United Way of America Brand Identity Guidelines With Brand Architecture

Brand Identity Guidelines with Brand Architecture
Version 1.5 United Way of America 2006
what matters.
Contents
United Way Brand Identity Guidelines with Brand Architecture

Introduction 1.0 Using the brand identity guidelines . . . .3
Brandmark usage 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.11 Our new brandmark . . . . . . . . . . . . . . . . .5 Brandmark: Full-color . . . . . . . . . . . . . . . .6 Brandmark: One-color . . . . . . . . . . . . . . . .7 Brandmark: Background control . . . . . . .8 Brandmark: Special usage . . . . . . . . . . . .9 Brandmark: Minimum size . . . . . . . . . . .10 Brandmark: Unacceptable uses . . . . . . .11 Brandmark placement . . . . . . . . . . . . . . .12 Our new brandmark with tagline . . . . . .13 Tagline: Flexible placement . . . . . . . . . . .15
Support elements 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Color palette . . . . . . . . . . . . . . . . . . . . . .31 Impact graphic . . . . . . . . . . . . . . . . . . . .32 Impact graphic: Color . . . . . . . . . . . . . . .33
Brand architecture 5.0 What is brand architecture? . . . . . . . . . . .51
Brand architecture visualization
6.1 Visual architecture: overview . . . . . . . . . .53 Typography . . . . . . . . . . . . . . . . . . . . . . .34 6.2 Level 1: United Way masterbrand only . .54 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .35 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . .36 Brandmark placement . . . . . . . . . . . . . . .37 6.5 Level 2B: United Way product and event identities . . . . . . . . . . . . . . . . . . . . .57 6.6 Level 3: Partner dominant with United Way endorsement . . . . . . . . . . . . .58 6.7 Localization of Level 3 . . . . . . . . . . . . . . .59 6.8 Level 4: Legacy brands and collaborative identities . . . . . . . . . . . . . .60 6.9 Level 5: National/local partnerships and co-sponsorships . . . . . . . . . . . . . . . .61 Appendices 7.1 Appendix A: 2-1-1 logo guidelines . . . . . . . . . . . . . . . .63 Appendix B: United Way Success By 6 logo guidelines . . . . . . . . .70 6.3 Level 2A: United Way affinity group identity . . . . . . . . . . . . . . . .55 6.4 Examples of Level 2A . . . . . . . . . . . . . . . .56
2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14 2.12 Tagline: Color treatments . . . . . . . . . . . .16 2.13 Tagline: Examples . . . . . . . . . . . . . . . . . .17 2.14 Our new brandmark and localization . . .18 2.15 Localization: Vertical lockup . . . . . . . . . .19 2.16 Localization: Horizontal lockup . . . . . . .20 2.17 Localization: Flexible placement . . . . . .21 2.18 Localization: Serving multiple areas . . .22 2.19 Localization: Multiple affiliations . . . . . .23 2.20 Localization: Color treatments . . . . . . . .24 2.21 Localization: Examples . . . . . . . . . . . . . .25 2.22 Localization and tagline together . . . . .26 2.23 Localization and tagline: Unacceptable uses . . . . . . . . . . . . . . . . . .27 2.24 Key to file naming . . . . . . . . . . . . . . . . . .28 2.25 Artwork finder . . . . . . . . . . . . . . . . . . . . .29 4.9 Exterior signage . . . . . . . . . . . . . . . . . . .47 4.5 4.6 4.7 4.8 Report covers . . . . . . . . . . . . . . . . . . . . . .43 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .44 Print advertisements . . . . . . . . . . . . . . . .45 Website . . . . . . . . . . . . . . . . . . . . . . . . . .46 4.4 Newsletters . . . . . . . . . . . . . . . . . . . . . .42 4.2 4.3 Brochures: Front and back covers . . . . .40 Brochures: Interior spreads . . . . . . . . . .41 Sample applications 4.1 Brand identity: System overview . . . . . .39
7.8 4.10 Interior signage . . . . . . . . . . . . . . . . . . . .48 4.11 Video, animation and interactive . . . . . .49
1.0 Introduction

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.
Brandmark usage
2.1 Brandmark usage

Our new brandmark
The most fundamental visual element of a brand identity is its brandmark. The new United Way brandmark signals a change for a new approach to the future while preserving the heritage of our past. The evolution of our brandmark is most dramatic in its new configuration. The symbol is now joined together with the United Way name in a permanent, bold alliance. Its holding device is a simple rectangular shape that is unifying and inviolable.
The original components of our traditional brandmarkthe rainbow of hope, the hand of support and the person as a symbol of humanityhave been maintained because they are still effective in communicating important United Way brand characteristics caring, inspiring, trustworthy and approachable.
The changes to these key elements are intended to express new brand characteristicsinnovative, dynamic and results orientedcharacteristics that we need to help us achieve our community impact mission.
Brandmark
Customized letterforms
Helping hand symbol
2.2 Brandmark usage

Brandmark: Full-color
The full-color version of the United Way brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in branded applications whenever possible.
Pantone, CMYK and RGB reproduction files of the full-color brandmark are available for specific application requirements. See the artwork finder on page 2.25 for complete specifications and files.
Note: As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately. We must use a trademark symbol (TM) with the brandmark to ensure our legal rights are protected. Always display the trademark symbol (TM) in the position indicated.
The preferred brandmark is full-color.
2.3 Brandmark usage

Brandmark: One-color
When reproduction constraints prevent the use of the primary full-color United Way brandmark, use one of the alternative one-color versions. See the artwork finder on page 2.25 for complete specifications and files.
One-color blue brandmark The one-color blue brandmark is to be used when United Way Blue is the only available color selection. See the United Way color palette on page 3.1 for complete specifications.
One-color black brandmark The one-color black brandmark is to be used when black is the only available color selection.
Note: These brandmarks should never appear on a website, four-color brochure or any other application where a full-color brandmark is useable. The one-color brandmarks may not be reproduced in any color other than United Way Blue and black.
One-color blue brandmark
One-color black brandmark
2.4 Brandmark usage

Brandmark: Background control

Background colors and graphics can easily overpower or compete with brandmarks. A white outline has been built into the artwork to maintain separation between the United Way brandmark and the backgrounds where it will appear. This outline will not appear when the brandmark is staged on a white background.
The white outline helps the brandmark stand out from any kind of background.
2.5 Brandmark usage

