never attempt to redraw or rescale the elements

of the brandmark or add other graphic elementsto its presentation.


United Way

Day of Caring

of Anytown

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 phrases insidethe brandmark

Never tilt the brandmark Never distort the shape of the brandmark Never alter the shape of the brandmark

in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark Never rearrange the elements of thebrandmark Never reverse the brandmark to white


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Our new brandmark

with taglineOur 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 afixed lock-up and flexible placement relative tothe brandmark. The tagline always appears in alllower case, Meta Book Roman typeface, followedby a period and trademark symbol (TM).See color, placement and size specifications onthe following pages. Refer to the artwork finder onpage 2.23 for complete specifications and files.

Note:As one of our most important assets, the taglinemust always appear as shown on this page orin one of the color variations described in theseguidelines. Never attempt to redraw or rescalethe tagline in relationship to the brandmark oradd other graphic elements to its presentation.We must use a trademark symbol (TM) with thetagline to ensure our legal rights are protected.Always display the trademark symbol (TM) in theposition indicated.


what matters.

what matters. Lower case Trademark symbol

Meta Book Period


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Tagline:

Lockup treatmentWhen the tagline is locked up with the brandmarkit appears in a fixed position underneath thebrandmark. The size relationship and positionhave been determined for optimal communicationof both the United Way brandmark and thetagline. Both brandmark and tagline must appearwith a trademark symbol (TM).


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 lock up the tagline withthe brandmark. However, in order to protectthe integrity of the brandmark and tagline, youmust place both on the same page in the sizeproportions indicated.

The brandmark is placed at a distance of a half of the symbol square from the right edge of the application and the tagline is placed at thesame distance from the left edge. You may placeboth elements anywhere along their edge aslong as you maintain the distance and the sizerelationship prescribed. However, it is preferredthat the brandmark and tagline appear in closeproximity, especially when there is a large bodyof copy on the same page. Greater flexibilityof placement is allowed when there is little orno body copy on the page.


1U

1U

1/2Square

1/2Square

what matters.

Symbolsquare

Maintain a fixed size relationship between the tagline andbrandmarkwhen using them in the flexible placement treatment


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Tagline:

Color treatmentsThe tagline may appear with the full-colorbrandmark, as well as the one-color and specialusage brandmarks. The color of the brandmarkdictates the color of the tagline. The colorspecifications on this page apply to both thetagline lockup and the flexible placementtreatments. See the color palette on page 3.1for complete color specifications.

Tagline color with full-color and one-colorblue brandmarksWhen using the full-color or one-color bluebrandmark on a light background, the taglineshould appear in United Way Blue.

When used over a dark background, the taglineshould reverse to white.

Tagline color with one-color black brandmark When using the one-color black brandmarkon a light background, the tagline shouldappear in black.

When used over a dark background, the taglineshould reverse to white.

Tagline color with special usage brandmarksWhen using special usage brandmarks, thetagline should always appear in the same coloras the brandmark.

Note:Never use the tagline over a complicated partof an image or a color that hinders its legibility.


what matters. what matters. what matters.

what matters.

what matters.

what matters.

what matters.

what matters. what matters.

Color for tagline lockup and flexible placement treatments


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Tagline:

ExamplesThe consistent and correct application of theUnited Way tagline is essential. The exampleson this page illustrate some of its acceptableuses in both the flexible placement and thelockup treatments.


what matters.

Lorem ipsum dolor sitamet consectetur

Improb pary minuit, los potius inflammad ut 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 brandmark

and localizationWith our focus on community impact, it isimportant that we localize our communications.The brandmark and local identifier shouldbe used on all marketing communications,including print collateral, advertising andwebsite. Localization can be accomplishedin three ways: with two fixed lock-ups and aflexible placement treatment. Regardless of

its placement, the local identifier alwaysappears in first upper case and then all lowercase Meta Bold. See color, placement andsize specifications on the following pages.

