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Brand Identity Guidelines

with Brand Architecture
Version 2.0 © United Way Worldwide 2009

®

United Way Brand Identity Guidelines
Contents with Brand Architecture
Version 2.0 © United Way Worldwide 2009

Introduction Brandmark usage Support elements Brand architecture

1.0 Using the brand identity guidelines . . . .3 2.1 Our brandmark . . . . . . . . . . . . . . . . . . . . .5 3.1 Color palette . . . . . . . . . . . . . . . . . . . . . .31 5.1 What is brand architecture? . . . . . . . . . . .55
2.2 Brandmark: Full-color . . . . . . . . . . . . . . . .6 3.2 Impact graphic . . . . . . . . . . . . . . . . . . . .32
2.3 Brandmark: One-color . . . . . . . . . . . . . . . .7 3.3 Impact graphic: Color . . . . . . . . . . . . . . .33 Brand architecture visualization
2.4 Brandmark: Background control . . . . . . .8 3.4 Typography . . . . . . . . . . . . . . . . . . . . . . .34
2.5 Brandmark: Special usage . . . . . . . . . . . .9 3.5 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .36
6.1 Visual architecture: overview . . . . . . . . . .57
2.6 Brandmark: Minimum size . . . . . . . . . . .10 3.6 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
6.2 Level 1: United Way masterbrand only . .58
2.7 Brandmark: Unacceptable uses . . . . . . .11 3.7 Brandmark placement . . . . . . . . . . . . . .38
6.3 Level 2A: United Way
2.8 Brandmark placement . . . . . . . . . . . . . . .12 3.8 LIVE UNITEDTM Art direction . . . . . . . . . . .39 affinity group identity . . . . . . . . . . . . . . . .59
2.9 Brandmark with LIVE UNITEDTM tagline . .13 3.9 LIVE UNITEDTM Call to action . . . . . . . . . .40 6.4 Examples of Level 2A . . . . . . . . . . . . . . . .60
2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14 3.10 LIVE UNITEDTM Portraits . . . . . . . . . . . . . .41 6.5 Level 2B: United Way product and
2.11 Tagline: Flexible placement . . . . . . . . . . .15 event identities . . . . . . . . . . . . . . . . . . . .61
2.12 Tagline: Color treatments . . . . . . . . . . . .16 Sample applications 6.6 Level 3: Partner dominant with
United Way endorsement . . . . . . . . . . . . .62
2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17
6.7 Localization of Level 3 . . . . . . . . . . . . . . .63
2.14 Our brandmark and localization . . . . . . .18 4.1 Brand identity: System overview . . . . . .43
6.8 Level 4: Legacy brands and
2.15 Localization: Vertical lockup . . . . . . . . . .19 4.2 Brochures: Front and back covers . . . . .44 collaborative identities . . . . . . . . . . . . . . .64
2.16 Localization: Horizontal lockup . . . . . . .20 4.3 Brochures: Interior spreads . . . . . . . . . .45 6.9 Level 5: National/local partnerships
2.17 Localization: Flexible placement . . . . . .21 4.4 Newsletters . . . . . . . . . . . . . . . . . . . . . .46 and co-sponsorships . . . . . . . . . . . . . . . .65
2.18 Localization: Serving multiple areas . . .22 4.5 Report covers . . . . . . . . . . . . . . . . . . . . . .47
2.19 Localization: Multiple affiliations . . . . . .23 4.6 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .48
2.20 Localization: Color treatments . . . . . . . .24 4.7 Print advertisements . . . . . . . . . . . . . . .49
2.21 Localization: Examples . . . . . . . . . . . . . .25 4.8 Website . . . . . . . . . . . . . . . . . . . . . . . . . .50
2.22 Localization and tagline together . . . . .26 4.9 Exterior signage . . . . . . . . . . . . . . . . . . . .51
2.23 Localization and tagline: 4.10 Interior signage . . . . . . . . . . . . . . . . . . . .52
Unacceptable uses . . . . . . . . . . . . . . . . . .27
4.11 Video, animation and interactive . . . . . .53
2.24 Key to file naming . . . . . . . . . . . . . . . . . .28
2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29

United Way Brand Identity Guidelines
1.0 Introduction with Brand Architecture
Version 2.0 © United Way Worldwide 2009

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 and
support throughout the communities we serve. In a very real way, members of our
communities, our partners, and our investors experience the United Way
brand through our deeds, as well as through the verbal and visual messages
we send.
A carefully managed and well-implemented brand identity program will help
carry our brand message to the world. These guidelines are provided to
ensure 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
communication materials. By accurately implementing this brand identity
system, you protect the equity of the United Way brand and better support its
repositioning.

3

Brandmark usage .

bold alliance. ® Brandmark ® Customized Helping hand 5 letterforms symbol .1 Brandmark usage with Brand Architecture Version 2. The symbol is now joined together with the United Way name in a permanent. trustworthy and approachable. brandmark signals a change for a new approach of support and the person as a symbol of dynamic and results oriented—characteristics to the future while preserving the heritage of humanity–have been maintained because that we need to help us achieve our community our past. the hand to express new brand characteristics—innovative. The new United Way brandmark–the rainbow of hope. in its new configuration. Its holding device is a simple rectangular shape that is unifying and inviolable. they are still effective in communicating impact mission. important United Way brand characteristics— The evolution of our brandmark is most dramatic caring. United Way Brand Identity Guidelines 2. inspiring.0 © United Way Worldwide 2009 The most fundamental visual element of a brand The original components of our traditional The changes to these key elements are intended Our new brandmark identity is its brandmark.

this page or in one of the color variations The full-color version of the United Way brandmark described in these guidelines. United Way Brand Identity Guidelines 2. ® 6 .0 © United Way Worldwide 2009 Pantone. to redraw or rescale the brandmark or add It is strongly recommended that this version be other graphic elements to its presentation.25 for complete specifications and files. the Full-color application requirements. CMYK and RGB reproduction files of the Note: Brandmark: full-color brandmark are available for specific As one of our most important assets. used in branded applications whenever possible. The preferred brandmark is full-color. Never attempt is the primary brandmark of the identity system. Always display the registered trademark symbol (®) in the position indicated. We must use the registered trademark symbol (®) with the brandmark to ensure our legal rights are protected. See the artwork finder brandmark must always appear as shown on on page 2. Do not extract any of the graphic elements contained in the brandmark to use separately.2 Brandmark usage with Brand Architecture Version 2.

25 for complete in any color other than United Way Blue and black. United Way Brand Identity Guidelines 2. on a website. four-color brochure or any color selection. See the United Way color other application where a full-color brandmark When reproduction constraints prevent the use palette on page 3.1 for complete specifications. of the primary full-color United Way brandmark.0 © United Way Worldwide 2009 One-color blue brandmark One-color black brandmark Note: Brandmark: The one-color blue brandmark is to be used The one-color black brandmark is to be used These brandmarks should never appear One-color when United Way Blue is the only available when black is the only available color selection. use one of the alternative one-color versions. One-color blue brandmark ® One-color black brandmark 7 . is useable. specifications and files. The one-color brandmarks may not be reproduced See the artwork finder on page 2.3 Brandmark usage with Brand Architecture Version 2.

This outline will not appear when the brandmark is staged on a white background. The white outline helps the brandmark stand out from any kind of background. A white outline has been built into the artwork to maintain separation between the United Way brandmark and the backgrounds where it will appear.0 © United Way Worldwide 2009 Brandmark: Background control Background colors and graphics can easily overpower or compete with brandmarks.4 Brandmark usage with Brand Architecture Version 2. United Way Brand Identity Guidelines 2. ® ® ® 8 .

the Black special usage brandmark full-color or one-color brandmarks should be used at all times. United Way Brand Identity Guidelines 2. See the artwork finder on page 2. When printing on white paper. glass.25 for complete specifications and files.5 Brandmark usage with Brand Architecture Version 2.0 © United Way Worldwide 2009 Brandmark: Special usage The special usage United Way brandmarks are Blue special usage brandmark used when printing on colored surfaces. metal. 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. fabric or other materials used for merchandise or signage. White special usage brandmark 9 . For example. or screening of inks is not possible. this may occur when printing a black & white laser print on blue paper. This may occur when reproducing on plastic.

75 inches for print or special usage.25" wide . Screen Print Special usage 90 pixels or 1.6 Brandmark usage with Brand Architecture Version 2. Other reproduction methods may require the minimum size to be greater than the sizes identified here.0 © United Way Worldwide 2009 Brandmark: Minimum size To ensure the integrity of the United Way brandmark.75" wide . do not reduce its width to less than . and 90 pixels or 1.75" wide ® ® ® ® ® ® ® 10 .25 inches for screen applications. United Way Brand Identity Guidelines 2.

Day of Caring Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from the Never put other words or phrases Never extract the words United Way name inside the brandmark “United Way” from the brandmark Never tilt the brandmark Never distort the shape of the Never alter the shape of the Never add elements inside brandmark brandmark in any way the brandmark of Anytown Never add elements over the brandmark Never add a local name Never rearrange the elements of the Never reverse the brandmark Never extract any of the graphic inside the brandmark brandmark to white elements contained in the brandmark to use separately 11 .0 © United Way Worldwide 2009 Note: Brandmark: Never attempt to redraw or rescale the Unacceptable uses elements of the brandmark or add other graphic elements to its The consistent and correct application of presentation.7 Brandmark usage with Brand Architecture Version 2. the United Way brandmark. See these guidelines. Do not extract any of the the United Way brandmark is essential. animation and illustrate some of the unacceptable uses of interactive on page 4. United Way Brand Identity Guidelines 2.11. graphic elements contained in the Always follow the standards presented in brandmark to use separately. The examples on this page exceptions for video.