Brandmark: Special usage

The special usage United Way brandmarks are used when printing on colored surfaces, or screening of inks is not possible. This may occur when reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, these brandmarks may only be used when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white. For example, this may occur when printing a black & white laser print on blue paper. When printing on white paper, the full-color or one-color brandmarks should be used at all times. See the artwork finder on page 2.25 for complete specifications and files.
Note: These brandmarks should never appear on a website, four-color brochure, one-color brochure or any other application where a full-color or one-color brandmark is useable. The special usage brandmarks may not be reproduced in any color other than United Way Blue, black and white.
Blue special usage brandmark
Black special usage brandmark
White special usage brandmark
2.6 Brandmark usage

Brandmark: Minimum size

To ensure the integrity of the United Way brandmark, do not reduce its width to less than .75 inches for print or special usage, and 90 pixels or 1.25 inches for screen applications. Other reproduction methods may require the minimum size to be greater than the sizes identified here.
Screen
90 pixels or 1.25" wide
Print
.75" wide
Special usage
.75" wide
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2.7 Brandmark usage

Brandmark: Unacceptable uses

The consistent and correct application of the United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the United Way brandmark.
Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately. See exceptions for video, animation and interactive on page 4.11.
Day of Caring
Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from the United Way name Never put other words or phrases inside the brandmark Never extract the words United Way from the brandmark
Never tilt the brandmark
Never distort the shape of the brandmark
Never alter the shape of the brandmark in any way
Never add elements inside the brandmark
of Anytown
Never add elements over the brandmark Never add a local name inside the brandmark Never rearrange the elements of the brandmark Never reverse the brandmark to white Never extract any of the graphic elements contained in the brandmark to use separately
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2.8 Brandmark usage

Brandmark placement
Correct placement of the brandmark will help ensure the integrity of United Way communications. The brandmark should always be placed at a distance of a half of the symbol square from the right edge of any print or on-screen application. This applies to all versions of the brandmark, with or without the tagline and local identifier. While the brandmark will not necessarily align with the grid, its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a consistent presentation.
Symbol square
1/2 Square
Right edge of application
United Way of Cleveland County

The United Way System Programs & Services How to Give Media Center Contact Us Job Opportunities
what matters.
United Way of Fox Cities

Find a United Way
Impact Matters
GO
Get Involved
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Volunteer Now
GO
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Give Now Programs Initiatives United Way International United Way of Canada About United Way My Profile
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Fact of the Week

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2.9 Brandmark usage

Our new brandmark with tagline

Our tagline is our primary marketing message. All communications and creative materials are rooted in the what matters concept. The tagline should be used on all marketing communications, including print collateral, advertising and websites.
The tagline can be placed in two ways: with a fixed lock-up and flexible placement relative to the brandmark. The tagline always appears in all lower case, Meta Book Roman typeface, followed by a period and registered trademark symbol (). See color, placement and size specifications on the following pages. Refer to the artwork finder on page 2.25 for complete specifications and files.
Note: As one of our most important assets, the tagline must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the tagline in relationship to the brandmark or add other graphic elements to its presentation. We must use a trademark symbol (TM) with the tagline to ensure our legal rights are protected. Always display the trademark symbol (TM) in the position indicated.
what matters.
Lower case
Trademark symbol
what matters.
Meta Book Period
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2.10 Brandmark usage

Tagline: Lockup treatment

When the tagline is locked up with the brandmark it appears in a fixed position underneath the brandmark. The size relationship and position have been determined for optimal communication of both the United Way brandmark and the tagline. The brandmark must appear with a trademark symbol (TM); the tagline must appear with a registered trademark symbol (). The tagline is placed in a fixed position relative to the brandmark. When placed on a colored background, the tagline letters reverse to white.
what matters.
what matters.
Specifications for tagline lockup
1U
3/4 U 3/4 U
what matters.
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Tagline: Flexible placement treatment

You may choose not to lock up the tagline with the brandmark. However, in order to protect the integrity of the brandmark and tagline, you must place both on the same page in the size proportions indicated.
The brandmark is placed at a distance of a half of the symbol square from the right edge of the application and the tagline is placed at the same distance from the left edge. You may place both elements anywhere along their edge as long as you maintain the distance and the size relationship prescribed. However, it is preferred that the brandmark and tagline appear in close proximity, especially when there is a large body of copy on the same page. Greater flexibility 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.
1/2 Square
what matters.
1U
Symbol square
1/2 Square
1U
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Tagline: Color treatments

The tagline may appear with the full-color brandmark, as well as the one-color and special usage brandmarks. The color of the brandmark dictates the color of the tagline. The color specifications on this page apply to both the tagline lockup and the flexible placement treatments. See the color palette on page 3.1 for complete color specifications.
Tagline color with full-color and one-color blue brandmarks When using the full-color or one-color blue brandmark on a light background, the tagline should appear in United Way Blue. When used over a dark background, the tagline should reverse to white.
Tagline color with one-color black brandmark When using the one-color black brandmark on a light background, the tagline should appear in black. When used over a dark background, the tagline should reverse to white.
Tagline color with special usage brandmarks When using special usage brandmarks, the tagline should always appear in the same color as the brandmark. Note: Never use the tagline over a complicated part of an image or a color that hinders its legibility.
Color for tagline lockup and flexible placement treatments
what matters.
what matters.
what matters.
what matters.
what matters. what matters.
what matters.
what matters.
what matters.
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Tagline: Examples
The consistent and correct application of the United Way tagline is essential. The examples on this page illustrate some of its acceptable uses in both the flexible placement and the lockup treatments.
Flexible placement treatment of tagline with full-color brandmark
Tagline lockup treatment with one-color blue brandmark
what matters.
what matters.
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Our new brandmark and localization

With our focus on community impact, it is important that we localize our communications. The brandmark and local identifier should be used on all marketing communications, including print collateral, advertising and website. Localization can be accomplished in three ways: with two fixed lock-ups and a flexible placement treatment. Regardless of its placement, the local identifier always appears in first upper case and then all lower case Meta Bold. See color, placement and size specifications on the following pages.
Note: The brandmark with local identifier must always appear as shown in one of the variations illustrated in these guidelines. Never attempt to redraw or rescale the local identifier in relationship to the brandmark or add other graphic elements to its presentation.
United Way of Anytown Anytown United Way

First Firs upper First upper and then lower case low ca lower case
United Way of Anytown y f Anytown Anytown United Way

Meta Bol Meta Bold eta Bold
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Localization: Vertical lockup treatment