Note:The brandmark with local identifier mustalways appear as shown in one of the variationsillustrated in these guidelines. Never attemptto redraw or rescale the local identifier inrelationship to the brandmark or add othergraphic elements to its presentation.


United Way of Anytown Anytown United Way

First upper and then lower case

Meta Bold

United Way of Anytown Anytown United Way


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Localization:

Vertical lockuptreatmentWhen the local identifier is locked up withthe brandmark, it appears in a fixed positionunderneath the brandmark holding shape.The vertical lockup is better suited for verticalformats such as flyers and brochures. Thesize relationship and position have beendetermined for optimal communication of both the United Way brand and location.

Note:The size of the local identifier should neverbe increased larger than specified.


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 brandmark holding shape

Specificationsfor vertical local identifier lockup. The local identifier can extend to maximum three lines The local identifier may be decreased in size to fitin the designatedarea when it extends slightly beyond the width of the brandmark.

When placed on a colored background, the white backgroundcontrol line expands to provide an area to hold the local identifier

United Wayof Metropolitan Dallas

1U

1/2 U1/4 U

1/2 U

1/2 U

white box white box

white 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




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Localization:

Flexible placementtreatment You may choose not to lock up the local identifierwith the brandmark. However, in order toprotect the integrity of the brandmark and localidentifier you must place both on the samepage in the proportions indicated.

The brandmark is placed at a distance of a half of the symbol square from the right edge of the application; and the local identifier is placedat the same distance from the left edge. You mayplace both elements anywhere along the edgeas long as you maintain the distance and thesize relationship prescribed.


United Wayof Johnson County

1/2Square

1/2Square

X

X

X

X

Symbolsquare

Maintain a fixed size relationship between the local identifier and brandmark when using them in the flexible placement treatment


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Localization:

Serving multiple areasSome local United Way organizations servemultiple areas. These areas should not beincluded in the horizontal or vertical lockups.If they must be used with the brandmark, theycan be used in the flexible placement treatmentof the local identifier. They can also be treatedas text within the application.


United Wayof Central Carolinas



or or

United Way of Central Carolinas serving Cabarrus, Mecklenburg,Mooresville-Lake Norman and Union Counties

United Wayof Central Carolinasserving CabarrusMecklenburg

Mooresville-Lake NormanUnion Counties

United Wayof Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman,and Union Counties

1UUnited Way of Central Carolinas serving Cabarrus, Mecklenburg,

Mooresville-Lake Norman and Union Counties

1U1/2 X 3/4 X

Meta Book Italic 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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Localization:

Color treatmentsThe local identifier may appear with thefull-color brandmark, as well as the one-colorand special-usage brandmarks. The color of the brandmark dictates the color of the localidentifier. The color specifications on this pageapply to both the tagline lockup and the flexibleplacement treatments. See the color paletteon page 3.1 for complete color specifications.

Local identifier with full color and one-colorblue brandmarksWhen using the horizontal or vertical lockuptreatment with a full-color or one-color bluebrandmark, the local identifier should alwaysbe United Way Blue. The white backgroundcontrol box will separate it from the background.

When using the flexible placement treatmentof the full-color or one-color blue brandmark ona light background, the local identifier shouldappear in United Way Blue.

When using the flexible placement of the full-coloror one-color blue brandmarkon dark background,the local identifier reverses to white.

Local identifier with one-color black brandmark When using the horizontal or vertical lockuptreatment with a one-color black brandmark,the local identifier should always be black.The white background control box will separateit from the background.

When using the flexible placement treatmentof the one-color black brandmark on a lightbackground, the local identifier should appearin black.

When using the flexible placement of the one-color

black brandmark on a dark background, the localidentifier reverses to white.

Local identifier with special usage brandmarksWhen using special usage brandmarks, the localidentifier should always appear in the same coloras the brandmark.

Note:Never use the local identifier over a complicatedpart of an image or a color that hinders its legibility.


