Identity and Brand Standards Manual Revised February 2017

Introduction

The well respected WHW brand is our most valuable asset. It embodies all that we stand for, conveys the beliefs and principles upon which we operate and serves as our introduction in any forum. As we communicate with a variety of audiences including clients, donors, funders, corporate partners, volunteers, agency partners and other community partners, consistent application of our brand is crucial to maintaining WHW’s image. By actively managing our identity and brand image, we help shape the future of our organization. Building a strong non-profit brand means paying close attention to the experiences we create for our donors, clients, partners and the community. To be successful, we must all learn how to “live our brand” in everything we do and say.

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Introduction

This manual is an essential tool for brand stewardship at WHW and has been designed to ensure that the WHW brand is represented and marketed in an appropriate and consistent manner.

Table of Contents Table of Contents……………………………………………….2 What is a Brand…………………………………………………3 WHW’s Brand Mission, Vision, Values and Beliefs……………………..4 History of WHW………………………………………....5 The Modern Brand………………………………….…..5 Who We Serve…………………………………………..5 Message and Tone…………...…………………………6 Brand Components Logo………………………………….………………….7 Approved Color Palette …………….……………...…..10 Printer Color Consistency………….…………………..11 Typefaces………………………………………………13 Communications Club 259..………………………………………………16 Stationery………………………………………………17 Name Badges…………………………………………..19 Power Point Presentations…………………………….20 Brochures………………………………………………21 Flyers………………………….………………...………22 Email Signatures……………………………………….23 Email Marketing………………………………………..23 Website…………………....……………………………24 Press Releases…………………….....………………….25 Promotional Items………... ……………………..…….26 Signage Interior Signage…………………….…………….……27 Exterior Signage…………………………….…………28 Vehicle Signage………………….……………………..29 Questions and Clarifications…………………………..………30

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Table of Contents

Introduction…………………………………………………….1

What is a Brand It must be relevant to a real or projected need in the community. It must be deliverable – the organization must have the infrastructure, assets and intellectual capital to fulfill the promise and deliver value. It must be credible – the organization behind the promise must be perceived as capable of delivering it. It must be differentiating – the organization must possess some quality that distinguishes it from all other competitively relevant brands. It must be both inspired and inspiring – the organization must motivate interest, action and enthusiasm among associates, clients, supporters and the community.

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What is a Brand

A brand is an idea, a promise and experience. An effective brand should fulfill five standards:

Mission

Vision for the Future To see every person in Orange County who wants to work enjoying gainful employment!

Values WHW values: • • • • • • •

Integrity Transparency Accountability Sustainability Stewardship Volunteerism Partnerships

We highly value and respect each of our partners, which includes our job seekers, donors, volunteers and community supporters.

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WHW’s Brand

The mission of WHW is to provide the unemployed and underemployed the skills and resources they need to get and keep a good job.

History of WHW

Their own struggle gave them the idea and motivation to create an organization to help other women prepare for the work place after escaping a violent relationship. Thanks to their courage, WHW was born.

The Modern Brand Today WHW provides individuals who are unemployed or underemployed with a comprehensive array of skills and resources that they need to be successful in getting and keep a good job. What started as two survivors collecting clothes in their trunk for women in various shelters has turned into a full array of employment readiness programs to support job seekers in their journey to employment. We believe that this work will make a positive impact on generations to come.

Who We Serve WHW serves those who are unemployed or underemployed who lack the skills and resources needed to obtain and retain gainful employment.

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WHW’s Brand

In 1993, two survivors of domestic abuse began their journey to create a life for themselves and their children. As legal professionals, they faced the daunting task of rebuilding a professional wardrobe when all of their resources were needed for basic living expenses.

Message and Tone

Above all, you should strive to use the points of differentiation that uniquely position WHW in the hearts and minds of our clients, donors, supporters, partners and the community. What makes WHW Unique Since inception in 1993, WHW’s business model has been to provide all services at no charge to clients and non-profit agency partners. Rather than offering a pre-designed schedule of services, WHW’s staff and volunteers provide comprehensive, tailored and one-on-one employment solutions to clients, walking the journey with them and ensuring that each one gets what they need in order to be successful. WHW Tone •Be quietly confident, subtle and not boastful. •Be understanding, under promising and over delivering. •Be clean and crisp using elegant, simple language. •Be conversational, speaking with people and not at them. •Be respectful and non-promotional, avoiding jargon. •Be sensitive and base your message in the human experience.

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WHW’s Brand

It is important to send the right message and create the right tone to best communicate WHW and its brand promise. Audiences must understand the benefits – the points of differentiation – that come from partnering with WHW.