When the local identifier is locked up with the brandmark, it appears in a fixed position underneath the brandmark holding shape. The vertical lockup is better suited for vertical formats such as flyers and brochures. The size relationship and position have been determined for optimal communication of both the United Way brand and location.
Note: The size of the local identifier should never be made larger than specified.
The local identifier is placed in a fixed position relative to the brandmark holding shape.
When placed on a colored background, the white background control line expands to provide an area to hold the local identifier.
Foothills United Way
Specifications for vertical local identifier lockup. The local identifier can extend to maximum three lines.
location name does not go beyond this area location name does not go beyond this area location name does not go beyond this area
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 or three letters.
1U
1U
1U
1/2 U 1/2 U 1/2 U

white box
1/2 U 1/2 U 1/4 U 1/2 U
United Way of Metropolitan Dallas

white box
1/2 U 1/2 U 1/4 U
1/2 U
United Way of Summit, New Providence & Berkeley Heights

white box
United Way of Grant, Hardy & Pendleton County
United Way of Grant, Hardy & Pendleton County
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Localization: Horizontal lockup treatment

When the local identifier is locked up with the brandmark, it appears in a fixed position on the left-hand side of the brandmark holding shape. The horizontal lockup is better suited for horizontal formats such as web pages and banners. The size relationship and position have been determined for optimal communication of both the United Way brand and the local identifier.
The local identifier is placed in a fixed position relative to the brandmark holding shape.
When placed on a colored background, the white background control line expands to provide an area to hold the local identifier.
Specifications for horizontal local identifier lockup. The local identifier should always be on two lines.
UFoothills United WayU

U UU
white box
UUnited Way of Summit, New Providence & Berkeley HeightsU

white box
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Localization: Flexible placement treatment

You may choose not to lock up the local identifier with the brandmark. However, in order to protect the integrity of the brandmark and local identifier you must place both on the same page in the proportions indicated.
The brandmark is placed at a distance of a half of the symbol square from the right edge of the application; and the local identifier is placed at the same distance from the left edge. You may place both elements anywhere along the edge as long as you maintain the distance and the size relationship prescribed.
Maintain a fixed size relationship between the local identifier and brandmark when using them in the flexible placement treatment.
1/2 Square
United Way of Johnson County
X X
Symbol square
1/2 Square
X X
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Localization: Serving multiple areas

Some local United Way organizations serve multiple areas. These areas should not be included in the horizontal or vertical lockups. If they must be used with the brandmark, they can be used in the flexible placement treatment of the local identifier. They can also be treated as text within the application.
It is preferred to communicate service areas in text but not with the brandmark.
or
United Way of Central Carolinas
or
When using the flexible placement treatment, it is acceptable to use service areas as shown here.
Never lock up service areas to the brandmark.

serving Cabarrus, Mecklenburg, Mooresville-Lake Norman and Union Counties
United Way of Central Carolinas serving Cabarrus Mecklenburg Mooresville-Lake Norman Union Counties United Way of Central Carolinas
serving Cabarrus, Mecklenburg, Mooresville-Lake Norman, and Union Counties
Specifications for flexible placement treatment of the local identifier

serving Cabarrus, Mecklenburg, Mooresville-Lake Norman and Union Counties
Meta Book Italic Upper and lower case
1U
1/2 X 3/4 X
1U
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Localization: Multiple affiliations

Some local United Way organizations are affiliated other local United Ways. These affiliations should not be included in the horizontal or vertical lockups. If they must be used with the brandmark, they can be used in the flexible placement treatment of the local identifier. They can also be treated as text within the application.
Multiple affiliations should always be phrased as, affilliated with.
When using the flexible placement treatment, it is acceptable to use affiliations as shown here.
Never lock up service areas to the brandmark.

affiliated with United Ways of Collin County, Greater Lewisville and Rockwall
United Way of Metropolitan Dallas affiliated with United Ways of Collin County, Greater Lewisville and Rockwall United Way of Metropolitan Dallas
Specifications for flexible placement treatment of the local identifier

Meta Book Italic Upper and lower case
1U
1/2 X 3/4 X
1U
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Localization: Color treatments

The local identifier may appear with the full-color brandmark, as well as the one-color and special-usage brandmarks. The color of the brandmark dictates the color of the local identifier. The color specifications on this page apply to both the tagline lockup and the flexible placement treatments. See the color palette on page 3.1 for complete color specifications.
Local identifier with full color and one-color blue brandmarks When using the horizontal or vertical lockup treatment with a full-color or one-color blue brandmark, the local identifier should always be United Way Blue. The white background control box will separate it from the background. When using the flexible placement treatment of the full-color or one-color blue brandmark on a light background, the local identifier should appear in United Way Blue. When using the flexible placement of the full-color or one-color blue brandmark on dark background, the local identifier reverses to white.
Local identifier with one-color black brandmark When using the horizontal or vertical lockup treatment with a one-color black brandmark, the local identifier should always be black. The white background control box will separate it from the background. When using the flexible placement treatment of the one-color black brandmark on a light background, the local identifier should appear in black. When using the flexible placement of the one-color black brandmark on a dark background, the local identifier reverses to white.
Local identifier with special usage brandmarks When using special usage brandmarks, the local identifier should always appear in the same color as the brandmark. Note: Never use the local identifier over a complicated part of an image or a color that hinders its legibility.
Color for local identifier horizontal and vertical lockup treatment
United Way of Anytown
Color for local identifier flexible placement treatment
United Way of Anytown United Way of Anytown
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Localization: Examples
The consistent and correct application of the local identifier is essential. The examples on this page illustrate some of the acceptable uses of both the flexible placement and the lockup treatments of the local identifier.
Local identifier vertical lockup treatment with one-color black brandmark
Local identifier horizontal lockup treatment with full-color brandmark
Flexible placement treatment of local identifier with one-color blue brandmark
Greater Mankato Area United Way

United Way of Anderson County
United Way of Curry County
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Localization & tagline together

When using both the local identifier and tagline on the same application, one of them must be treated as a lockup, while the other should follow the flexible placement treatment rules.
Note: Never lock up both the tagline and the local identifier to the brandmark.
Choose whether to lock up the brandmark with the tagline or the local identifier.
what matters.
Anytown United Way
or
or
Anytown United Way

what matters.
what matters.
Anytown United Way
Local identifier vertical lockup with a flexible placement treatment of the tagline
Tagline lockup with a flexible placement treatment of the local identifier
what matters.
Montgomery Area United Way

Montgomery Area United Way
what matters.
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Tagline and localization: Unacceptable uses

The consistent and correct application of the tagline and the local identifier is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the United Way brandmark with the tagline and the local identifier.
Note: Never attempt to redraw or rescale the elements of the brandmark with the tagline or the local identifier or add other graphic elements in its presentation.
what matters.
Never change the typeface, color or size relationship of the tagline or local identifier
Anytown United Way
Anytown United Way
what matters.
Never combine the lockups of the tagline and local identifier
what matters.
Anytown United Way
Knowing what matters.
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
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Key to file naming