Sit amet. los Duis autem vel eum est irure dolor in reprehenderit volumptate velit potius inflammad ut coercend magist et GO postal code esse mosetaie consequat. Initiatives culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et United Way International harumd dereud facilis est er expedit distinct. autem est vel eum irure dolor in reprehenderit in voluptate velit esse Veniam. its placement on the right and correctly measured spacing from the edge relative to the brandmark ® will ensure a consistent presentation. Et invitat igitur vera ratio bene sanos as iustitiam. quis Duis autem est vel eu7m irure dolor in nostrud exercitation ullamcorpor su scipit laboris nisi ut aliquip ex ea comm My Profile reprehenderit in voluptate odo consequet. with or without the tagline and local identifier. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna Neque Lorem ipsum dolor sit amet. Right edge of application United Way of Cleveland County ® ® The United Way System Programs & Services How to Give Media Center Contact Us Job Opportunities Find a United Way Impact Matters Get Involved POV GO Lorem ipsum dolor sit amet consectetur En epular et soluta nobis postal code adipiscing elit eligent optio congue nih Sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna Est impedit doming id quod maxim liquam erat volupat Ut enim ad minim veniam. Neque At vero eos et accusam et iusto odogio Lorem ipsum dolor sit amet. 12 . This applies to all versions of the brandmark. United Way Brand Identity Guidelines 2. qwuas nulla praid Volunteer Now ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. simil tempor sunt in Neque Lorem ipsum dolor bene sanos as iustitiam. sed diam nonuat Programs dignissum igitur vera ratio bene sanos as Fact of the Week iustitiam. vel illum dolore eu fugiat nulla pariatur. sed diam United Way of Canada aliquam erat volupat Ut einim ad minim veniam. consectetur adipiscing elit. aequitated fidem. quis nostrud exercitation nonumy eiusmod tempor incidunt ut About United Way ullamcorpor suscipit laboris nisi ut labore et dolore magna aliquam erat aliquip ex ea commodo consequet.0 © United Way Worldwide 2009 Brandmark placement Correct placement of the brandmark will help ensure the integrity of United Way communications. quis nostrud exercitation ullamcorpor molestaie consequat. om umdant. volupat Ut einim ad minim veniam. aequitated fidem.8 Brandmark usage with Brand Architecture Version 2. The brandmark should always Symbol 1/2 be placed at a distance of a half of the symbol square Square square from the right edge of any print or on-screen application. consectetur adipiscing elit. Qui blandit est paesent luptatum delenit aigue duos dolor et molestias Et invitat igitur vera ratio excepteur sint occaecat cupidatat non provident. Duis dodecendensse videantur. conse Give Now ctetur adipiscing elit. quis nostrud esxercitation religuard cupiditat. vel illum dolore eu fugiat nulla pariatur. aequitated fidem. While the brandmark will not necessarily align with the grid. Improb pary minuit.

the tagline in relationship to the brandmark or are rooted in the “LIVE UNITED ” concept.25 for complete specifications and files. The tagline always appears in all As one of our most important assets. Refer to the artwork finder on tagline to ensure our legal rights are protected. including print collateral. the tagline LIVE UNITED tagline TM upper case. advertising and websites. Always display the trademark symbol (TM) in the position indicated. Trade Gothic Bold Condensed Twenty must always appear as shown on this page or typeface. Never attempt to redraw or rescale All communications and creative materials Meta for the tagline. Do not use guidelines. page 2. placement and size specifications on We must use a trademark symbol (TM) with the communications. LIVE UNITED TM Upper case Trademark symbol LIVE UNITED ™ Trade Gothic Bold Condensed 13 .0 © United Way Worldwide 2009 The tagline must always appear with the master Note: Our brandmark with brandmark.9 Brandmark usage with Brand Architecture Version 2. the following pages. followed by the trademark symbol (TM) in one of the color variations described in these Our tagline is our primary marketing message. The tagline should be used on all marketing See color. in Trade Gothic Condensed Eighteen. United Way Brand Identity Guidelines 2. TM add other graphic elements to its presentation.

Lockup treatment brandmark. United Way Brand Identity Guidelines 2.10 Brandmark usage with Brand Architecture Version 2. ® TM LIVE UNITED TM ® Specifications for tagline lockup 1I LIVE UNITED UNITED 14 TM ®® . When placed on a dark- colored background. the tagline letters reverse to white. The size relationship and position which may be placed within the offset space have been determined for optimal communication between the tagline and the brandmark. The tagline Tagline: it appears in a fixed position to the left of the must appear with a trademark symbol (TM). of both the United Way brandmark and the tagline.0 © United Way Worldwide 2009 When the tagline is locked up with the brandmark registered trademark symbol (®). The brandmark must appear with a The tagline is placed in a fixed position relative LIVE UNITED to the brandmark.

1/2 Square LIVE UNITED TM 1U Symbol 1/2 square Square 1U ® 15 .0 © United Way Worldwide 2009 The brandmark is placed at a distance of a half Tagline: of the symbol square from the right edge of Flexible placement the application and the tagline is placed at the same distance from the left edge. However. it is preferred the brandmark.11 Brandmark usage with Brand Architecture Version 2. in order to protect that the brandmark and tagline appear in close the integrity of the brandmark and tagline. you proximity. especially when there is a large body must place both on the same page in the size of copy on the same page. However. United Way Brand Identity Guidelines 2. Greater flexibility proportions indicated. You may place treatment both elements anywhere along their edge as long as you maintain the distance and the size You may choose not to lock up the tagline with relationship prescribed. of placement is allowed when there is little or no body copy on the page. Maintain a fixed size relationship between the tagline and brandmark when using them in the flexible placement treatment.

the Color treatments When using the full-color or one-color blue on a light background. The color should reverse to white. The color of the brandmark When used over a dark background. as the brandmark. as well as the one-color and special When used over a dark background.0 © United Way Worldwide 2009 Tagline color with full-color and one-color Tagline color with one-color black brandmark Tagline color with special usage brandmarks Tagline: blue brandmarks When using the one-color black brandmark When using special usage brandmarks. of an image or a color that hinders its legibility. United Way Brand Identity Guidelines 2.12 Brandmark usage with Brand Architecture Version 2. specifications on this page apply to both the tagline lockup and the flexible placement treatments. the tagline appear in black.1 for complete color specifications. The tagline may appear with the full-color should appear in United Way Blue. the tagline should reverse to white. brandmark. Color for tagline lockup and flexible placement treatments LIVE UNITED TM ® LIVE UNITED TM ® LIVE UNITED TM ® LIVE UNITED TM ® LIVE UNITED TM ® LIVE UNITED TM ® LIVE UNITED TM ® ® LIVE UNITED TM ® LIVE UNITED TM ® 16 . the tagline should tagline should always appear in the same color brandmark on a light background. the tagline Note: usage brandmarks. Never use the tagline over a complicated part dictates the color of the tagline. See the color palette on page 3.

13 Brandmark usage with Brand Architecture Version 2. L IVE UNITED TM Are you a long-time supporter of United Way? We want to recognize you. 17 . The examples on this page illustrate some of its acceptable uses in both the flexible placement and the lockup treatments. ADVOCATE. Tagline lockup treatment United Way of Anytown Local Contributor Program LIVE UNITED TM United Way of Bedford County LIVE UNITED TM ® ® ® United Way of Metropolitan Dallas Lorem ipsum dolor sit Soluta nobis eligent amet consectetur optio congue: Improb pary minuit. VOLUNTEER. United Way Brand Identity Guidelines 2. los potius inflammad ut coercend magist et dodecendensse videantur THANK YOU USHA CHAUDHARY UNITED WAY SUPPORTER FOR 25 YEARS GIVE. Flexible placement treatment of tagline with full-color brandmark and with one-color blue brandmark. too! Register today at anytownunitedway.0 © United Way Worldwide 2009 Tagline: Examples The consistent and correct application of the United Way tagline is essential.org/loyal.

the local identifier always appears in first upper case and then all lower case Meta Bold. advertising and website. Regardless of its placement. including print collateral. it is to redraw or rescale the local identifier in important that we localize our communications. United Way of Anytown Anytown United Way First Firsst upper Fir upper and then lower lower ca low ccase ase United Wayy off An Anytown ytown Anytown United Way Meta Met eta a Bol Bo Bold ld 18 . placement and size specifications on the following pages. See color. relationship to the brandmark or add other The brandmark and local identifier should graphic elements to its presentation.0 © United Way Worldwide 2009 Note: Our brandmark The brandmark with local identifier must and localization always appear as shown in one of the variations illustrated in these guidelines.14 Brandmark usage with Brand Architecture Version 2. be used on all marketing communications. United Way Brand Identity Guidelines 2. Never attempt With our focus on community impact. Localization can be accomplished in three ways: with two fixed lock-ups and a flexible placement treatment.

treatment When the local identifier is locked up with the brandmark. size relationship and position have been determined for optimal communication of both the United Way brand and location. ® ® Foothills United Way Foothills United Way Specifications for vertical local identifier lockup. The local identifier may be decreased in size to fit in the designated area when it extends beyond the width of the brandmark by only two location name does not location name does not location name does not or three letters.15 Brandmark usage with Brand Architecture Version 2. The local identifier can extend to maximum three lines. United Way Brand Identity Guidelines 2. control line expands to provide an area to hold the local identifier. United Way of Grant. The vertical lockup is better suited for vertical The local identifier is placed in a fixed position When placed on a colored background. the white background formats such as flyers and brochures.0 © United Way Worldwide 2009 Note: Localization: The size of the local identifier should never Vertical lockup be made larger than specified. The relative to the brandmark holding shape. go beyond this area go beyond this area go beyond this area 1U 1U 1U 1/2 U 1/2 U 1/2 U 1/2 U Foothills United Way 1/2 U 1/4 U United Way 1/2 U 1/4 U United Way of Summit. United Way of Grant. it appears in a fixed position underneath the brandmark holding shape. 1/2 U of Metropolitan Dallas New Providence Hardy & Pendleton County Hardy & Pendleton County 1/2 U white box 1/2 U & Berkeley Heights white box white box 19 .

determined for optimal communication of both the United Way brand and the local identifier.0 © United Way Worldwide 2009 Localization: Horizontal lockup treatment When the local identifier is locked up with the brandmark. the white background control line The size relationship and position have been relative to the brandmark holding shape. it appears in a fixed position on the left-hand side of the brandmark holding shape. United Way Brand Identity Guidelines 2. expands to provide an area to hold the local identifier. The horizontal lockup is better suited for horizontal formats such as web pages and banners. New Providence & Berkeley HeightsU white box 20 . Foothills Foothills United Way ® United Way ® Specifications for horizontal local identifier lockup.16 Brandmark usage with Brand Architecture Version 2. The local identifier should always be on two lines. The local identifier is placed in a fixed position When placed on a colored background. U U UFoothills United WayU U white box UU U UUnited Way of Summit.

in order to protect the integrity of the brandmark and local identifier you must place both on the same page in the proportions indicated.0 © United Way Worldwide 2009 The brandmark is placed at a distance of a half Localization: of the symbol square from the right edge of Flexible placement the application. and the local identifier is placed at the same distance from the left edge. However.17 Brandmark usage with Brand Architecture Version 2. with the brandmark. Maintain a fixed size relationship between the local identifier and brandmark when using them in the flexible placement treatment. United Way Brand Identity Guidelines 2. You may treatment place both elements anywhere along the edge as long as you maintain the distance and the You may choose not to lock up the local identifier size relationship prescribed. 1/2 Square United Way X of Johnson County X Symbol 1/2 square Square X X ® 21 .

If they must be used with the brandmark. Mecklenburg and Union Counties Mooresville-Lake Norman Union Counties Specifications for flexible placement treatment of the local identifier United Way of Central Carolinas 1U 1/2 X 1U serving Cabarrus. United Way Brand Identity Guidelines 2.0 © United Way Worldwide 2009 Localization: Serving multiple areas Some local United Way organizations serve multiple areas. Mecklenburg. These areas should not be included in the horizontal or vertical lockups. it is acceptable to use service Never lock up service areas to the brandmark. Mooresville-Lake Norman. 3/4 X Mooresville-Lake Norman and Union Counties Meta Book Italic Upper and lower case 22 . They can also be treated as text within the application. they can be used in the flexible placement treatment of the local identifier. Mecklenburg. It is preferred to communicate service areas in text but not with the brandmark. United Way United Way or or of Central Carolinas of Central Carolinas ® ® ® United Way of Central Carolinas When using the flexible placement treatment. ® ® Mooresville-Lake Norman and Union Counties ® United Way United Way of Central Carolinas of Central Carolinas serving Cabarrus serving Cabarrus. United Way of Central Carolinas serving Cabarrus. areas as shown here.18 Brandmark usage with Brand Architecture Version 2. Mecklenburg.