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 Wayof 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:ExamplesThe consistent and correct application of thelocal identifier is essential. The examples onthis page illustrate some of the acceptable usesof both the flexible placement and the lockuptreatments of the local identifier.


Greater Mankato AreaUnited Way

United Wayof Curry County

United Wayof 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

U i d W B d Id i G id li


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Localization & taglinetogetherWhen using both the local identifier and taglineon the same application, one of them must betreated as a lockup, while the other shouldfollow the flexible placement treatment rules.

Note:Never lock up both the tagline and the localidentifier to the brandmark.


AnytownUnited Way

Anytown United Way Anytown

United Way

what matters.

what matters.

or or

what matters.

Choose whether to lockup the brandmark with the tagline or the local identifier

Montgomery AreaUnited Way what matters.

Montgomery AreaUnited Way what matters.

Local identifier vertical lockup with a flexible placement treatment of the tagline Tagline lockup with a flexible placement treatment of the local identifier

United Wa Brand Identit G idelines


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Tagline and localization:Unacceptable usesThe consistent and correct application of thetagline and the local identifier is essential.Always follow the standards presented in theseguidelines. The examples on this page illustratesome of the unacceptable uses of the United Waybrandmarkwith the tagline and the local identifier.

Note:Never attempt to redraw or rescale theelements of the brandmark with the taglineor the local identifier or add other graphicelements in its presentation.


what matters. AnytownUnited Way

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

United Way Brand Identity Guidelines


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Key to file naming

Many custom artwork files have been developedfor the United Way brandmark. These files followa specific naming convention so you may quicklyunderstand the contents of each file and locatethem easily. Each part of the file name is anabbreviated form of information about the file.All file names consist of lowercase letters anduse underscores to separate information.


uw _ _ .3s ful epsCompany

uwUnited Way

Color

4p4-color process(CMYK)

4s4-color spot

3s3-color spot

rgbon-screen applications

bblue

k black

wwhite

Version

fulfull-color

oneone-color

spespecial-usage

Format suffix

epsHi-resolution vectorartwork created inAdobe Illustrator

Use these .eps files tocreate other formats

2 23 B d k United Way Brand Identity Guidelines


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Artwork finder Reproduction art for the United Way brandmarkand the brandmark with tagline lockup isavailable for both Mac and PC in eps format.

The files are available on the United Way BrandIdentity Guidelines CD or may be obtained bycontacting: [email protected]

Use the file name next to each brandmarkvariation to properly identify the file you need.


Three-color spotPantone 287c, Pantone 179c and Pantone 143cFile Name: uw_3s_ful.eps

Four-color spotPMS 287c, PMS 659c, PMS 179c, PMS 143cFile Name: uw_4s_ful.eps

Special usage bluePantone 287cFile Name: uw_b_spe.eps

One-color blackBlack 100%File Name: uw_k_one.eps

Special usage blackBlack 100%File Name: uw_k_spe.eps

Special usage whiteC:0, M:0, Y:0, B:0File Name: uw_w_spe.eps

Four-color processRefer to United Way color palette for color specificationsFile Name: uw_4p_ful.eps

RGBRefer to United Way color palette for color specificationsFile Name: uw_rgb_ful.eps

One-color bluePantone 287cFile Name: uw_b_one.eps


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Support elements

3 1 Support elements United Way Brand Identity Guidelines


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Color palette

It is important that United Way local memberorganizations maintain a consistent appearanceof the brandmark and all visual communicationsacross various media types and materials.Using colors consistently in all communicationswill strengthen brand recognition, create impactand differentiate our programs.

The United Way color palette is comprisedof colors used in the United Way brandmark.In addition, two grays, black and white areincluded for added flexibility and one-colorscenarios. On this page you will find specificationsfor reproducing the United Way colors in avariety of ways.

Note:The colors shown on this page and throughoutthis manual have not been evaluated by Pantone,Inc. for accuracy and may not match the PANTONEColor Standards. For accurate PANTONE ColorStandards, refer to the current edition.