Many custom artwork files have been developed for the United Way brandmark. These files follow a specific naming convention so you may quickly understand the contents of each file and locate them easily. Each part of the file name is an abbreviated form of information about the file. All file names consist of lowercase letters and use underscores to separate information.
uw
Company uw United Way
_
Color
3s
4p 4-color process (CMYK) 4s 4-color spot 3s 3-color spot rgb on-screen applications b blue k black w white
ful
Version ful full-color one one-color spe special-usage
eps
Format suffix eps Hi-resolution vector artwork created in Adobe Illustrator Use these .eps files to create other formats
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Artwork finder
Reproduction art for the United Way brandmark and the brandmark with tagline lockup is available for both Mac and PC in eps format.
The files are available on the United Way Brand Identity Guidelines CD or may be obtained by contacting: susan.carpenter@uwa.unitedway.org
Use the file name next to each brandmark variation to properly identify the file you need.
Four-color process Refer to United Way color palette for color specifications File Name: uw_4p_ful.eps
Use this brandmark file when four-color process printing will be used to reproduce your document. Any document containing full-color photographs will be printed in four-color process printing.
Four-color spot PMS 287c, PMS 659c, PMS 179c, PMS 143c File Name: uw_4s_ful.eps
This file should be used when four spot colors will be printed. Examples of items that would typically be printed in spot color are silk-screened items such as T-shirts, tote bags and some signage. This file might also be useful for items printed on a digital press.
Three-color spot Pantone 287c, Pantone 179c and Pantone 143c File Name: uw_3s_ful.eps
The three-color file provides full color while printing only in three inks by deriving the lighter blue from the dark blue ink. Use this where you will only be printing in the three colors.
RGB Refer to United Way color palette for color specifications File Name: uw_rgb_ful.eps
Use this file for all PowerPoint and Web-based applications. DO NOT USE other four-color files for those purposes or use the RGB file for printing.
This logo is to be used when United Way Blue (PMS 287) is the only available color selection.
One-color blue Pantone 287c File Name: uw_b_one.eps
Special usage blue Pantone 287c File Name: uw_b_spe.eps
Use the Blue special usage brandmark when the screening of inks is not possible, such as when reproducing on plastic, glass, metal, fabric or other materials.
This brandmark is to be used when black is the only available color selection.
One-color black Black 100% File Name: uw_k_one.eps
Special usage black Black 100% File Name: uw_k_spe.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. This brandmark may also be used when reproducing on plastic, glass, metal, fabric or other materials.
Special usage white C:0, M:0, Y:0, B:0 File Name: uw_w_spe.eps
Use the White special usage brandmark when reproducing on plastic, glass, metal, fabric or other materials on a dark background.
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Support elements
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3.1 Support elements

Color palette
It is important that United Way local member organizations maintain a consistent appearance of the brandmark and all visual communications across various media types and materials. Using colors consistently in all communications will strengthen brand recognition, create impact and differentiate our programs.
The United Way color palette is comprised of colors used in the United Way brandmark. In addition, two grays, black and white are included for added flexibility and one-color scenarios. On this page you will find specifications for reproducing the United Way colors in a variety of ways.
Note: The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition.
United Way Blue

Pantone 287 C:100 M:74 Y:0 K:0 R:16 G:22 B:127
United Way Light Blue

Pantone 287C at 52% or Pantone 659 C:55 M:40 Y:0 K:0 R:124 G:129 B:184
United Way Red

Pantone 179 C:0 M:85 Y:89 K:0 R:254 G:35 B:10
United Way Gold

Pantone 143 C:0 M:34 Y:86 K:0 R:255 G:150 B:0
United Way Dark Gray

Pantone Cool Gray 11 C:0 M:0 Y:0 K:80 R:54 G:54 B:54
United Way Light Gray

Pantone Cool Gray 4 C:0 M:0 Y:8 K:27 or C:0 M:0 Y:0 K:27 R:186 G:186 B:186
Black
Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0
White
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255
31

Impact graphic
The United Way impact graphic is a motif that helps create a distinct and consistent visual presence across our print and digital applications. 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. The impact graphic may also appear on interior pages although this is not a requirement.
The impact graphic extends from the left to the right edge of the application and can be stretched vertically as long as it remains in the same proportions. While the motif can extend to a full bleed, the minimum height is .625 inches.
These are the exact size and color proportions of the impact graphic and must be used at all times.
1/4 X
25% of color
100% of color
1/4 X
50% of color
The impact graphic can be stretched vertically as long as in proportion.
The impact graphic can move from top to bottom as long as it is not cropped.
The only alternative to using the impact graphic on covers is using a full bleed image or full bleed United Way color.
32

Impact graphic: Color

The colors used for the United Way impact graphic are limited to five colors from the United Way color palette. These colors, United Way Blue, United Way Red, United Way Gold, United Way Dark Gray and United Way Light Gray, have been selected for maximum impact. See the United Way color palette on page 3.1 for complete specifications.
The color proportions of 25%, 100%, and 50%, respectively must never change regardless of which of the five colors is used. The impact graphic may be given transparency as long as the color palette and color proportions are maintained.
Note: Never use United Way Light Blue, black, white or any colors not in the United Way color palette for the impact graphic.
These are the only five color options for the impact graphic.
United Way Blue
United Way Red
United Way Gold
United Way Dark Gray
United Way Light Gray
33

Typography
Three standardized typefaces have been chosen for the United Way brand identity. They are to be used in all printed and online communications. Each of the fonts was selected for its visual compatibility with the United Way brandmark and for its ability to convey a personality that is consistent with our brand. Only use the weights and styles shown on this page.
Meta typeface The primary typeface in the United Way brand identity system is Meta. Meta is a simple and clean typeface that conveys a humanistic and caring, yet professional tone. Use Meta in all headlines and subheads in printed and online applications. Meta may also be used for text.
Arial typeface Arial is an acceptable substitute for Meta only when Meta is unavailable. Arial can also be used in correspondence, in word-processed documents, for text in publications, for PowerPoint presentations and for narrative text on websites.
Times New Roman typeface Times New Roman is a classic serif font that may be used in correspondence, in word-processed documents or for text in publications, but should not be used in headlines or subheads.
Meta Book Roman Meta Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Arial Regular Arial Italic
Times New Roman Regular Times New Roman Italic