If they must be used with the brandmark. United Way of Metropolitan Dallas affiliated with United Ways of Collin County. it is acceptable to use affiliations Never lock up service areas to the brandmark. These affiliations should not be included in the horizontal or vertical lockups. United Way Brand Identity Guidelines 2. Greater Lewisville and Rockwall Specifications for flexible placement treatment of the local identifier United Way of Metropolitan Dallas 1U 1/2 X 1U affiliated with United Ways of Collin County. Greater Lewisville United Ways of and Rockwall Collin County. When using the flexible placement treatment. They can also be treated as text within the application. “affiliated with…”. as shown here. Multiple affiliations Some local United Way organizations are affiliated other local United Ways. they can be used in the flexible placement treatment of the local identifier. 3/4 X Greater Lewisville and Rockwall Meta Book Italic Upper and lower case 23 . ® ® Greater Lewisville and Rockwall ® United Way United Way of Metropolitan Dallas of Metropolitan Dallas affiliated with affiliated with United Ways of Collin County.0 © United Way Worldwide 2009 Multiple affiliations should always be phrased Localization: as.19 Brandmark usage with Brand Architecture Version 2.

on page 3. the local or one-color blue brandmark on dark background. The color specifications on this page When using the flexible placement treatment of the one-color black brandmark on a light apply to both the tagline lockup and the flexible of the full-color or one-color blue brandmark on background.0 © United Way Worldwide 2009 Local identifier with full color and one-color Local identifier with one-color black brandmark Local identifier with special usage brandmarks Localization: blue brandmarks When using the horizontal or vertical lockup When using special usage brandmarks. the local Color treatments When using the horizontal or vertical lockup treatment with a one-color black brandmark. as well as the one-color be United Way Blue. See the color palette a light background. as the brandmark. United Way Brand Identity Guidelines 2. Note: and special-usage brandmarks. the local identifier reverses to white. the local identifier should in black. The white background it from the background. identifier reverses to white. the local identifier should always The white background control box will separate full-color brandmark. the local identifier should appear placement treatments. The color of control box will separate it from the background. Color for local identifier horizontal and vertical lockup treatment ® 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 Way of Anytown United Way of Anytown Color for local identifier flexible placement treatment United Way United Way United Way United Way of Anytown of Anytown of Anytown of Anytown ® ® ® ® United Way United Way United Way United Way of Anytown of Anytown ® of Anytown ® of Anytown ® ® United Way of Anytown ® 24 . When using the flexible placement of the one-color When using the flexible placement of the full-color black brandmark on a dark background. Never use the local identifier over a complicated the brandmark dictates the color of the local When using the flexible placement treatment part of an image or a color that hinders its legibility. identifier.20 Brandmark usage with Brand Architecture Version 2.1 for complete color specifications. appear in United Way Blue. The local identifier may appear with the brandmark. identifier should always appear in the same color treatment with a full-color or one-color blue the local identifier should always be black.

Local identifier vertical lockup treatment Local identifier horizontal lockup Flexible placement treatment of local with one-color black brandmark treatment with full-color brandmark identifier with one-color blue brandmark Greater Mankato Area United Way ® United Way of Anderson County United Way of Curry County ® GIVE. VOLUNTEER. United Way Brand Identity Guidelines 2. ADVOCATE.0 © United Way Worldwide 2009 Localization: Examples The consistent and correct application of the local identifier is essential. LIVE UNITED TM ® 25 . The examples on this page illustrate some of the acceptable uses of both the flexible placement and the lockup treatments of the local identifier.21 Brandmark usage with Brand Architecture Version 2.

When using both the local identifier and tagline on the same application. Local identifier lockup with flexible placement treatment of the tagline Tagline lockup with a flexible placement treatment of the local identifier LIVE UNITED TM + + LIVE UNITED ® United Way of Anytown United Way or or of Anytown TM ® LIVE UNITED TM + United Way of Anytown LIVE UNITED TM Montgomery Area United Way Montgomery Area United Way ® LIVE UNITED TM ® 26 .0 © United Way Worldwide 2009 Note: Localization & tagline Never lock up both the tagline and the local together identifier to the brandmark. United Way Brand Identity Guidelines 2. local identifier must be treated as a lockup.22 Brandmark usage with Brand Architecture Version 2. while the tagline should follow the flexible placement treatment rules.

The examples on this page illustrate some of the unacceptable uses of the United Way brandmark with the tagline and the local identifier.0 © United Way Worldwide 2009 Note: Tagline and localization: Never attempt to redraw or rescale the Unacceptable uses elements of the brandmark with the tagline or the local identifier or add other graphic The consistent and correct application of the elements in its presentation.23 Brandmark usage with Brand Architecture Version 2. Always follow the standards presented in these guidelines. LIVE UNITED TM ® ® ® ® ANYTOWN LIVE UNITED TM Anytown United Way UNITED WAY Anytown United Way LIVE UNITED TM Never change the typeface. tagline and the local identifier is essential. color or size relationship Never combine the lockups of the tagline and local identifier of the tagline or local identifier LIVE UNITED TM Anytown United Way ® ® ® ® LIVE UNITED ANYTOWN TM we are the United Way of Anytown Never change the lockup placement or alignment of the tagline or local identifier Never add words or change the phrasing of the tagline or local identifier 27 . United Way Brand Identity Guidelines 2.

24 Brandmark usage with Brand Architecture Version 2.0 © United Way Worldwide 2009 Key to file naming Many custom artwork files have been developed for the United Way brandmark. uw _ 3s _ ful . All file names consist of lowercase letters and use underscores to separate information. Each part of the file name is an abbreviated form of information about the file. United Way Brand Identity Guidelines 2. eps Company Color Version Format suffix uw 4p ful eps United Way 4-color process full-color Hi-resolution vector (CMYK) artwork created in one Adobe Illustrator 4s one-color 4-color spot Use these . These files follow a specific naming convention so you may quickly understand the contents of each file and locate them easily.eps files to spe create other formats 3s special-usage 3-color spot rgb on-screen applications b blue k black w white 28 .

eps ® Use this file for all PowerPoint and Web-based applications. Special usage white C:0.org Use this brandmark file when four-color process printing will be used to reproduce your document.carpenter@uwa. File Name: uw_k_spe.eps Use the Blue special usage brandmark when the screening of inks is not possible. One-color blue Pantone 287c ® File Name: uw_b_one. glass. Refer to United Way color palette for color specifications File Name: uw_4p_ful. Four-color process Any document containing full-color photographs will be printed in four-color process printing. such as when reproducing on plastic. Pantone 179c and Pantone 143c File Name: uw_3s_ful. contacting: susan.0 © United Way Worldwide 2009 Reproduction art for the United Way brandmark The files are available on the United Way Brand Use the file name next to each brandmark Artwork finder and the brandmark with tagline lockup is Identity Guidelines CD or may be obtained by variation to properly identify the file you need. available for both Mac and PC in eps format. PMS 143c might also be useful for items printed on a digital press.unitedway. PMS 179c. M:0.eps This file should be used when four spot colors will be printed. RGB Refer to United Way color palette for color specifications ® File Name: uw_rgb_ful. PMS 659c. File Name: uw_4s_ful. tote bags and some signage. Use this where you will only be printing in the three colors.eps . DO NOT USE other four-color files for those purposes or use the RGB file for printing. fabric or other materials.eps ® The three-color file provides full color while printing only in three inks by deriving the lighter blue from Three-color spot the dark blue ink.eps This brandmark is to be used when black is the only available color selection.eps Use the White special usage brandmark when reproducing on plastic. Special usage blue Pantone 287c File Name: uw_b_spe. United Way Brand Identity Guidelines 2.eps Use the Black special usage brandmark when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white.eps This logo is to be used when United Way Blue (PMS 287) is the only available color selection. One-color black Black 100% File Name: uw_k_one. glass. fabric or other materials on a dark background.25 Brandmark usage with Brand Architecture Version 2. B:0 File Name: uw_w_spe. Examples of items that would typically Four-color spot be printed in spot color are silk-screened items such as T-shirts. glass. This brandmark may also be used when Special usage black Black 100% reproducing on plastic. Y:0. Pantone 287c. metal. This file PMS 287c. metal. metal. fabric or other materials.

Support elements .

black and white are this manual have not been evaluated by Pantone. across various media types and materials. Using colors consistently in all communications will strengthen brand recognition. For accurate PANTONE of the brandmark and all visual communications for reproducing the United Way colors in a Color Standards.0 © United Way Worldwide 2009 The United Way color palette is comprised Note: Color palette of colors used in the United Way brandmark.1 Support elements with Brand Architecture Version 2. The colors shown on this page and throughout In addition. two grays. variety of ways. On this page you will find specifications PANTONE Color Standards. refer to the current edition. create impact and differentiate our programs. United Way Brand Identity Guidelines 3. for accuracy and may not match the organizations maintain a consistent appearance scenarios. It is important that United Way local member included for added flexibility and one-color Inc. United Way United Way United Way United Way Blue Light Blue Red Gold Pantone 287 Pantone 287C at 52% Pantone 179 Pantone 143 or Pantone 659 C:100 M:74 Y:0 K:0 C:0 M:85 Y:89 K:0 C:0 M:34 Y:86 K:0 C:55 M:40 Y:0 K:0 R:16 G:22 B:127 R:254 G:35 B:10 R:255 G:150 B:0 R:124 G:129 B:184 United Way United Way Dark Gray Light Gray Black White Pantone Cool Gray 11 Pantone Cool Gray 4 Black White C:0 M:0 Y:0 K:80 C:0 M:0 Y:8 K:27 C:0 M:0 Y:0 K:100 C:0 M:0 Y:0 K:0 or C:0 M:0 Y:0 K:27 R:54 G:54 B:54 R:0 G:0 B:0 R:255 G:255 B:255 R:186 G:186 B:186 31 .

2 Support elements with Brand Architecture Version 2. United Way Brand Identity Guidelines 3. the minimum height is .0 © United Way Worldwide 2009 The impact graphic extends from the left to Impact graphic the right edge of the application and can be stretched vertically as long as it remains in the The United Way impact graphic is a motif that same proportions. 32 . The impact graphic should appear once on all covers and website home pages. except when using full bleed images or full bleed United Way color.625 inches. as it is not cropped. is 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. The impact graphic may also appear on interior pages although this is not a requirement. presence across our print and digital applications. While the motif can extend to helps create a distinct and consistent visual a full bleed. 1/4 X 25% of color X 100% of color 1/4 X 50% of color The impact graphic can be stretched vertically as long The impact graphic can move from top to bottom as long The only alternative to using the impact graphic on covers as in proportion.