WHW logo is to be represented and reproduced in the WHW yellow* and with the briefcase in white. An example of this logo is presented to the right on Figure 1. The slogan beneath the logo must also be produced in the WHW orange* with the slogan “Empowering Employment Success.”

Figure 1

A gray-scale example is presented on the right on Figure 2. You may produce our logo in black with the briefcase reversed out in white. The preferred color treatment is black positive. Please refer to the color section for more information about the appropriate black and whites to use. The logo can be printed on the approved white as shown in Figure 1 and 2 or it may be printed on an approved brand color such as Figure 3 or 4. *Please refer to WHW Approved Colors for more specific color information.

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Figure 2

Figure 3

Figure 4

Brand Components

Logo

Brand Components

Logo Sizing Logo sizing is essential in maintaining a clean and legible logo. Careful scaling is essential for optimum legibility and visual impact.

Minimum Logo Sizing 1/2 inch (127 mm)

There is no maximum logo sizing as long as the scale is proportionate where the logo is legible and not distorted from the original logo sizing.

Logo Spacing Always maintain a clear space around the logo. This includes no text or graphic material within the specific spacing. Spacing is important to represent the logo in an uncluttered and presentable layout. The minimum spacing measurements along all sides of the logo is one half of the size of “W” in the logo. Measure proportionately so whether the logo is reproduced in a small or large logo, there will be appropriate spacing. ½W

½W

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½W

½W

Do… •Use the appropriate digital network •Use illustrator EPS files suitable for printing •Provide GID, JPEG and TIF formats usable for presentations and the website. •Maintain specific spacing within and around the logo. Don’t… •Attempt to recreate the logo or any logo components from font type, shape, size or positioning.

•Change any letters of the WHW acronym or reproduce the slogan as a different slogan phrase.

•Change the positioning of the slogan and the briefcase.

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Brand Components

Logo Treatments

RGB: 253/194/23 CMYK: 0/25/98/0 Hex #FDC217 PMS 123 C

RGB: 232/126/37 CMYK: 6/61/100/0 Hex #E87E25 PMS 1595 C

RGB: 175/189/54 CMYK: 36/13/100/0 Hex #AFBD36

RGB: 218/215/196 CMYK: 14/11/23/0 Hex #DAD7C4

RGB: 175/166/143 CMYK: 33/30/45/0 Hex #AFA68F

RGB: 0/0/0 CMYK: 0/0/0/100 Hex #00000

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RGB: 0/173/196 CMYK: 75/9/21/0 Hex #00ADC4

RGB: 9/118/189 CMYK: 86/49/0/0 Hex #0976BD

RGB: 255/255/255 CMYK: 0/0/0/0 Hex #FFFFF

Brand Components

Approved Color Palette

• Provide accurate measurements for printer calibrations that deliver print-to-print and printer-to-printer color consistency • Color consistency ensures that the same input produces the same output by using the same inks, media, and printers with the same firmware version • Satisfying results also depend on color accuracy to ensure that colors and neutrals print correctly • Printers that specializes in color consistency and color accuracy in print production are HP Designjet Z6100-series Printers • Printing services that provide proficiency in color control are preferred

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Brand Components

Printer Color Consistency

Font Types Fonts chosen by WHW act as a unique handwriting and add emphasis to our identity. WHW Fonts are characterized by four categories: Standard, Formal, Online and Email Marketing.

Standard Fonts • Myriad Pro is an approved system font that is accessible to all employees and volunteers. • This font is used for all materials shared electronically and through hardcopy • Myriad Pro can be used for memos, letters, numbered tables, PowerPoint Presentations, and electronic newsletters • The font size of 12 pt is recommended.

Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Web Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqestuvwxyz

Myriad Pro Light ABCDEFGHIJKLMNOPQSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Web Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Myriad Pro Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Brand Components

Typefaces

• Chaparral Pro is an alternate approved system font that is accessible to all employees and volunteers. • This font is used for large blocks of copy without many numbers such as in longer documents and/or formal documents • The recommended font size is 12 pt.

Chapparral Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Online Fonts • Calibri and Arial are used on the WHW website. Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz

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Brand Components

Formal Fonts

• Helvetica, Verdana, and the Trebuchet fonts are to be used for Email Marketing, depending on availability.

Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trebuchet ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Brand Components

Email Marketing Fonts

Club 259

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Communications

Club 259 is WHW’s membership organization for donors who help to directly support WHW job seekers in their search for employment success. $259 provides one job seeker access to all of WHW programs for one year including: Employment Readiness Workshops, Computer Training, Job Placement Assistance, Employment Retention Support and Professional Apparel.. You can make a difference for a job seeker today by joining Club 259 and helping each client you sponsor to get and keep a good job. Your membership will make an impact that will last for generations to come.