Meta Bold Meta Bold Italic

Arial Bold Arial Bold Italic
Times New Roman Bold Times New Roman Bold Italic

34

Imagery
A carefully managed approach to selecting photography will help position the United Way brand and create a distinctive and lasting impression. There are two general photographic categories for image selection, communities and portraits. Using images from these categories can help support text messages. It is important to select imagery that is dynamic, uplifting, caring and optimistic.
The main photographs in any communication should include people. This approach is in line with our evolution from a fundraiser to a community impact organization. It is important to show diversity in age, ethnic background, profession and personal interests.
Communities United Way community photos show the interaction and contributions of people in their communities. Showing families in their homes, people in their business environments and friends having fun reinforces the benefits derived from United Way initiatives and programs. Dramatic perspective and interesting cropping help give images an inspired feeling.
Portraits United Way portraits capture the personality of the individual by featuring the persons face when dramatically lit or tightly cropped. This enables the viewer to establish an intimate, engaging connection with the subject. The background should not overpower or compete with the portrait.
Communities
Portraits
Monotones can be made with any color in the United Way color palette.
Duotones can be made with black and any color in the United Way color palette; no other color combinations are permitted.
35

Grids
When developing layouts for print applications, follow the grid proportions shown below. These grids will help you place copy and imagery in a consistent manner. All grids should have a .5 margin on all sides and .2 gutters.
Other formats may require the alteration of existing grids or creation of new grids.
The 2column grid is used to create items such as 4x9 rack cards and brochures.
The 5column grid is used to create items such as 8.5x11 brochures and newsletters.
The 6column grid is used to create items that are 9x12 or larger such as folders and posters.
36

Brandmark placement
Correct placement of the brandmark will help ensure the integrity of United Way communications. The brandmark should always be placed at a distance of a half of the symbol square from the right edge of any print or on-screen application. This applies to all versions of the brandmark, with or without the tagline and local identifier. While the brandmark will not necessarily align with the grid, its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a consistent presentation.
Symbol square
1/2 Square
Right edge of application
The brandmark distance from the right edge is consistent with or without tagline and local identifier.
what matters.
United Way of Fox Cities
37
Sample applications
38
4.1 Sample applications

Brand identity: System overview

The brand identity elements reviewed in Section Two and Three inform our approach to application development. We can think of the elements of the identity system as our building blocks for all communication materials. By following the guidelines on previous pages, we can meet the brand objectives that are defined by our positioning, mission and vision and still maintain the flexibility to develop uniquely creative and impactful designs.
Meta Book Roman Meta Book Italic

Arial Regular Arial Italic
Meta Bold Roman Meta Bold Italic

Arial Bold Arial Bold Italic
United Way of Anytown Anytown United Way
Times New Roman Regular Times New Roman Bold Times New Roman Bold Italic Times New Roman Italic
United Way
Symbol square
1/2 Square
what matters.
39

Brochure: Front and back covers

Brochures are effective communication vehicles used to convey information about our programs in a compelling and engaging way.
Brochure cover design alternatives

what matters.
Full-color brochure cover
At vero accusam et iusto odogio dig nissum qui blandit
2004
Dolor in reprehen in voluptate velit esse molestaie consequat: At vero eos et accusam et iusto
United Way of Newton
With the flexible placement treatment for the local identifier, place it at a half of the brandmark symbol square from the left edge.
Heart of America United Way
Vel illum 2005

Dolor in reprehen in voluptate velit esse molestaie consequat: At vero eos et accusam et iusto
The impact graphic may only be one of five colors specified on page 3.3.
Back covers
Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna. Ym veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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. Lorem ipsum dolor sit amet consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut laore et dolore magna liquam erat volupat Ut enim a. Tinim veniam, quis nostrud esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum.
Heart of America United Way
what matters.
Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet.
When the tagline is locked up with the brandmark, it appears in a fixed position underneath the brandmark.
what matters.
40

Brochure: Interior spreads

Based on United Way grids, interior spreads afford enough flexibility to suit different styles of communications.
Monotones can be made with any color in the United Way color palette. Duotones can be made with black and any color in the United Way color palette.
Interior spread design alternatives

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One-color interior spread
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At vero consequat, vel illum dolore eu fugiat nulla pariatur.

Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore
odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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.
et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation
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ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Et tamen in busdam neque pecun modut
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Aris nisi ut aliquip ex ea commodo consequat. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur.
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luptatum delenit
Meta typeface can be used for headlines as well as text. The 5column grid is used for 8.5x11 brochures.
Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud
exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet.
41

Newsletters
A newsletter can accommodate a large body of text and still convey the essence of the United Way brand.
Newsletter design alternatives

what matters.
One-color newsletter
what matters.
Lorem ipsem dolor: Neque amet

Et invitat igitur vera ratio bene sanos.
Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. Duis autem est vel eum irure dolor in reprehenderit in 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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. sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet.
Solut nobis eligent

Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Et tamen in busdam neque pecun modut est neque nonor et.
The local identifier always appears in first upper case and then all lower case Meta Bold.
United Way of King County
Issue 2 Volume 8 Dec 2004

Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur.
The one-color blue brandmark is always used in one-color applications other than black and white. The impact graphic always extends from the left to the right edge.
Newsletter Title
Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur.
Issue 2 Volume 8 Dec 2004
Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potimollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdan.
42

Report covers
Using report covers helps to create visually distinct and professional presentations.
Report design alternatives

what matters.
Full-color report
Aloha United Way
Lorem nobis eligent optio congue:

Ut einim ad minim veniam, quis nostrud exercitation ad minim

First Edition, 2003
Soluta nobis eligent optio congue:

An approved weight and style of the Meta typeface is used for all headlines.
The full-color brandmark is always used in 4color applications.
The tagline color is blue when used with the full-color brandmark.
what matters.
43

Posters
Posters are a popular way to communicate locally.
Poster design alternatives
Full-color poster
Mt. Baldy United Way of Southern California
Lorem tempor!
Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper.
what matters.
what matters.
Ipsem dereud
Cupidata non provident, simil tempor sunt in culpa qui officia deserunt mollit anim.
Cupidata non provident, simil tempor sunt in culpa qui officia deserunt mollit anim. Deserunt mollit anim id est laborum et dom religuard cupiditat, qwuas nulla praid om umdant.
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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et hpular et soluta nobis eligent optio congue nihil est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odi ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga.Lorem ipsum dolor sit amet consectetur adipiscing elit, 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. Duis autem vel eum est irure dolor in reprehenderit volumptate velit esse mosetaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto luptatum delenit aigue duos dolor et qui mosestias excepteur sint occaecat cupidata non provident, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distcum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et
dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eu7m irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias excepteur sint. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit. Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. 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, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. 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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga
Culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque Et tamen in busdam neque pecun modut est neque nonor et imper.
United Way Thomas Jefferson Area
Only use photographs that show the new brandmark.
Nam livar tempor