United Way Brand Identity Guidelines 3. white or Color which of the five colors is used.3 Support elements with Brand Architecture Version 2. The colors used for the United Way impact graphic the color palette and color proportions are are limited to five colors from the United Way maintained.1 for complete specifications. United Way Gold. United Way United Way United Way Blue Red Gold United Way United Way Dark Gray Light Gray 33 .0 © United Way Worldwide 2009 The color proportions of 25%. These are the only five color options for the impact graphic. Note: Impact graphic: respectively must never change regardless of Never use United Way Light Blue. See the United Way color palette on page 3. These colors. black. United Way Dark Gray and United Way Light Gray. United Way Blue. have been selected for maximum impact. 100%. The impact any colors not in the United Way color palette for graphic may be given transparency as long as the impact graphic. and 50%. color palette. United Way Red.

communications to draw attention to important text. They are to be caring.8 LIVE UNITEDTM Art used in all printed and online communications. Direction on page 39 for details. See 3. It should be used sparingly in marketing for the United Way brand identity. 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. United Way Brand Identity Guidelines 3.4 Support elements with Brand Architecture Version 2. NEW with the launch of the LIVE UNITEDTM campaign. Only use the weights and styles shown on this page. yet professional tone.0 © United Way Worldwide 2009 Typography Meta typeface Trade Gothic Condensed typeface The primary typeface in the United Way brand identity system is Meta. Trade Gothic Condensed Three standardized typefaces have been chosen Meta is a simple and clean typeface that conveys a humanistic and has been added as a headline font. Meta Book Roman Trade Gothic Condensed Eighteen Meta Book Italic Trade Gothic Condensed Eighteen Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Meta Bold Trade Gothic Bold Condensed Twenty Meta Bold Italic Trade Gothic Bold Condensed Twenty Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 34 .

for text in publications.0 © United Way Worldwide 2009 Arial typeface Times New Roman typeface Arial is an acceptable substitute for Meta only when Meta is Times New Roman is a classic serif font that may be used in correspondence. in unavailable. Arial Regular Times New Roman Regular Arial Italic Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Arial Bold Times New Roman Bold Arial Bold Italic Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 35 . word-processed documents or for text in publications. Arial can also be used in correspondence. in word. for PowerPoint™ headlines or subheads. presentations and for narrative text on websites. but should not be used in processed documents.4 Support elements with Brand Architecture Version 2. United Way Brand Identity Guidelines 3.

The background should be a seamless impression. categories for image selection. 36 . caring and optimistic. people in their business environments and subject. to select imagery that is dynamic. It is important help give images an inspired feeling. Showing families in their homes. uplifting. and portraits. ethnic background. This approach is in United Way community photos show the LIVE UNITED portraits capture the personality of A carefully managed approach to selecting line with our evolution from a fundraiser to a interaction and contributions of people in their the individual and enable the viewer to establish photography will help position the United Way community impact organization. friends having fun reinforces the benefits derived white or off-white. United Way Brand Identity Guidelines 3. There are two general photographic profession and personal interests. Using images from these categories Dramatic perspective and interesting cropping can help support text messages. an intimate.0 © United Way Worldwide 2009 Imagery The main photographs in any communication Communities LIVE UNITED Portraits TM should include people.5 Support elements with Brand Architecture Version 2. Communities LIVE UNITED Portraits TM Monotones can be made with any color in the United Way color palette. engaging connection with the brand and create a distinctive and lasting to show diversity in age. Props are discouraged. It is important communities. communities from United Way initiatives and programs.

These grids will help you place copy and imagery in a consistent manner. 8. United Way Brand Identity Guidelines 3.6 Support elements with Brand Architecture Version 2.5”x11” brochures and newsletters.2” gutters. 37 .5” margin on all sides and .0 © United Way Worldwide 2009 Other formats may require the alteration Grids of existing grids or creation of new grids. The 2–column grid is used to create items The 5–column grid is used to create items such as The 6–column grid is used to create items that such as 4”x9” rack cards and brochures. All grids should have a . follow the grid proportions shown below. When developing layouts for print applications. are 9”x12” or larger such as folders and posters.

0 © United Way Worldwide 2009 Brandmark placement Correct placement of the brandmark will help ensure the integrity of United Way communications. Right edge of application The brandmark distance from the right edge is consistent with or without local identifier. This applies to all versions of the brandmark. The brandmark should always Symbol 1/2 be placed at a distance of a half of the symbol square Square square from the right edge of any print or on-screen application. its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a ® consistent presentation. While the brandmark will not necessarily align with the grid.7 Support elements with Brand Architecture Version 2. United Way Brand Identity Guidelines 3. ® ® ® United Way of Fox Cities 38 . with or without the local identifier.

marketing communications. These A new font. Trade Gothic Condensed Eighteen GIVE. Meta is still the official United Way font and should be used for text and in corporate communications. Trade Gothic Condensed Eighteen Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ LIVE UNITED TM ® abcdefghijklmnopqrstuvwxyz 1234567890 Trade Gothic Bold Condensed Twenty Trade Gothic Bold Condensed Twenty Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 39 . Meta should always be used for local identifiers. ADVOCATE. VOLUNTEER.10 for LIVE UNITED campaign. was selected because it is attention grabbing. See section 3. Trade Gothic Condensed.9 to additional instructions. This strong.8 Support elements with Brand Architecture Version 2. portraits should be the primary image in most added to the brand identity system as part of the See section 3. bold font additional guidelines on shooting these images. has been the LIVE UNITED Call to Action as a signoff. It should be used for headlines and subheads only. United Way Brand Identity Guidelines 3.0 © United Way Worldwide 2009 LIVE UNITED Portraits Trade Gothic Condensed Headlines and LIVE UNITED Call to Action LIVE UNITED TM An important component of the new LIVE UNITED Subheads Marketing communications should also include Art Direction campaign is LIVE UNITED portraits.

VOLUNTEER. ADVOCATE. LIVE UNITED TM ® United Way Blue GIVE. volunteer) in marketing communications. VOLUNTEER.0 © United Way Worldwide 2009 LIVE UNITED TM Call to Action Be sure to include the LIVE UNITED Call to Action (give. United Way Brand Identity Guidelines 3. advocate. See typesetting instructions below. It communicates a very important aspect of the campaign. The Call to Action should always appear along with the brandmark and LIVE UNITED tagline. LIVE UNITED TM United Way Trademark symbol Brandmark Blue in full color or one-color blue 40 .9 Supporting elements with Brand Architecture Version 2. GIVE. ADVOCATE.

our subjects wear a shirt The Live United t-shirt is white with a black LIVE Depending on image use. 41 . B:208 (CMYK) C: 7. M: 6. United Way Brand Identity Guidelines 3. campaign are the faces we see every day. Shoulders are square. They are us. dark. and placed on a solid color background. never full-height (head-to-toe). etc. but standing for it. These encouraged to show individuality. cops Outright delight and happiness are not. subjects are always photographed head to (RGB) R:235. jewelry. tighter LIVE UNITED Portraits TM that loudly proclaims what they stand for. G:231.) are and dignity. stay-at-home moms and security guards. K:0. impact of the person and their stance. Bottoms are simple. UNITED tagline. Props are not cut out/clipped off of the background they are portraits should be the primary image in most Posture is solid. as long as image therefore their general stature is one of pride quality is not compromised. They celebrating Living United. we recommend that the subjects are campaign is LIVE UNITED portraits. Their stance is firmly rooted.0 © United Way Worldwide 2009 When photographed. our co-workers. Small smiles and warmth are appropriate. For additional An important component of the new LIVE UNITED Accessories (hats. Their encouraged as they distract from and dilute the shot on. are our friends and neighbors. The aim of LIVE UNITED portraits is to capture the unique character and resolve that each subject possesses. marketing communications. hairbands. gaze into the lens is direct and unwavering. and cashiers. emphasis.10 Supporting elements with Brand Architecture Version 2. The faces that populate the Live United It is important to note that we are not mid-thigh. Y:19. zooms/cropping can occur. The This background color is: (PANTONE) PMS #468.

Sample applications .

we ® ® can meet the brand objectives that are defined by our positioning.1 Sample applications with Brand Architecture Version 2. United Way Brand Identity Guidelines 4. By ® following the guidelines on previous pages.0 © United Way Worldwide 2009 Brand identity: System overview The brand identity elements reviewed in Section Two and Three inform our approach to application development. mission and vision and still maintain the flexibility to develop uniquely ® ® creative and impactful designs. We can think of the elements of the identity system as our building blocks for all communication materials. Meta Book Roman Meta Book Italic Trade Gothic Condensed Eighteen United Way of Anytown Trade Gothic Condensed Eighteen Oblique Arial Regular Arial Italic Anytown United Way Times New Roman Regular Times New Roman Italic Meta Bold Roman United Way Meta Bold Italic Trade Gothic Bold Condensed Twenty Trade Gothic Bold Condensed Twenty Oblique Arial Bold Arial Bold Italic Times New Roman Bold Times New Roman Bold Italic Symbol 1/2 square Square ® LIVE UNITED TM 43 .