3.1 Support elements y y Version 1.0 United Way of America 2004

Pantone 287

C:100 M:74 Y:0 K:0

R:16 G:22 B:127

United Way Blue

Pantone 287C at 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:85 Y: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:08

R:54 G:54 B:54

United Way Dark Gray

Pantone Cool Gray 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 Way impact graphic is a motif thathelps create a distinct and consistent visualpresence across our print and digital applications.The impact graphic should appear once on allcovers and website home pages, except whenusing full bleed images or full bleed United Waycolor. The impact graphic may also appear oninterior pages although this is not a requirement.

The impact graphic extends from the left tothe right edge of the application and can bestretched vertically as long as it remains in the

same proportions. While the motif can extend toa full bleed, the minimum height is .625 inches.

3.2 Support elements Version 1.0 United Way of America 2004

X

1/4 X

1/4 X

100% of color

25% of color

50% of color

The impact graphic can be stretched vertically as long as in proportion

The impact graphic can move from top to bottom as long as it is not cropped

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 at all times



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Impact graphic:ColorThe colors used for the United Way impact graphicare limited to five colors from the United Waycolor palette. These colors, United Way Blue,United Way Red, United Way Gold, United WayDark Gray and United Way Light Gray, havebeen selected for maximum impact. Seethe United Way color palette on page 3.1 forcomplete specifications.

The color proportions of 25%, 100%, and 50%,respectively must never change regardless of which of the five colors is used.

Note:Never use United Way Light Blue, black, white orany colors not in the United Way color palette for

the impact graphic.


United Way Blue

United Way Red

United Way Dark Gray

United Way Light Gray

United Way Gold

These are the only five color options for the impact graphic

3.4 Support elements United Way Brand Identity GuidelinesV i 1 0 U it d W f A i 2004


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TypographyThree standardized typefaces have been chosenfor the United Way brand identity. They are to beused in all printed and online communications.Each of the fonts was selected for its visualcompatibility with the United Way brandmarkand for its ability to convey a personality that isconsistent with our brand. Only use the weightsand styles shown on this page.

Meta typefaceThe primary typeface in the United Way brandidentity system is Meta. Meta is a simple and

clean typeface that conveys a humanistic andcaring, yet professional tone. Use Meta in allheadlines and subheads in printed and onlineapplications. Meta may also be used for text.

Arial typefaceArial is an acceptable substitute for Meta onlywhen Meta is unavailable. Arial can also be used

in text, PowerPoint presentations and for non-graphical text on websites.

Times New Roman typefaceTimes New Roman is a classic serif font that maybe used in text, but should not be used in

headlines or subheads.


Meta Book RomanMeta Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Meta BoldMeta Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial Regular Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial BoldArial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Times New Roman Regular Times New Roman Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Times New Roman BoldTimes New Roman Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

3.5 Support elements United Way Brand Identity GuidelinesVersion 1 0 United Way of America 2004


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ImageryA carefully managed approach to selecting photography will help position the United Waybrand and create a distinctive and lasting impression. There are two general photographiccategories for image selection, communitiesand portraits. Using images from these categoriescan help support text messages. It is importantto select imagery that is dynamic, uplifting,caring and optimistic.

The main photographs in any communicationshould include people. This approach is inline with our evolution from a fundraiser to acommunity impact organization. It is importantto show diversity in age, ethnic background,profession and personal interests.

CommunitiesUnited Way community photos show theinteraction and contributions of people in their

communities. Showing families in their homes,people in their business environments andfriends having fun reinforces the benefits derivedfrom United Way initiatives and programs.Dramatic perspective and interesting cropping help give images an inspired feeling.