The 6column grid is used for posters.
Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur.
Eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue duos dolor et molestias exc epteur sint occaecat cupidatat non provident, simil tempor sunt in culpa qui officiavt. Nam liver tempor cum soluta nobis eligent optio est congue nihil impedit doming id quod maxim sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum.
United Way of the Greater Lehigh Valley
When placed on a colored background, the white outline expands to accommodate the local identifier.
44

Print advertisements
When promoting the United Way on both a national and local level, you might want to use advertising. Because advertising is a very visible form of communication, it must adhere to the brand identity guidelines to ensure consistency of our brand image.
Print advertisement design alternatives
Print advertisement
Ipsem dereud
Cupidata non provident, simil tempor sunt in culpa qui officia mollit anim.
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. Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor.
consequat
Event Name
Duis autem est vel eum irure dolor in in voluptate velit esse molestaie id est laborum et dolor consequat.
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, simil tempor sunt in culpa qui officia deserunt mollit anim id est laborum et dolor fuga Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor tum poen legum odioque civiuda. Et tamen in busdam neque pecun modut est neque.
This community image is the communications primary photograph.

Housatonic/Shepaug United Way
what matters.
consequat vel amet dolore

The minimum height for the impact graphic is .625 inches.
Duis autem est vel eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat.
Eum irure dolor in reprehenderit in voluptate velit esse molestaie consequat, vel illum dolore eu fugiat nulla pariatur. At vero eos et accusam et iusto odogio dignissum qui blandit est paesent luptatum delenit aigue et dolor fuga Et harumd dereud facilis est er expedit distinct.
what matters.
The tagline always appears in all lower case, Meta Book Roman typeface, followed by a period and registered trademark symbol ().
45

Website
The web page shown here brings to life our unique positioning and personality through use of the core brand identity elements. It also 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
Three colors from the United Way color palette were selected for the design of this website.
The local identifier has a fixed size relationship with the brandmark.
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
GO
Get Involved
En epular et soluta nobis eligent optio congue nih
Est impedit doming id quod maxim religuard cupiditat, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist et dodecendensse videantur. Et invitat igitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, conse ctetur adipiscing elit, sed diam nonuat igitur vera ratio bene sanos as iustitiam, aequitated fidem.
POV
postal code
Lorem ipsum dolor sit amet consectetur adipiscing elit

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Volunteer Now
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Give Now Programs Initiatives United Way International United Way of Canada About United Way My Profile
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Fact of the Week

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Exterior signage
Signage provides a means to consistently identify, locate, direct and inform across operating sites and offices around the country. Shown here are two types of monument signs and 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.
The trademark symbol does not need to appear on signage.
Note: For exterior signage there are several types of signs available. The examples shown here are for design intent only. They can be used to guide the development of engineering drawings. Precise fabrication methods and exact measurements are determined with your signage vendor.

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Interior signage
Effective signage is an important opportunity to make a positive impression on internal and external audiences. Shown here are a few signs that might appear near or behind a reception desk. Interior full-color 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.
The trademark symbol does not need to appear on signage.
Note: For interior signage there are many types of signs available. The example shown here is for design intent only. It can be used to guide the development of engineering drawings. The precise fabrication methods and exact measurements are determined with your signage vendor.
Georgetown County United Way
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Video, animation and interactive

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

What is brand architecture? In concept, brand architecture is a systematic means of ordering the relationships between corporate, 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. In practice, brand architecture is an approach, in effect a roadmap, to classifying existing entities based upon their relationship to United Way. It also serves as a guide to help us name and create visual identities for new programs, 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
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Brand architecture visualization
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6.1 Brand architecture visualization

Visual architecture: Overview

The levels shown here define the correct visual representation of the brandmark for United Way entities, offerings, products, events and other branding opportunities.
Program or Brand
Level 1: United Way masterbrand only (see page 6.2)
United Way Brandmark

WITH
N/A
Level 2A: United Way affinity group identities (see page 6.3)
United Way Affinity Group United Way
WITH
Level 2B: United Way product and event identities (see page 6.5) Level 3: Partner dominant with United Way endorsement (see page 6.6)
Product or event
Partner/Program logo
WITH
WITH
A United Way Community Partner
OR
Community Partner
Level 4: Legacy brands and collective initiative identities (see page 6.8) Level 5: National/local partnerships and co-sponsorships (see page 6.9)
(optional)
N/A
A United Way National Corporate Leader
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Level 1: United Way masterbrand only

To be used by national and local organizations as their primary means of self-identification. The localized brandmark can use the preferred flexible placement treatment, but may also use the horizontal or vertical lockup. See Brandmark usage, pages 2.1 - 2.21 for complete specifications.
United Way masterbrand only visualization
OR
WITH United Way of Anytown

United Way masterbrand only examples (Flexible placement treatment)
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First Edition, 2003
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Level 2A: United Way affinity group identity
To be used for United Way offers that are controlled by United Way, but that will not be promoted as separate entities. For clarity, simplicity and directness, audiences do not need to know of them as stand-alone brands. These offers often serve as an overarching association of other, individually branded programs, products and events.
United Way masterbrand dominant initiative names should use generic or proper name descriptors. The United Way affinity group identity should appear on the left side of the page with the brandmark placed on the right.
Color treatments Level 2A programs may appear in United Way Blue, black or white. See page 3.1 for the United Way brandmark color palette.
United Way affinity group identity visualization
United Way affinity group identity example
United Way Affinity Group

(descriptive nomeclature)
United Way of Anytown Affinity Group

(descriptive nomeclature)
WITH
OR
WITH
United Way Tocqueville Society
Leadership Dinner
United Way affinity group identity specifications
First upper and then lower case
United Way of Anytown Tocqueville Society

what matters.
Meta Bold
Meta Book Italic

Other United Way affinity groups include: National Corporate Leadership Program National Professional Council Million Dollar Roundtable Legacy Giving Circle Womens Leadership Council
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Examples of Level 2A: United Way affinity group identity visualizations
As the following examples illustrate, graphics identified with the affinity group may be incorporated into designs using the Level 2A visualizations. Artwork for Tocqueville societies is available from United Way of America. Contact United Way
Creative Studio or visit the Brand Management site on United Way Online for more information. Logos previously used for affinity groups should be retired; however, any associated artwork that does not include the affinity group name may be repurposed for use in association with the Level 2A identities.
United Way affinity group identity examples with associated artwork
Repurposed associated artwork
Tocqueville Society artwork