Stationery

Communications

Letterhead WHW logo is located at the top of the sheet in the company’s primary yellow and orange colors The company’s address is printed inside at the bottom of the page above the the blue section that contains the WHW mission. (Myriad pro, regular)

Standard 8 in. x 11 in. sheet

Envelope Logo is located at the top left-hand corner with address printed below (Myriad pro, regular) Standard #10 Envelope

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Business Card

Communications

Logo and website is placed at the upper edge of the left-hand side of the card . Mission is on the back of the card. Business cards should always include: • Name and Title • Contact information •Website Address • Site Address •Myriad pro, regular

Note Cards WHW Note cards are used as Thank-You Notes, notes of Congratulations, Happy Birthday cards and general communications. Additional card designs should be approved by Marketing.

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Name Badge

Name badges improve the brand attraction with the organization, have a positive effect in crowded areas and play an important function promoting the core spirit of WHW.

Staff and Board Members

Volunteers

Consultants

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Communications

The WHW name badge is to be worn by all employees, board members, volunteers and on-going consultants while on duty at WHW and preferably worn at off-site events as well.

PowerPoint Presentations

Each slide should include: • WHW logo on top left corner • Tagline on the bottom

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Communications

This PowerPoint template is used for internal and external presentations.

Brochures

Communications

The look and color palette of brochures will vary depending on the purpose of the brochure and the audience. These two examples display how the approved color combinations are implemented in different brochures.

Donation Wish List - Front

Club 259Front

Donation Wish List - Back

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Club 259Back

Flyers

Communications

Depending on the audience of the flyer, the approved color combinations should be used. These examples demonstrate the proper method of using some of the various color combinations.

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Email Signature

Communications

Components of the e-mail signature are: • Name and title • Phone number • Email Address • Logo •Site Address • Tagline • Club259 logo •Signature is optional

Email Marketing In addition to communication with WHW constituents, Email marketing can be used as a way to piece all WHW marketing channels together while unifying our branding efforts. By using email marketing to point our readers to all our communications channels, we improve our overall branding efforts with a unified voice. Emails affect our brand in two ways: through their indirect effects on recipient perceptions, and through the deliberate measures we take to support our brand with our email campaigns or newsletters.

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Website

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Communications

Our website, located at www.whw.org, serves to provide visitors with a digital brand experience. Through the use of quality content, impactful graphics and intuitive design, it is our goal to provide visitors with quick answers, added value and enhance WHW’s professional image.

Press Releases

Every Press Release should include: Release date, contact information, standardized “About WHW” information and credit for any photographs included.

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Communications

Press Releases are WHW’s written communication directed to members of the news media for the purpose of announcing something newsworthy. Typically, they are emailed to assignment editors and other contacts at newspapers, magazines radio stations, television and on-line media.

WHW Promotional Items

When producing WHW promotional items, the components of the WHW logo, including spacing and approved colors should be adhered to as much as possible. Items should be appropriate for the target audience and should represent the WHW brand well. WHW promotional items must contain the WHW logo and the website is preferred. Items must be approved by Marketing prior to production.

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Communications

Promotional items offer a unique advertising opportunity. Because they are not viewed as advertising, people tend to keep and use them.

Signage

Communications

Interior Signage Interior signage must take into account WHW logo requirements and color combinations while effectively communicating the required message to the targeted audience. Below are some examples of effective interior signage.

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Exterior Building Signage

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Communications

When trying to determine the most appropriate sign type for a building application, the following should be taken into consideration: landlord and city/local restrictions, background materials and colors, visibility and lines of sight, building size, colors and sizes of other sign types in the vicinity, electrical hookups and availability and background material surface obstructions.

Vehicle Signage

Drivers of WHW branded vehicles must remember that they are acting as brand ambassadors on the road. Courtesy and driving etiquette are crucial while behind the wheel of a WHW branded vehicle. Additionally, WHW branded vehicles must remain clean on the outside and clean and orderly on the inside to be consistent with WHW’s professional brand.

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Communications

Vehicle signage provides WHW with a moving billboard, providing additional brand awareness on highways, city streets and park lots.

Questions and Clarifications

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Questions

If you have any questions or need clarifications regarding the use of the WHW (Women Helping Women/Men2Work) identity or brand that is or is not addressed within this document, contact the VP of Marketing and Communications at 949-631-2333 x304.