consectetur adipiscing elit. FIND YOUR VOICE. Nam liver tempor cum soluta consectetur adipiscing elit. Neque Lorem ipsum dolor sit amet. los potius inflammad ut coercend magist et dodecendensse videantur. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sed diam commodo consequet. Et tamen in busdam neque in culpa qui officia deserunt mollit consectetur adipiscing elit. neque nonor et imper ned libiding gen Nam liber tempor cum et conscient to nobis eligent optio est congue nihil as iustitiam. soluta nobis eligent optio est congue as iustitiam. Nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim a. aequitated fidem. place it at a half of United Way HOW TO the brandmark symbol square from the left edge. quis nostrud exercitation ullamcorpor of Metropolitan Dallas ® suscipit laboris nisi ut aliquip ex ea commodo consequet. ADVOCATE. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. los potius inflammad ut coercend magist et dodecendensse videantur. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Neque fuga Et harumd dereud facilis est er impedit. United Way Brand Identity Guidelines 4. Et harumd dereud facilis est er expedit Lorem ipsum dolor sit amet. JOIN HANDS. qwuas nulla praid om umdant. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat. simil tempor sunt in culpa qwuas nulla praid om umdant. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. volumptate velit esse mosetaie delenit aigue duos dolor et molestias qui officia deserunt mollit anim id est consequat. LIVE UNITED Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. los sint. anim id est laborum et dolor fuga Et nonumy eiusmod tempor incidunt ut Lorem ipsum dolor sit amet harumd dereud facilis est er expedit labore et dolore magna. Brochure cover design alternatives Full-color brochure cover At vero accusam et With the flexible placement iusto odogio dig nissum qui blandit Dolor in reprehen in voluptate velit esse treatment for the local Anytown 2008 molestaie consequat: At vero eos et accusam et iusto identifier. Improb pary minuit. Nam liver tempor cum laborum et dolor fuga Et invitat igitur vera ratio bene sanos fidem. vel illum dolore legum odioque civiuda. consectetur adipiscing elit. igitur vera ratio bene sanos as potimollit anim id est laborum et dolor nobis eligent optio est congue nihil provident. sed diam incidunt ut labore et dolore magna odogiodignissum qui blandit paesent Culpa qui officia deserunt mollit anim nobis eligent optio est congue nihil nonumy eiusmod tempor incidunt ut aliquam erat volupat Ut einim ad luptatum delenit aigue duos dolor et id est laborum et dolor fuga Et harumd impedit doming id quod maxim sunt in labore et dolore magna aliquam erat minim veniam. exercitation ullamcorpor suscipit cupidata non provident. vel illum dolore eu fugiat excepteur sint. sed nihil impedit. Improb iustitiam. THE CONDITION OF ALL. vel illum dolore eu fugiat nulla pariatur. vel illum dolore eu fugiat nulla pariatur. vel illum dolore eu fugiat nulla pariatur. aequitated THINK OF WE BEFORE ME.0 © United Way Worldwide 2009 Brochure: Front and back covers Brochures are effective communication vehicles used to convey information about our programs in a compelling and engaging way. quis nostrud qui mosestias excepteur sint occaecat dereud facilis est er expedit distinct. qwuas nulla praid om umdant. Et tamen in busdam neque in voluptate velit esse molestaie reprehenderit in voluptate velit esse cum et conscient to factor tum poen soluta nobis eligent optio congue nihil pecun modut est neque nonor et consequat. suscipit laboris nisi ut aliquip ex ea congue nihil est impedit doming civiuda. Nam liver tempor cum soluta Et invitat igitur vera ratio bene sanos volupat Ut einim ad minim veniam. Improb pary minuit. suscipit laboris nisi ut aliquip ex ea consequet. At vero eos et busdam neque pecun modut est religuard cupiditat. At vero eos et accusam eu fugiat nulla pariatur. id. qwuas nulla praid duos dolor et molestias excepteur delenit aigue duos dolor et molestias congue nihil est impedit doming id et dodecendensse videantur. Neque amet. distinct. simil tempor Nam liber tempor cum et conscient to id est laborum et dolor fuga Et harumd quis nostrud exercitation ullamcorpor laboris nisi ut aliquip ex ea commodo REACH OUT A HAND TO ONE AND sunt in culpa qui officia deserunt factor tum poen legum odioque dereud facilis est er expedit distinct. vel illum dolore eu fugiat molestaie consequat. Lorem ipsum dolor sit amet consectetur adipiscing elit. culpa qui officia deserunt mollit anim volupat Ut einim ad minim veniam. sed diam distinct. Duis autem vel eum est irure dolor in reprehenderit Ym veniam. Neque quis nostrud exercitation ullamcorpor epular et soluta nobis eligent optio factor tum poen legum odioque impedit doming id quod maxim sunt Lorem ipsum dolor sit amet. VOLUNTEER. Heart of America United Way ® GIVE. sed diam cum et conscient to factor tum poen Culpa qui officia deserunt mollit anim videantur. Duis autem est fuga Et harumd dereud facilis est er pecun modut est neque nonor et factor tum poen legum odioque vel eu7m irure dolor in reprehenderit Duis autem est vel eum irure dolor in expedit distinct. GIVE A SATURDAY. sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim veniam. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. aequitated fidem. Nam liber tempor imper ned libiding gen epular et civiuda. qwuas nulla praid soluta nobis eligent optio congue nihil et iusto odogio dignissum qui blandit accusam et iusto odogio dignissum INFLUENCE neque nonor et imper ned libiding gen om umdant. aequitated fidem. Neque Lorem ipsum dolor sit nulla pariatur. Nam liver tempor cum soluta excepteur sint occaecat cupidatat non quod maxim religuard cupiditat. los potius inflammad ut Lorem ipsum dolor sit amet. los est impedit doming id quod maxim est paesent luptatum delenit aigue qui blandit est paesent luptatum epular et soluta nobis eligent optio potius inflammad ut coercend magist religuard cupiditat. Back covers GIVE 10%. simil tempor sunt in culpa Tinim veniam. mollit anim id est laborum et dolor civiuda. Et tamen in est impedit doming id quod maxim imper ned libiding gen epular et nulla pariatur. Improb pary minuit. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. aequitated fidem. Et tamen in id est laborum et dolor fuga Et harumd Et harumd dereud facilis est er expedit labore et dolore magna aliquam erat busdam neque pecun modut est dereud facilis est er expedit distinct. Et tamen in busdam neque Nam liber tempor cum et conscient to commodo consequet. United Way of Metropolitan Dallas ® OPEN YOUR HEART. Improb pary minuit. Nam liber tempor laborum et dolor fuga coercend magist et dodecendensse consectetur adipiscing elit. 44 . consectetur adipiscing elit. TM Et invitat igitur vera ratio bene sanos as iustitiam. pecun modut est neque. Et invitat om umdant. bene sanos as iustitiam. quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. nonumy eiusmod tempor incidunt ut legum odioque civiuda. expedit distinct. GIVE 100%. LEND YOUR MUSCLE. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad United Way ® minim veniam. United Way of Newton ® LIVE UNITED IN ANYTOWN. Et invitat igitur vera ratio GIVE 110% GIVE AN HOUR. qui officia deserunt mollit anim id est pary minuit. diam nonumy eiusmod tempor At vero eos et accusam et iusto distinct. Nam liber tempor cum.2 Sample applications with Brand Architecture Version 2.

Income and Health? minim veniam. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum sanos as iustitiam. simil tempor sunt in culpa qui officia tum poen legum odioque civiuda. impedit. Nam liber tempor cum et conscient to factor provident. Improb pary minuit. Neque Lorem ipsum dolor sit amet. quis nostrud » Increasing access to critical odioque civiuda. consectetur potius inflammad ut coercend magist et adipiscing elit. consectetur duos dolor et molestias excepteur sint occaecat cupidatat non » Helping hardworking people obtain adipiscing elit. Et invitat igitur impedit doming id quod maxim religuard cupiditat. qwuas nulla praid om umdant. Nam liver laboris nisi ut aliquip ex ea commodo consequet. Volorero doluptat prat metrics. Duis can be used for autem vel eum est irure dolor in repre henderit volumptate velit esse mosetaie consequat. quis nostrud Et invitat igitur vera ratio bene sanos as iustitiam. At vero eos et accusam et iusto odogio affordable child are and increasing financial education abuse and domestic violence dignissum qui blandit est paesent luptatum delenit aigue early learning opportunities » Increasing health education and Et invitat igitur vera ratio bene sanos as iustitiam. Neque Lorem ipsum dolor sit amet. consectetur adipiscing elit. United Way Brand Identity Guidelines 4. sed diam nonumy HELPING CHILDREN AND YOUTH HELPING FAMILIES BECOME IMPROVING PEOPLE’S HEALTH et dolor fuga Et harumd dereud facilis est er expedit distinct. Lorem ipsum dolor sit amet consectetur adipiing Monotones can be made with elit. incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam. Nam liber libiding gen epular et soluta nobis eligent optio tempor cum et conscient to factor tum poen legum congue nihil est impedit doming id quod maxim odioque civiuda. consectetur adipiscing elit. Nam liber tempor cum et conscient to A short paragraph about your A short paragraph about your A short paragraph about your factor tum poen legum odioque civiuda. vera ratio bene sanos as iustitiam. vel illum dolore eu fugiat nulla pariatur. Nam liver tempor cum soluta nobis eligent optio est congue nihil palette. los Neque Lorem ipsum dolor sit amet. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga » Partnering with schools and parents job training and family-sustaining preventive care labore et dolore magna aliquam erat volupat Ut einim ad minim veniam.0 © United Way Worldwide 2009 Brochure: Interior spreads Based on United Way grids. los potius inflammad ut coercend epular et soluta nobis eligent optio congue nihil est magist et dodecendensse videantur. At vero eos et accusam et iusto odogio suscipit laboris nisi ut aliquip ex ea commodo consequat. Duis autem est vel eum irure dolor in reprehenderit in voluptate molestaie consequat. aequitated fidem. Interior spread design alternatives One-color interior spread Commodo consequet. am nulputpat. quis nostrud esxercitation ullamcorpor pariatur. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. » Supporting basic needs while » Reducing substance abuse. Lorem ipsum dolor sit amet consectetur Trade Gothic adipiscing elit. At vero eos et accusam et iusto odogiodignissum qui Culpa qui officia deserunt mollit anim id est laborum et blandit paesent luptatum delenit aigue duos dolor et dolor fuga Et harumd dereud facilis est er expedit qui mosestias excepteur sint occaecat cupidata non distinct. Chart Focus Chart Focus Chart Focus List Goal List Goal List Goal Here Here Here 2007 2008 2007 2008 2007 2008 United Way creates opportunities by focusing on the building blocks for a good life. consequat. Nam liber tempor cum et qui blandit est paesent luptatum delenit aigue duos dolor et conscient to factor tum poen legum odioque civiuda. Duotones can be made with black and any color Lorem ipsum dolor sit amet consectetur adipiscing elit. At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sustie vu. ex ea commodo consequet. quis ullamcorpor color palette. Et tamen in busdam deserunt mollit anim id est laborum et dolor fuga Et neque pecun modut est neque nonor et imper ned harumd dereud facilis est er expedit distinct. At vero eos et accusam et iusto dignissum qui blandit est paesent luptatum. qwuas nulla praid om umdant. fugiat nulla pariatur. Improb pary minuit. sed diam nonumy eiusmod tempor dodecendensse videantur. Et invitat igitur vera ratio bene EDUCATION INCOME HEALTH excepteur sint occaecat cupidata non provident. Et tamen programs for at-risk youth molestias excepteur sint. quis ad do exercilit ad do exercilit am nulputpat. sustie vu. qwuas nulla praid om umdant. Nam liver tempor cum soluta nobis in busdam neque pecun modut est neque nonor et imper ned eligent optio est congue nihil impedit. feugiat. Neque Lorem ipsum dolor sit amet. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est EDUCATION INCOME HEALTH liber tempor cum et conscient to factor tum poen legum er expedit distinct. vel illum dolore eu fugiat nulla in the United Way color veniam. Duis autem est vel eu7m sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad minim irure dolor in reprehenderit in voluptate velit esse molestaie consequat. At vero eos et accusam et iusto odogio dignissum deserunt mollit anim id est laborum et dolor fuga Et harumd » Providing after-school and mentoring seniors and families dereud facilis est er expedit distinct. sed diam nonumy eiusmod tempor incidunt laore et dolore magna liquam erat volupat Ut enim …luptatum delenit any color in the United Way ad minim veniam. interior spreads afford enough flexibility to suit different styles of communications. los potius inflammad ut coercend magist et Duis autem est vel eum irure dolor in reprehenderit in » Improving access to quality. sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam.3 Sample applications with Brand Architecture Version 2. Volorero doluptat prat neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est prat alisi tetum zzriure alisi tetum zzriure feugiat. Et tamen in busdam neque pecun religuard cupiditat. qwuas Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Improb pary minuit. quis nostrud exercitation ullamcorpor suscipit to improve wages Et harumd dereud facilis est er expedit distinct. Nam nulla praid om umdant. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea THROUGH EDUCATION INDEPENDENT healthcare services commodo consequet. ad do exercilit am nulputpat. vel illum dolore eu dodecendensse videantur. odioque civiuda. vel illum eu fugiat nulla pariatur. Duis autem graduation rates est vel eu7m irure dolor in reprehenderit in voluptate velit tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia » Increasing affordable housing for esse molestaie consequat. modut est neque nonor et imper ned libiding gen Improb pary minuit. libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sed diam nonumy eiusmod tempor incidunt ut provident. Volorero doluptat metrics. aequitated fidem. child voluptate velit esse molestaie consequat. eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. sustie vu. vel illum dolore eu fugiat nulla pariatur. Et tamen in busdam metrics. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip 45 . quis impedit doming id. quis nostrud esxe rcit ation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo conseq uat. Improb pary minuit. exercitation ullamcorpor suscipit laboris nisi ut aliquip aequitated fidem. aequitated fidem. ex ea commodo consequet. quis alisi tetum zzriure feugiat. qwuas nulla praid om umdant. Nam liber tempor cum et conscient to factor tum poen legum eiusmod tempor incidunt ut labore et dolore magna aliquam ACHIEVE THEIR POTENTIAL FINANCIALLY STABLE AND erat volupat Ut einim ad minim veniam. vel illum dolore. los potius inflammad ut coercend magist et dodecendensse videantur. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis headlines. sed diam nonumy eius mod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim ad Condensed typeface Why Education.

