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Branding and Logo Use Guidelines
The most fundamental visual element of a brand identity is
its brandmark or logo. The United Way of Volusia-Flagler Counties' logo is a
sign of a new approach for the future - an approach based on a firm foundation
and proud past.
The
proper use of the images, logos and brandmarks of the United Way of
Volusia-Flagler Counties must be in compliance with all local, state and
national requirements of the United Way of America. If you have any
questions, please contact Crystal
Elkins, Director of Marketing and Events.
Our Brandmark
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The
full color version of the United Way of
Volusia-Flagler Counties brandmark is the primary brandmark of the
identity system. It is strongly recommended that this version be used in
all applications whenever possible.
Correct Color use and coordination is
critical. Following is the color breakdown:
Pantone (PMS) (for commercial 1-3 color applications):
Dark Blue = 287
Light Blue = 287 @ 52%
UW Red = 179 UW
Gold = 143 CMYK (for commercial printing):
Dark Blue = 100c, 74m, 0y, 0k
Light Blue = 55c, 40m, 0y, 0k
UW Red = 0c, 85m, 89y, 0k
UW Gold = 0c, 34m, 85y, 0k
RGB (for web or
in-house printing):
Dark Blue = 13r, 45g, 132b
Light Blue = 83r, 119g, 181b
UW Red = 254r, 56g, 11b
UW Gold = 254r, 179g, 36b
These colors are the primary United Way
colors and should be the only colors that are used when possible.
Note: As
one of our most important assets, the brandmark must always appear as
shown on this page or in one of the color variations described in these
guidelines. Never attempt to redraw or rescale the brandmark or add
other graphic elements.
The trademark symbol (TM) must be used with the brandmark to ensure
United Way of Volusia-Flagler Counties' legal rights are protected.
Always display the trademark symbol (TM) in the position indicated.
Zipped Folder includes .jpg and eps files
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Background Control
Background colors and graphics can easily overpower or compete with
brandmarks.
A white outline has been built into the artwork to maintain separation
between the United Way brandmark and the backgrounds where it will
appear. This outline will not appear when the brandmark is
staged on a white background and different color binding-boxes should
not be used. Additionally, the box size should not be altered in any
form.
Special Usage
Brandmarke
The special usage United Way brandmarks are used when printing on
colored surfaces, or screening of inks is not possible. This may occur
when reproducing on plastic, glass, metal, fabric or other materials
used for merchandise or signage.
For printed materials, these brandmarks may only be used when the method
of reproduction is faxing and photocopying or the surface of the paper
is a color other than white.
For example, this may occur when printing a black & white laser print on
blue paper. When printing on white paper, the full-color or one-color
brandmarks should be used at all times.
Note:
These brandmarks should never appear on a website, four-color brochure,
one-color brochure or any other application where a full-color or
one-color brandmark is useable. The special usage brandmarks may not be
reproduced in any color other than United Way Blue (PMS 287), black and
white.
Unacceptable uses
The consistent and correct application of the United Way of Tampa Bay
brandmark is essential. Always follow the standards presented in these
guidelines.
The examples here illustrate some unacceptable uses of the brandmark.
Notes:
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Never attempt to
redraw or rescale the elements of the brandmark or add other graphic
elements to its presentation.
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Make sure you are
using the correct version of the logo. The old "rainbow hand"
was retired years ago and should not be used.
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Make sure that the
United Way logo is always on the right hand side and on the bottom
when listed with other logos.
Fonts
Three standardized
typefaces have been chosen for the United Way brand identity. They are
to be used in all printed and online communications. Each of the fonts
was selected for its visual compatibility with the United Way brandmark
and for its ability to convey a personality that is consistent with our
brand. Only use the weights and styles shown on this page.
Meta typeface
The primary typeface in the United Way brand identity system is Meta.
Meta is a simple and clean typeface that conveys a humanistic and
caring, yet professional tone.
Trade Gothic Condensed typeface
NEW with the launch of the LIVE UNITEDTM
campaign, Trade Gothic Condensed has been added as a headline font. It
should be used sparingly in marketing communications to draw attention
to important text.
Arial typeface
Arial is an acceptable substitute for Meta only when Meta is
unavailable. Arial can also be used in correspondence, in wordprocessed
documents, for text in publications, for PowerPoint™ presentations and
for narrative text on websites.
Times New Roman typeface
Times New Roman is a classic serif font that may be used in
correspondence, in word-processed documents or for text in publications,
but should not be used in headlines or subheads.
For a complete instructions on branding guidelines, please contact
Crystal Elkins for a copy
of the complete branding guidelines.
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