R.a.d.d.

Branding Guide
Running Against Driving Drunk
An Associated Students club of Western Washington University

Heres How to be R.a.d.d.

The purpose of R.a.d.d. is to end drunk driving amongst college students and spread awareness
of safe ways to get home. We want to support our college community by keeping everyone
safe. The purpose of our branding guide is to continue a common brand in how we are viewed
by our peers, students and faculty. Our branding guide will continue to prosper as we continue
to expand. Our intention is to expand our presence and share knowledge with people of who
we are.
Our target audience is students at Western. Our branding guide establishes our identity,
personality, position and voice as an Associated Student club at Western Washington
University. It is a way for Western to understand who we are and what we stand for.

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Table of Contents
Branding Position..3
Branding Personality...4
Branding Voice.5
Branding Assets...6
Branding Guidelines.....7
Social Media...8

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Position
Who We Are:
Running Against Driving Drunk is a Western Washington University Associated
Students club new to Western as of Spring Quarter 2015. The WWU chapter is
part of a national club that was founded in 2012. Our mission is to get drunk
drivers off the road; and while that is a large task, we hope to reach collegestudent drivers and encourage them to stay off the road after a night of drinking
with friends.
In doing so, R.a.d.d. incorporates many students from all disciplines on campus to
form an alliance in order to hold each other accountable to practice safety when
drinking. This particularly extends to resisting driving drunk and instead finding
effective transportation alternatives when intoxicated.
Our Position:
To give our students and our community an opportunity to promote sober
driving. We want all our members to be passionate and have a strong voice in
their personal lives as well as in our club. We want everyone to want to make a
difference and know that speaking up one time can save someones life. Here are
some key words to remember what we stand for:

Make a Difference
Be Heard
Encourage Everyone

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Personality
An organization designed and run by students, R.a.d.d aims to promote both a fun
and safe campus community.
Accountable - We utilize campus alliances in order to foster a community that
doesnt drive drunk
Radical - We are fun and arent afraid to show it
Positive - We use humor and lightheartedness in our events and messages
Alternative - A different way to combating drunk driving
Inspiring - We use our real life stories to inspire others to change
Edgy - We go against the grain
Lively - We use hype to promote our cause
Passionate - We care about the work that we are doing - and we show it!

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Voice
Our taglines are Get Hype. Get R.a.d.d. Be R.a.d.d. Dont Drive Drunk.
The language we use is enthusiastic, encouraging, passionate and radical. As we
are a new club on campus, our voice has to represent how enthusiastic we are
about our future and our goals.
To spread our mission, our voice has to be passionate to get people to know the
seriousness of drunk driving. Our voice is not to preach but to use language that
can be relatable to college students.

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Assets
This is our official logo. It should be on all official documents, letters and event
advertising put on by R.a.d.d.

The a.d.d. letters should always be lowercase following the capital R.

The colors should not be changed. Our official color scheme is blue, orange, white
and black. Orange and blue are our prominent colors, while white and black are
treated as accent colors. We want to be as consistent with our colors as possible.
Here are the Pantones for all four of our colors:

Blue Swatch: R=85 G=142 B=213

Orange Swatch: R=225 G=102 B=0

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Guidelines
Our brand reputation is just as important as our mission. Without a strong
reputation, what we stand for will be looked over. Our branding guide is designed
to keep consistency within all our members so our message to our community is
effective and respected.
Consistency in our brand personality, voice and assets will keep us from being
misrepresented.

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Social Media
When we use social media (twitter) @RaddWWU we should use language that is
relatable to college students.
We should not preach to not drink but rather use our twitter as a tool to spread
information on how to stay safe after a night of drinking. What we share on our
twitter should highlight the seriousness of drunk driving but also have fun with it.
Share videos, photos and information that will relate with the college lifestyle of
drinking. Never tell students to not drink, but share how to avoid driving drunk.
Provide bus and taxi information when tweeting about how to get home safe.
Refer to twitter etiquette document for specific guidelines.

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