los potimollit fidem. Nam liber tempor cum et conscient to labore et dolore magna aliquam erat volupat Ut einim ad est impedit doming id quod maxim religuard cupiditat. Improb pary minuit. Newsletter design alternatives One-color newsletter ® Foothills United Way ® The local identifier always The one-color blue brandmark appears in first upper case and United Way is always used in one-color ® Lorem ipsem dolor: Neque amet then all lower case Meta Bold. At vero eos et accusam et iusto odogio dignissum est impedit doming id quod maxim religuard cupiditat. pary minuit. Nam liber tempor cum et religuard cupiditat. aequitated conscient to factor tum poen legum odioque civiuda. Neque Lorem ipsum dereud facilis est er expedit consequat. Improb neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim pary minuit. qwuas nulla praid om umdant. nostrud esxercitation ullamcorpor suscipit laboris nisi ut eiusmod tempor incidunt ut labore et dolore magna aliquam maxim sunt in culpa qui officia consequat. Duis autem vel eum est exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea magna liquam erat volupat Ut enim ad minim veniam. qwuas qui blandit est paesent luptatum delenit aigue duos dolor et nulla praid om umdant. los potius inflammad ut coercend magist et deserunt mollit anim id est laborum et dolor fuga Et harumd eligent optio congue nihil est impedit doming id quod maxim Et harumd dereud facilis est er expedit distinct. dereud facilis est er expedit distinct. vel illum dolore eu fugiat nulla pariatur. qwuas nulla praid om umdant. aequitated Et harumd dereud facilis est er expedit distinct. quis nostrud deserunt mollit anim id est Duis autem est vel eum irure dolor in reprehenderit in irure dolor in reprehenderit volumptate velit esse mosetaie exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea laborum et dolor fuga Et harumd At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. qwuas nulla praid om umdant. vel illum dolore eu fugiat nulla libiding gen epular et soluta nobis eligent optio congue nihil pariatur. sed neque nonor et imper ned libiding gen epular et soluta nobis Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Duis autem vel eum est dodecendensse videantur. los potius inflammad ut coercend magist et religuard cupiditat. Improb deserunt mollit anim id est aliquip ex ea commodo consequat. los potius inflammad ut coercend magist et mollit anim id est laborum et dolor fuga dodecendensse videantur. Nam liber tempor cum et adipiscing elit. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. aequitated fidem. qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. dodecendensse videantur. simil tempor fugiat nulla pariatur. sed dodecendensse videantur. Duis autem vel eum est erat volupat Ut einim ad minim veniam. quis nostrud exercitation ullamcorpor suscipit anim id est laborum et dolor fuga Et harumd dereud facilis est adipiscing elit. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding minim veniam. Duis autem conscient to factor tum poen legum odioque civiuda. vel illum dolore eu extends from the left to the sunt in culpa qui officia deserunt mollit anim id est laborum duos dolor et molestias excepteur sint occaecat cupidatat non legum odioque civiuda. consectetur libiding gen epular et soluta nobis eligent optio congue nihil dereud facilis est er expedit distinct. Duis autem nulla praid om umdant. Et tamen in busdam neque pecun modut est fugiat nulla pariatur. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. At vero eos et accusam et iusto odogio dignissum factor tum poen legum odioque civiuda. Et invitat igitur vera ratio bene pary minuit. est neque nonor et imper ned sunt in culpa qui officia deserunt mollit anim id est laborum libiding gen epular et soluta et dolor fuga Et harumd dereud facilis est er expedit distinct. consectetur tempor cum soluta nobis eligent optio est congue nihil adipiscing elit. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. At vero eos et accusam et iusto odogiodignissum qui blandit commodo consequet. aliquip ex ea commodo consequat. Improb neque nonor et imper ned libiding gen epular et soluta nobis odioque civiuda. simil tempor commodo consequet. consectetur in busdam neque pecun modut est neque nonor et imper ned minim veniam. Nam liver tempor cum soluta nobis anim id est laborum et dolor fuga Et harumd dereud facilis est eligent optio est congue nihil impedit. neque nonor et imper ned libiding gen epular et soluta nobis dignissum qui blandit est paesent luptatum delenit aigue qwuas nulla praid om umdant. Nam Culpa qui officia deserunt mollit anim id est laborum et dolor nobis eligent optio est congue diam nonumy eiusmod tempor incidunt ut laore et dolore eligent optio congue nihil est impedit doming id quod maxim liber tempor cum et conscient to factor tum poen legum fuga Et harumd dereud facilis est er expedit distinct. impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd inflammad ut coercend magist et dodecendensse videantur. Improb pary minuit. Nam liver fidem. vel illum dolore eu fugiat nulla factor tum poen legum odioque civiuda. Nam liber tempor cum et laboris nisi ut aliquip ex ea commodo consequet. Et invitat igitur vera ratio bene sanos as iustitiam. Improb Et harumd dereud facilis est er expedit distinct. At vero eos et accusam et iusto odogio maxim religuard cupiditat. quis eiusmod tempor incidunt ut labore et dolore magna aliquam Lorem ipsum dolor sit amet consectetur adipiscing elit. Et tamen in busdam neque pecun modut est nulla praid om umdan. Neque Lorem ipsum nobis eligent optio est congue aliquip ex ea commodo consequat. consectetur adipiscing elit. vel illum dolore eu fugiat nulla pariatur.4 Sample applications with Brand Architecture Version 2. Neque Lorem ipsum dolor sit amet. aequitated conscient to factor tum poen legum odioque civiuda. los potius inflammad ut coercend magist et 1 religuard cupiditat. quis religuard cupiditat. los potius inflammad ut coercend magist et dodecendensse videantur. er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et imper ned pary minuit. Nam gen epular et soluta nobis eligent optio congue nihil est liber tempor cum et conscient to factor tum poen legum impedit doming id quod maxim religuard cupiditat. qwuas nulla praid om umdant. vel illum dolore eu fugiat nulla pariatur. sed diam nonumy nihil impedit doming id quod irure dolor in reprehenderit volumptate velit esse mosetaie commodo consequet. qwuas nulla praid om umdant. sed sanos as iustitiam. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue consequat. simil tempor sunt in culpa qui officia deserunt inflammad ut coercend magist et pary minuit. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. los potius inflammad ut coercend magist et laborum et dolor fuga Et harumd irure dolor in reprehenderit volumptate velit esse mosetaie sanos as iustitiam. los potius Et invitat igitur vera ratio bene sanos as iustitiam. Et tamen paesent luptatum delenit aigue duos dolor et qui mosestias exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea in busdam neque pecun modut excepteur sint occaecat cupidata non provident. Et tamen in busdam Culpa qui officia deserunt mollit anim id est laborum et dolor neque pecun modut est neque nonor et imper ned libiding fuga Et harumd dereud facilis est er expedit distinct. Et tamen in busdam neque pecun modut est et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta Lorem ipsum dolor sit amet consectetur adipiscing elit. simil tempor sunt in culpa qui officia deserunt excepteur sint occaecat cupidata non provident. vel illum dolore eu est impedit doming id quod odioque civiuda. Nam liber tempor cum eiusmod tempor incidunt ut labore et dolore magna aliquam et conscient to factor tum poen At vero eos et accusam et iusto odogiodignissum qui blandit erat volupat Ut einim ad minim veniam. Et invitat igitur vera ratio bene dodecendensse videantur. sed diam nonumy distinct. qwuas odioque civiuda. quis dolor sit amet. Nam liber tempor cum et conscient to factor tum poen The impact graphic always Newsletter Title paesent luptatum delenit aigue duos dolor et qui mosestias voluptate velit esse molestaie consequat. aequitated fidem. qwuas nulla praid om umdant. quis nostrud legum odioque civiuda. Improb tempor cum soluta nobis eligent optio est congue nihil Improb pary minuit. Neque Lorem ipsum dolor sit amet.0 © United Way Worldwide 2009 Newsletters A newsletter can accommodate a large body of text and still convey the essence of the United Way brand. los potius religuard cupiditat. Nam liber tempor cum et conscient to pariatur. est vel eu7m irure dolor in reprehenderit in voluptate velit er expedit distinct. Et tamen in busdam neque pecun modut est neque nonor et. Et tamen est vel eu7m irure dolor in reprehenderit in voluptate velit in busdam neque pecun modut est neque nonor et imper ned esse molestaie consequat. Et tamen in busdam neque pecun modut est neque nonor et imper ned libiding gen epular et soluta nobis provident. aequitated fidem. Et tamen labore et dolore magna aliquam erat volupat Ut einim ad nulla praid om umdant. esse molestaie consequat. eligent optio est congue nihil impedit. consectetur adipiscing elit. diam nonumy eiusmod tempor incidunt ut laore et dolore dolor sit amet. simil tempor voluptate velit esse molestaie consequat. quis nostrud exercitation ullamcorpor suscipit dereud facilis est er expedit distinct. of King County applications other than black Et invitat igitur vera ratio bene sanos. Improb provident. eligent optio congue nihil est impedit doming id quod maxim duos dolor et molestias excepteur sint occaecat cupidatat non Improb pary minuit. Duis autem est vel eum irure dolor in reprehenderit in nobis eligent optio congue nihil Nam liber tempor cum et conscient to factor tum poen legum voluptate velit esse molestaie consequat. Duis autem er expedit distinct. dolor sit amet. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. provident. consectetur adipiscing elit. United Way Brand Identity Guidelines 4. Et tamen in busdam neque pecun modut est liber tempor cum et conscient to factor tum poen legum nihil impedit doming id quod magna liquam erat volupat Ut enim ad minim veniam. Issue 2 Volume 8 Dec 2008 fidem. sed diam nonumy eiusmod tempor incidunt ut libiding gen epular et soluta nobis eligent optio congue nihil laboris nisi ut aliquip ex ea commodo consequet. Lorem ipsum dolor sit amet consectetur adipiscing elit. Neque Lorem ipsum Solut nobis eligent Issue 2 Volume 8 Dec 2008 and white. Nam odioque civiuda. vel illum dolore eu fugiat nulla pariatur. sed diam nonumy eiusmod tempor incidunt ut impedit doming id quod maxim sunt in culpa qui officia labore et dolore magna aliquam erat volupat Ut einim ad deserunt mollit anim id est laborum et dolor fuga Et harumd minim veniam. duos dolor et molestias excepteur sint occaecat cupidatat non libiding gen epular et soluta neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat. Et invitat igitur vera ratio bene Nam liver tempor cum soluta nostrud esxercitation ullamcorpor suscipit laboris nisi ut erat volupat Ut einim ad minim veniam. los potimollit molestias excepteur sint. Et tamen et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver qwuas nulla praid om umdant. qwuas est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. right edge. Duis autem est vel eum irure dolor in reprehenderit in dereud facilis est er expedit distinct. sed diam nonumy eiusmod tempor incidunt ut est impedit doming id quod maxim religuard cupiditat. Neque Lorem ipsum dolor sit amet. 46 . quis nostrud diam nonumy eiusmod tempor incidunt ut laore et dolore sanos as iustitiam. Neque Lorem ipsum dolor sit amet. qwuas Et invitat igitur vera ratio bene sanos as iustitiam. aequitated fidem. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. vel illum dolore eu fugiat nulla pariatur. Et tamen in busdam neque pecun modut est eligent optio congue nihil est impedit doming id quod maxim maxim sunt in culpa qui officia nostrud esxercitation ullamcorpor suscipit laboris nisi ut pary minuit. Nam liver tempor cum soluta nobis gen epular et soluta nobis eligent optio congue nihil est impedit doming id. Improb pary minuit. sed diam nonumy magna liquam erat volupat Ut enim ad minim veniam. At vero eos et accusam et iusto odogio in busdam neque pecun modut Nam liber tempor cum et conscient to factor tum poen legum mollit anim id est laborum et dolor fuga sunt in culpa qui officia deserunt mollit anim id est laborum dignissum qui blandit est paesent luptatum delenit aigue est neque nonor et imper ned odioque civiuda. los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est Et invitat igitur vera ratio bene sanos as iustitiam.