United Way of Anytown Womens Leadership Council
United Way Tocqueville Society
2006 Community Leaders
2006 Annual Awards Luncheon
what matters.
what matters.
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Level 2B: United Way product and event identities
To be used for United Way offers that are controlled by United Way, and that have or require their own stand-alone identities. Because they are unique and add special value to our mission, they are promoted as individual offers in order to create a sense of belonging by their target audiences.
The United Way product or event identity should appear on the left side of the page with the brandmark placed on the right. Logos previously used for products and events should be retired; however, any associated artwork (not including the product or event name) may be repurposed for use in association with the Level 2B identities.
Color treatments Level 2B programs may appear in United Way Blue, black or white.
United Way branded program visualization
United Way branded program example
United Way
Product or Event
WITH
Product or Event
OR
United Way
WITH
Campaign Coordinators Guide
Day of Caring
what matters.
United Way branded program specifications
Meta Bold
1U
1/2U 1-1/3U
Other United Way products and events include: Community Leaders Conference Minority Roundtable State of Caring Index Day of Caring Community Readiness
Day of Caring
Meta Book Italic First upper and then lower case
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Level 3: Partner dominant with United Way endorsement
To be used for offers that are only partially, or not at all, controlled by United Way, have or require their own stand-alone identities, and where there is a desire for mutual affiliation.
Color treatments Level 3 community partner lockups may appear in full color, United Way Blue, black or white. The community partner tagline should appear in United Way blue, black or white only. Partner dominant with United Way endorsement example
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Program dominant with United Way endorsement visualization
Partner/Program logo
WITH
OR
Community Partner
Program dominant with United Way endorsement specifications
Event Name
1U

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

white box
Program dominant with local United Way endorsement specifications
A United Way of Anytown Community Partner
A United Way of Anytown Community Partner

Meta Book Meta Bold Meta Book
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Level 4: Legacy brands and collaborative identities
This level is for those identities that represent relationships that are so invested with history, equity and/or legal constraints that the existing brand identity should remain as is. They are identities that are recognized and promoted on a national level and in which United Way is clearly a partner with others.
In this case, as many aspects of the United Way brand identity should be incorporated as possible. Type and color should be changed to conform to the guidelines wherever possible.
Legacy brand examples
Note: Please refer to Appendix A on page 7.1 for specific graphic guidelines for the 2-1-1 logo.
Note: Please refer to Appendix B on page 7.8 for specific graphic guidelines for the United Way Success By 6 logo.
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Level 5: National/local partnerships and co-sponsorships
The logos of partners and co-sponsors should always be center-aligned, spaced equally and optically at the same size. Use the diagrams here to guide their placement. The United Way brandmark should always appear last and farthest to the right or bottom.
National/local partnership examples and specifications
National Corporate Leadership tagline examples and specifications
Note: These examples and specifications apply when United Way is the lead partner in a cooperative effort. When one of many or a lesser partner in the effort, United Way can recommend or request that these visualization guidelines be followed. But it is understood that these guidelines may not prevail in a program that United Way does not control.
1U
3/4 U 1/2 U
TM
Co-sponsorship vertical examples and specifications Co-sponsorship horizontal examples and specifications
Sponsored by Sponsored by
Sponsored by
Sponsored by
Sponsored by
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Appendices
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7.1 Appendix A: 2-1-1 logo guidelines

The 2-1-1 logo: Color versions

The refreshed 2-1-1 logo updates the original image to reflect aspects of the new United Way brandmark and visual system.
It is recommended that the full-color version of the 2-1-1 logo be used in branded applications whenever possible. Pantone and RGB reproduction files of the fullcolor logo are available for specific application requirements.
When reproduction constraints prevent the use of the full-color logo, use one of the alternative one-color versions. The one-color blue logo is to be used when Pantone 287 is the only available color selection. The one-color black logo is to be used when black is the only available color selection. See the artwork finder on page 7.4 for complete specifications and files.
NOTE: As an important asset, the 2-1-1 logo must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the logo or add other graphic elements to its presentation. We must use a trademark symbol (TM) with the logo to ensure our legal rights are protected. Always display the trademark symbol in the position indicated.
2-1-1 Logo Fonts: Meta Bold Tagline Font: Meta Book Italic Local City or State Font: Futura Book
Two-color
One-color blue
One-color black
Special usage white
4 Color Printing: (CMYK): Blue = C:100, M:74, Y:0, K:0 Red = C:100, M:85, Y:89, K:0
1 Color Printing (Spot): United Way Blue (PMS 287)
1 Color Printing (Spot): Black (Process Black)
Reverse Printing : Reverses to white against dark background
4 Color Printing (Spot): Blue (PANTONE 287) Red (PANTONE 179)
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The Logo: Sizing and positioning
To ensure the integrity of the 2-1-1 logo, do not reduce the width of the logo to less than 1.25 inches for print or special usage, and 90 pixels for screen applications.
Space bordering the logo must be at least three times the height of the tagline. Space will change as the size of the logo changes.
The 2-1-1 logo may be positioned anywhere on a page or screen, however, the preferred placement is on the right side.
1.25 Width of tagline should never be smaller than 1.25 wide
Tagline height x3
Space bordering logo must be at least three times the height of the tagline. Space will change as size of Logo changes.
Example of logo positioning
2-1-1 Communicators Guide

A guide to helping develop support for 2-1-1 with key audiences
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The logo: Localization for state/county/city/ town use
The 2-1-1 logo can be localized for use at the state, county, city or town levels. The state, county, city or town name appears in a fixed position above the logo. The local identifier always appears in first upper case and then all lower case Futura Book.
Adding the names of lead or parent organizations to the logo is optional. This text should be placed below a 1/2-point rule that measure the width of the tagline and appear in upper and lower case Futura Book. (Any version of Futura Book is acceptable.)
The local identifier should be rendered in Pantone 287 for the one-color blue and the twocolor versions. When localizing the one-color black logo, the local identifier should be in black.
2-1-1 logo for state use
2-1-1 logo for county/city/town use
1/2-point rule
OR
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Local state/city/county/town replaces UNITED WAY AIRS. Place lead or parent organization names below a 1/2-point rule below the logo.