PortraitsUnited Way portraits capture the personality of the individual by featuring the person s face

when dramatically lit or tightly cropped. Thisenables the viewer to establish an intimate,engaging connection with the subject. Thebackground should not overpower or competewith the portrait.

pp Version 1.0 United Way of America 2004

Monotones can be made with any color in the United Way color palette

Portraits

Communities

3.6 Support elements United Way Brand Identity GuidelinesVersion 1 0 United Way of America 2004


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GridsWhen developing layouts for print applications,follow the grid proportions shown below.These grids will help you place copy and imageryin a consistent manner. All grids should have a.5 margin on all sides and .2 gutters.

Other formats may require the alterationof existing grids or creation of new grids.

Version 1.0 United Way of America 2004

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

3.7 Support elements United Way Brand Identity Guidelines Version 1.0 United Way of America 2004


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Brandmark placementCorrect placement of the brandmark willhelp ensure the integrity of United Waycommunications. The brandmark should alwaysbe placed at a distance of a half of the symbolsquare from the right edge of any print oron-screen application. This applies to allversions of the brandmark, with or without thetagline and local identifier. While the brandmarkwill not necessarily align with the grid, itsplacement on the right and correctly measured

spacing from the edge relative to the brandmarkwill ensure a consistent presentation.

y

Symbolsquare

1/2Square

Right edge of application

what matters. United Way of Fox Cities

The brandmark distance from the right edge is consistent with or without tagline and local identifier


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4.1 Sample applications United Way Brand Identity Guidelines Version 1.0 United Way of America 2004


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Brand identity:System overviewThe brand identity elements reviewed in SectionTwo and Three inform our approach toapplication development. We can think of theelements of the identity system as our building blocks for all communication materials. Byfollowing the guidelines on previous pages, wecan meet the brand objectives that are definedby our positioning, mission and vision and stillmaintain the flexibility to develop uniquelycreative and impactful designs.

United Way of Anytown

Anytown United Way

Meta Book RomanMeta Book Italic

Meta Bold RomanMeta Bold Italic

Times New Roman Regular Times New Roman Italic

Times New Roman BoldTimes New Roman Bold Italic

Arial Regular Arial Italic

Arial Bold Arial Bold Italic

what matters.

United Way

Symbolsquare

1/2Square


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Report coversUsing report covers helps to create visuallydistinct and professional presentations.

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First Edition, 2003

AlohaUnited Way

Full-color reportReport design alternatives

The full-color brandmark isalways used in 4 colorapplications

The tagline color is blue whenused with the full-colorbrandmark

An approved weight and styleof the Meta typeface is usedfor all headlines


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Print advertisementsWhen promoting the United Way on both anational and local level, you might want to useadvertising. Because advertising is a very visibleform of communication, it must adhere to thebrand identity guidelines to ensure consistencyof our brand image.

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Print advertisementPrint advertisement design alternatives

The minimum height for theimpact graphic is .625 inches

This communityimageis the communication sprimary photograph

The tagline always appears in alllower case, Meta Book Romantypeface, followed by a periodand trademark symbol (TM)


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Exterior signageSignage provides a means to consistentlyidentify, locate, direct and inform acrossoperating sites and offices around the country.

Shown here are two types of monument signs thatmight appear in front of a United Way building oroffice. Exterior signs do not need to use the whitebackground control outline around the brandmarkas long as it is placed on a light background.

The trademark symbol does not need to appearon signage.

Note:For exterior signage there are several types of signs available. The examples shown here are for

design intent only. They can be used to guide thedevelopment of engineering drawings. Precisefabrication methods and exact measurements aredetermined with your signage vendor.

United Wayof Ventura County



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Interior signageEffective signage is an important opportunityto make a positive impression on internal andexternal audiences.

Shown here is a sign that might appear nearor behind a reception desk. Interior signs usethe white background control box around thebrandmark as specified in these guidelines.

The trademark symbol does not need to appearon signage.

Note:For interior signage there are many types of signs available. The example shown here is

for design intent only. It can be used to guidethe development of engineering drawings.The precise fabrication methods and exactmeasurements are determined with yoursignage vendor.

Georgetown County United Way

united way.pdf

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