5 Sample applications with Brand Architecture Version 2. United Way Brand Identity Guidelines 4. los potius inflammad ut coercend magist et dodecendensse videantur The full-color brandmark is always used in 4–color applications. los potius inflammad ut coercend magist et dodecendensse videantur An approved weight and style Soluta nobis eligent of the Meta typeface is used for all headlines. Report design alternatives Full-color report Aloha United Way ® ® Ut einim ad minim veniam. quis Lorem nobis eligent nostrud exercitation ad minim optio congue: First Edition. optio congue: Improb pary minuit.0 © United Way Worldwide 2009 Report covers Using report covers helps to create visually distinct and professional presentations. ® 47 . 2008 Improb pary minuit.

sed diam nonumy Nam liber tempor cum et conscient to HOW TO eiusmod tempor incidunt ut labore et factor tum poen legum odioque civiuda. LIVE UNITED TM Want to create opportunities for everyone in Anytown? United Way is creating lasting changes by focusing on the building blocks of a better life—education. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat. United Way Brand Identity Guidelines 4. At vero eos et nostrud exercitation ullamcorpor accusam et iusto odogio dignissum qui suscipit laboris nisi ut aliquip ex ea blandit est paesent luptatum delenit commodo consequet. los potius inflammad ut coercend magist et dodecendensse videantur. 48 . Neque Lorem ipsum dolor sit amet. Et invitat Nam liber tempor cum et conscient to igitur vera ratio bene sanos as factor tum poen legum odi ea commodo iustitiam. simil tempor sunt in culpa qui officia deserunt mollit anim. aigue duos dolor et molestias excepteur sint occaecat cupidatat non provident. aequitated fidem. vel illum dolore eu dolor fuga. INCOME & HEALTH. qwuas nulla praid om Culpa qui officia deserunt mollit anim id umdant. quis nostrud modut est neque nonor et imper ned exercitation ullamcorpor suscipit libiding gen epular et soluta nobis laboris nisi ut aliquip ex ea commodo eligent optio congue nihil est impedit consequet.6 Sample applications with Brand Architecture Version 2. Neque Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd Lorem ipsum dolor sit amet. Nam liber tempor cum et conscient to factor tum poen legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper. Neque consequet.anytownunitedway. vel illum dolore eu fugiat nulla pariatur. aequitated fidem. nostrud esxercitation ullamcorpor simil tempor sunt in culpa qui officia suscipit laboris nisi ut aliquip ex ea deserunt mollit anim id est laborum et commodo consequat. religuard cupiditat.org. adipiscing elit. At vero eos et accusam et iusto luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. qwuas nulla praid om umdant. consectetur adipiscing elit. dolore magna aliquam erat volupat Ut Et tamen in busdam neque pecun einim ad minim veniam. sed diam nonumy eiusmod tempor incidunt ut labore et Thomas Jefferson Area INVEST IN THE BUILDING BLOCKS FOR A GOOD LIFE: EDUCATION. Et invitat igitur vera ratio bene sanos as iustitiam. At congue nihil est impedit doming id vero eos et accusam et iusto odogio quod maxim religuard cupiditat. molestias excepteur sint.0 © United Way Worldwide 2009 Posters Posters are a popular way to communicate locally. ® ® The local identifier United Way should be blue on a of Anytown Ipsem dereud… white background. Poster design alternatives Full-color poster Mt. aequitated fidem. Baldy United Way Lorem tempor! of Southern California Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Improb pary luptatum delenit aigue duos dolor et Deserunt mollit anim id est laborum et dom minuit. Et invitat igitur vera ratio bene sanos as United Way iustitiam. sed diam accusam et iusto odogio dignissum qui nonumy eiusmod tempor incidunt ut blandit est paesent luptatum delenit laore et dolore magna liquam erat aigue duos dolor et molestias excepteur volupat Ut enim ad minim veniam. UNITED. quis eu fugiat nulla pariatur. qwuas nulla praid om umdant. Pledge today at pledge.Lorem ipsum dolor sit amet fugiat nulla pariatur. Improb pary minuit. Et tamen in facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen busdam neque pecun modut est neque legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper. nonor et imper ned libiding gen epular Use a LIVE UNITEDTM et soluta nobis eligent optio congue nihil est impedit doming id quod maxim Trade Gothic Condensed. qwuas dignissum qui blandit est paesent nulla praid om umdant. religuard cupiditat. dodecendensse videantur. vel hpular et soluta nobis eligent optio illum dolore eu fugiat nulla pariatur. Duis autem est vel eum irure dolor in simil tempor sunt in culpa qui officia reprehenderit in voluptate velit esse GIVE deserunt mollit anim id est laborum et molestaie consequat. REACH OUT A HAND TO ONE AND INFLUENCE THE CONDITION OF ALL. adipiscing elit. simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et consequet. Lorem ipsum dolor sit amet. los potius inflammad ut coercend magist et dodecendensse videantur. vel illum dolore volupat Ut einim ad minim veniam. Duis autem vel dolor fuga eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat. cupidata non provident. consectetur dereud facilis est er expedit distinct. Improb pary minuit. At vero eos et accusam et iusto dolore magna aliquam erat volupat Ut Cupidata non provident. los potius est laborum et dolor fuga Et harumd inflammad ut coercend magist et dereud facilis est er expedit distinct. simil tempor sunt in culpa odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat einim ad minim veniam. At vero eos et consectetur adipiscing elit. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo qui officia deserunt mollit anim. sed diam Duis autem est vel eum irure dolor in nonumy eiusmod tempor incidunt ut reprehenderit in voluptate velit esse labore et dolore magna aliquam erat molestaie consequat. doming id quod maxim religuard cupiditat. income and health. simil tempor sunt in culpa qui officia deserunt mollit Headlines should be in anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distcum et conscient to factor tum poen Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud legum odioque civiuda. Cupidata non provident. consectetur portrait. quis sint occaecat cupidatat non provident.

Cupidata non provident. LIVE UNITED. you might want to use advertising. lasting change where you live. United Way ® is creating real. Print advertisement design alternatives Print advertisement Ipsem dereud… HOW TO At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. OPEN YOUR HEART. GIVE. simil tempor Et harumd dereud facilis est er expedit distinct.7 Sample applications with Brand Architecture Version 2. For more. Because advertising is a very visible form of communication. income and health. FIND YOUR VOICE. cum et conscient to factor. by focusing on the building blocks of a better life– education. Event Name Duis autem est vel eum irure dolor in in voluptate velit esse ® GIVE 10% GIVE 100% molestaie id est laborum et dolor consequat. it must adhere to the brand identity guidelines to ensure consistency of our brand image. Nam liber tempor sunt in culpa qui officia mollit anim. LEND YOUR MUSCLE. consequat LIVE UNITED: JOIN HANDS. ADVOCATE.ORG. Want to make a difference? Help create opportunities for everyone in your community. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Housatonic/Shepaug At vero eos et accusam et iusto odogiodignissum qui blandit paesent luptatum delenit aigue United Way ® duos dolor et qui mosestias excepteur sint occaecat cupidata non provident. visit LIVEUNITED. GIVE A SATURDAY.0 © United Way Worldwide 2009 Print advertisements When promoting the United Way on both a national and local level. GIVE 110%. THINK OF WE BEFORE ME. That’s what it means to Live United. VOLUNTEER. United Way Brand Identity Guidelines 4. GIVE AN HOUR. REACH OUT A HAND TO ONE AND INFLUENCE THE CONDITION OF ALL. Et tamen in busdam neque pecun modut est neque. 49 . simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct.

United Way Brand Identity Guidelines
4.8 Sample applications with Brand Architecture
Version 2.0 © United Way Worldwide 2009

Website
Three colors from the United
The web page shown here brings to life our Way color palette were
unique positioning and personality through use selected for the design of this
of the core brand identity elements. It also website.
provides a visual benchmark for guiding the
development of all United Way sites.

Arial can be used for non-graphical
text on websites.
Home page

The local identifier has a
fixed size relationship with United Way
the brandmark. of Anytown

50

United Way Brand Identity Guidelines
4.9 Sample applications with Brand Architecture
Version 2.0 © United Way Worldwide 2009

The trademark symbol does not need to appear Note:
Exterior signage on signage. For exterior signage there are several types of
signs available. The examples shown here are for
Signage provides a means to consistently
design intent only. They can be used to guide the
identify, locate, direct and inform across
development of engineering drawings. Precise
operating sites and offices around the country.
fabrication methods and exact measurements are
Shown here are two types of monument signs and determined with your signage vendor.
one building sign that might appear in front or on
a United Way building or office. Exterior signs
must use the white background control box around
the brandmark as specified in these guidelines.

United Way
of Metropolitan Dallas

51

United Way Brand Identity Guidelines
4.10 Sample applications with Brand Architecture
Version 2.0 © United Way Worldwide 2009

The trademark symbol does not need to appear Note:
Interior signage on signage. For interior signage there are many types of
signs available. The example shown here is
Effective signage is an important opportunity
for design intent only. It can be used to guide
to make a positive impression on internal and
the development of engineering drawings.
external audiences.
The precise fabrication methods and exact
Shown here are a few signs that might appear measurements are determined with your
near or behind a reception desk. Interior full-color signage vendor.
signs must use the white background control
box around the brandmark as specified in these
guidelines. Metal signs should be made of one
metal type and do not need to use the white
background control outline.

Georgetown County
United Way

52

Individual elements may as long as the brand palette is used and the size Guidelines for video production align closely to right side of the screen. Brand elements used on screen Example of brandmark “build” animation on screen Separated brandmark elements are added one by one in sequence as images move to back. preferred placement for the brandmark is on the when the action stops. the brand color so the brandmark may be centered. but it may not be “deconstructed” in and preferred placement. the reverse action. including separation of the grow or shrink and fade in or out. Video. than to “build” the brandmark. typography and impact graphic should words “United Way” from inside the brandmark be used. but this may not be collect on the screen in order to “build” the and color proportions are maintained. however.0 © United Way Worldwide 2009 To take advantage of the dynamic nature of video The brandmark may be animated in any Both type and the impact graphic can move. The impact interactive guidelines can be made. For example. Gallagher The brandmark is intact when the action stops. The full-color version of the United Way brandmark in the only version that should be used in screen applications. brandmark. the elements. as long as the brandmark is intact graphic can also be transparent over an image. Brian A. still may not be used as separate images other preferably Meta Bold should be used. 53 . exceptions to some of the appropriate manner. United Way Brand Identity Guidelines 4. The brand color palette and our Meta font. those for print and other media: the brandmark technically possible or esthetically desirable.11 Sample applications with Brand Architecture Version 2. Individual elements and the palette. animation and media.

Brand Architecture .

0 © United Way Worldwide 2009 What is brand architecture? In concept. member and offer brands and rationalizing the creation of new brands to ensure that key audiences understand these offers and how they meet their needs.1 Brand Architecture with Brand Architecture Version 2. to classifying existing entities based upon their relationship to United Way. in effect a roadmap. United Way Brand Identity Guidelines 5. brand architecture is a systematic means of ordering the relationships between corporate. It also serves as a guide to help us name and create visual identities for new programs. brand architecture is an approach. products and initiatives. What does brand architecture do for us? • It builds awareness and understanding for United Way that is both consistent with the our intent and aligned with our audience's needs • It extends and transfers the United Way brand strengths to build value throughout the whole organization • It promotes simplicity and consistency in our communications 55 . In practice.

Brand architecture visualization 56 .

Program or Brand United Way Brandmark Level 1: United Way masterbrand only (see page 2.5) Partner/Program logo WITH A United Way Community Partner OR Community Partner Level 4: Legacy brands and collective initiative identities (optional) (see page 2.2) WITH N/A United Way of Anytown Level 2A: United Way affinity group identities (see page 2. United Way Brand Identity Guidelines 6.4) Product or event WITH United Way of Anytown Level 3: Partner dominant with United Way endorsement (see page 2. products.7) A United Way National Corporate Leader 57 .0 © United Way Worldwide 2009 Visual architecture: Overview The levels shown here define the correct visual representation of the brandmark for United Way entities.6) United Way of Anytown Level 5: National/local partnerships and co-sponsorships N/A (see page 2. events and other branding opportunities. offerings.1 Brand Architecture visualization with Brand Architecture Version 2.3) United Way Affinity Group WITH United Way of Anytown Level 2B: United Way product and event United Way identities (see page 2.

but may also use the horizontal or vertical lockup. los potius inflammad ut coercend magist et dodecendensse videantur 58 . quis Lorem nobis eligent nostrud exercitation ad minim optio congue: First Edition. See pages 2.2 Brand Architecture visualization with Brand Architecture Version 2.0 © United Way Worldwide 2009 Level 1: United Way masterbrand only visualization United Way masterbrand only To be used by national and local organizations OR as their primary means of self-identification.10 and 2. United Way Brand Identity Guidelines 6. 2003 Improb pary minuit.11 for complete specifications. WITH United Way of Anytown (Flexible placement treatment) United Way masterbrand only examples Foothills United Way Foothills United Way Ut einim ad minim veniam. The localized brandmark can use the preferred United Way of Anytown flexible placement treatment.

affinity group identity not need to know of them as stand-alone brands. See the United Way simplicity and directness. For clarity. brandmark placed on the right.1. United Way masterbrand dominant initiative names should use generic or proper name descriptors. United Way affinity group identity visualization United Way affinity group identity example United Way Affinity Group United Way of Anytown Affinity Group (descriptive nomeclature) (descriptive nomeclature) United Way of Anytown WITH OR WITH United Way Tocqueville Society Leadership Dinner United Way of Anytown United Way affinity group identity specifications First upper and then lower case United Way of Anytown Tocqueville Society Meta Bold Meta Book Italic Other United Way affinity groups include: National Corporate Leadership Program 59 National Professional Council Million Dollar Roundtable Legacy Giving Circle Women’s Leadership Council .0 © United Way Worldwide 2009 To be used for United Way offers that are The United Way affinity group identity should Color treatments Level 2A: controlled by United Way. These offers often serve as an overarching association of other. United Way Brand Identity Guidelines 6. audiences do brandmark color palette on page 3. individually branded programs. products and events. Blue. but that will not appear on the left side of the page with the Level 2A programs may appear in United Way United Way be promoted as separate entities.3 Brand Architecture visualization with Brand Architecture Version 2. black or white.

graphics identified with the affinity group may be site on United Way Online for more information. Contact United Way does not include the affinity group name may be repurposed for use in association with the Level 2A identities. be retired. any associated artwork that visualizations Artwork for Tocqueville societies is available from United Way of America. United Way incorporated into designs using the Level 2A Logos previously used for affinity groups should affinity group identity visualizations.0 © United Way Worldwide 2009 Creative Studio or visit the Brand Management Examples of Level 2A: As the following examples illustrate. United Way affinity group identity examples Repurposed associated artwork with associated artwork Tocqueville Society artwork United Way of Anytown Women’s Leadership Council United Way of Anytown 2007 United Way Tocqueville Society 2006 Community Leaders Annual Awards Luncheon ® ® 60 . however.4 Brand Architecture visualization with Brand Architecture Version 2. United Way Brand Identity Guidelines 6.

5 Brand Architecture visualization with Brand Architecture Version 2. United Way Brand Identity Guidelines 6. Because they are unique and add special product and event value to our mission. black or white. however. any associated artwork (not including the product or event of belonging by their target audiences. brandmark placed on the right. United Way branded program visualization United Way branded program example United Way United Way of Anytown Product or Event Product or Event United Way WITH OR WITH Campaign Coordinator’s Guide United Way of Anytown Day of Caring United Way of Anytown United Way of Anytown United Way branded program specifications Meta Bold 1U 1/2U United Way of Anytown 1-1/3U Day of Caring Other United Way products and events include: Community Leaders Conference 61 Minority Roundtable Meta Book Italic First upper and then lower case State of Caring Index™ Day of Caring Community Readiness . they are promoted as Logos previously used for products and events identities individual offers in order to create a sense should be retired. name) may be repurposed for use in association with the Level 2B identities.0 © United Way Worldwide 2009 To be used for United Way offers that are The United Way product or event identity should Color treatments Level 2B: controlled by United Way. Blue. and that have or appear on the left side of the page with the Level 2B programs may appear in United Way United Way require their own stand-alone identities.

have or Level 3 endorsements may appear in United Way Partner dominant with require their own stand-alone identities. Do 1/2 U centro ef entrius mata en entrugel.6 Brand Architecture visualization with Brand Architecture Version 2. Do centro ef entrius mata en entrugel.0 © United Way Worldwide 2009 To be used for offers that are only partially. 1/2 U Community Partner Ef entrius inza do zupa terium. and Blue. Program dominant with United Way endorsement visualization Partner/Program logo WITH A United Way Community Partner OR A United Way Community Partner Community Partner Program dominant with United Way endorsement specifications Event Name First upper and then lower case 1U July 3. where there is a desire for mutual affiliation. United Way endorsement Partner dominant with United Way endorsement example Lorem Ipsem Aqueriusio de matza exo aferica e mantra dolarius quento sud. controlled by United Way. Ef entrius do influenza do zupa terium. black or white. 1/2 U white box 62 Community Partner . 2006 A United Way Community Partner Aqueriusio de matza exo aferica Meta Book Meta Bold Meta Book mantra dolarius quento sud. Color treatments Level 3: or not at all. United Way Brand Identity Guidelines 6.

the community overlap. Program dominant with local United Way endorsement visualization 1U 1/2 U United Way of Anytown 1/2 U 1/4 U United Way of Anytown Community Partner 1/2 U Community Partner 1/2 U white box Program dominant with local United Way endorsement specifications First upper and then lower case A United Way of Anytown Community Partner A United Way of Anytown Community Partner Meta Book Meta Bold Meta Book 63 . Usage is the same as for the non. color options are available at all.7 Brand Architecture visualization with Brand Architecture Version 2. When no United Way brand palette endorsement. it may be desirable to indicate localized versions. are available. however. including black. partner lockups and taglines should be rendered United Way endorsement which individual United Way is providing the in black. United Way Brand Identity Guidelines 6. the special use white lockups and the white taglines should be reversed out of whatever solid color is being used. except for black. lockup and the community partner tagline may When no United Way brand palette color options Partner dominant with Where multiple United Ways’ service areas be localized.0 © United Way Worldwide 2009 Level 3 visualization reflects the need for mutual For that reason. both the community partner Note Localization of Level 3: affiliation of a partner with United Way generally.

0 © United Way Worldwide 2009 This level is for those identities that represent In this case.8 Brand Architecture visualization with Brand Architecture Version 2. and collaborative equity and/or legal constraints that the existing Type and color should be changed to conform to brand identity should remain as is. 64 . Note: Please refer to United Way Success By 6® Logo Guidelines for specific graphic guidelines for the United Way Success By 6® logo. United Way Brand Identity Guidelines 6. identities identities that are recognized and promoted on a national level and in which United Way is clearly a partner with others. They are the guidelines wherever possible. brand identity should be incorporated as possible. as many aspects of the United Way Level 4: Legacy brands relationships that are so invested with history. Legacy brand examples Note: Please refer to 2-1-1 Marketing Materials Logo Usage Guidelines for United Ways for specific graphic guidelines for the 2-1-1® logo.

0 © United Way Worldwide 2009 United Way is the lead partner in a cooperative effort. National/local partnership examples and specifications National Corporate Leadership tagline examples and specifications A United Way National Corporate Leader 1U A TM 3/4 U Co-sponsorship vertical examples 1/2 U United nited Way National Corporate Leader and specifications Co-sponsorship horizontal examples and specifications Sponsored by Sponsored by Sponsored by Sponsored by Sponsored by U . When one of many or a lesser partner in the effort.9 Branding Elements with Brand Architecture Version 2. United Way Brand Identity Guidelines 6. But it is understood that these guidelines may not prevail in a program that United Way does not control. United Way can recommend or request that these visualization guidelines be followed.