Artwork finder
This table shows and describes each 2-1-1 logo available. For information on the colors used, please refer to the color palette on page 7.7.
Recommended usage
Two-color spot Pantone 287c and Pantone 179c File Name: 211_2s_ful.eps
This logo is to be used when two spot colors (Pantone 287 and 179) will be printed.
RGB Refer to color palette for color specifications File Name: 211_rgb_ful.eps
Use this file for all PowerPoint and Web-based applications. DO NOT USE the two-color spot file for those purposes or use the rgb file for printing.
One-color blue Pantone 287c File Name: 211_b_one.eps
This logo is to be used when Pantone 287 is the only available color selection.
One-color black Black 100% File Name: 211_k_one.eps
Use this logo when black is the only available color selection.
Special usage white C:0, M:0, Y:0, B:0 File Name: 211_w_spe.eps
Use this logo to reverse out of a dark background.
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National and local partner buttons
2-1-1 logo national and local partner buttons are for the use of groups that have their own standalone identities and/or where there is a desire for mutual affiliation. It is recommended that the full-color version of the 2-1-1 logo be used in branded applications whenever possible.
Pantone and RGB reproduction files of the fullcolor logo are availble for specific application requirements. When reproduction constraints prevent the use of the full-color logo, use one of the alternative one-color versions. The one-color blue logo is to be used when Pantone 287 is the only available
color selection. The one-color black logo is to be used when black is the only available color selection.
Horizontal
National partner buttons
Local partner buttons
Vertical
2-1-1 national and local partner buttons do not require a tagline.
Anytown represents the name of the localityeither state, county or town.
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The logo used with United Way brandmark (optional)
If paired with the United Way brandmark, the 2-1-1 logo must appear to the left. The space between the two equals a square equal to the height of the words UNITED WAY in the brandmark. That space will change as the size of the brandmark changes. The size of the United Way brandmark should be of equal weight as that of the 2-1-1 logo.
Example of logo used with United Way brandmark

Calling for 2-1-1

2-1-1 is an easy to remember telephone number that...connects people with important community services and volunteer opportunities, and is being spearheaded by United Ways and comprehensive and specialized Information and Referral Agencies in states and local communities.
What is 2-1-1?
2-1-1 is an easy to remember telephone number that, where available, connects people with important community services and volunteer opportunities, and is being spearheaded by United Ways and comprehensive and specialized Information and Referral Agencies in states and local communities. United Way of America (UWA) and the Alliance of Information and Referral Systems (AIRS) strongly support federal funding so that every American has access to this essential service. Every hour of every day, someone in the United States needs essential servicesfrom finding an after-school program to securing adequate care for a child or an aging parent. Faced with a dramatic increase in the number of agencies and help-lines, people often dont know where to turn. In many cases, people end up going without these necessary services because they do not know where to start. 2-1-1 helps people find and give help.
The New York City 2-1-1 Task Force estimates that there are at least 250 information and referral providers in New York City alone, creating a confusing network for people to navigate. One phone number to assess individual and family needs and connect them with necessary resources would eliminate the confusion.
What is the Current Status of 2-1-1?

In 2000, UWA, with its partners on the National 2-1-1 Collaborative, successfully led the effort to get the Federal Communications Commission to assign 2-1-1 for community information and referral purposes. Today, 2-1-1 reaches approximately 90 million Americans, only about 32 percent of the U.S. population. The goal of UWA is to ensure that 50 percent of the U.S. population has access to quality community information and referral services through 2-1-1 by 2005, and 100 percent soon thereafter. The 107th Congress recognized the importance of 2-1-1 by including it as an allowable use of funding in the bioterrorism preparedness legislation, signed into law in June 2002.
The Calling for 2-1-1 Act

A nationwide 2-1-1 system will not happen without the partnership of the federal government. The Calling for 2-1-1 Act of 2003 (S 1630 and HR 3111), introduced by Senators Elizabeth Dole (RNC) and Hillary Rodham Clinton (D-NY) and Representatives Richard Burr (R-NC-5) and Anna Eshoo (D-CA-14) with broad bi-partisan support would authorize $200 million annually to assist states with implementing and sustaining 2-1-1 statewide. States would have to provide a 50 percent match to the grant, which could come from current 2-1-1 funding in the community, such as United Way funding, funding through other nonprofits, state and local government, foundations and businesses. Funding would be administered by the U. S. Department of Commerce. The Act currently has 110 bi-partisan congressional cosponsors.
How Will a National 2-1-1 System Impact Society?

2-1-1 will make some dramatic and much needed changes, including: Providing the infrastructure to connect individuals with precise information and social services that address their individual needs. Employing personal interaction to analyze callers needs and impact their lives. Empowering the nation to better respond to large-scale emergencies and homeland security needs. Providing relied-upon aggregated data from 2-1-1 Systems nationwide to better assess the needs of our communities.
United Way Community Fact Sheet
July 2004
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Color palette
It is important that the 2-1-1 logo maintains a consistent appearance in all visual communications across various media types and materials. Using colors consistently in all communications will strengthen 2-1-1 brand recognition and create impact.
The color palette is comprised of blue, red, black and white. Below each swatch is the corresponding color formula for CMYK and RGB.
NOTE: The colors shown on this page and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE publications for accurate color. PANTONE is the property of Pantone, Inc.
Blue
Pantone 287 C:100 M:74 Y:0 K:0 R:16 G:22 B:127
Red
Pantone 179 C:0 M:85 Y:89 K:0 R:254 G:35 B:10
Black
Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0
White
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255
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7.8 Appendix B: United Way Success By 6 logo guidelines

The logo: Preferred and recommended United Way branded logo and localization executions
The new Success By 6 logo reflects the nowcompleted transition of the program from an individualized series of local efforts to a powerful national iniative under the auspices of United Way. The evocative toy blocks imagery has been maintained for its effectiveness and for continuity. The typeface and color palette are
identical to that of the United Way brandmark visual system. The United Way name is prominently displayed in the the generic United Way branded Success By 6 logo. Another acceptabLe alternative version is the United Way branded localization execution. To avoid redundancy, the United Way name above the logo is deleted and the localization is inserted.
More information about localization is on page 7.13.
United Way branded generic execution horizontal and vertical
United Way branded localization execution horizontal and vertical
United Way of Anytown and Anytown County
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The logo: United Way non-branded executions
In some cases, it may be necessary to use a non-branded version of the Success By 6 logo. With the exception of localization, all the guidelines for the United Way branded execution apply to the non-branded Success By 6 execution.
United Way non-branded execution horizontal and vertical
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The United Way Success By 6 logo: color versions

The new Success By 6 logo reflects the nowcompleted transition of the program from an individualized series of local efforts to a powerful national iniative under the auspices of United Way.
The evocative toy blocks imagery has been maintained for its effectiveness and for continuity. The typeface and color palette are identical to that of the United Way brandmark visual system. The United Way name is prominently displayed in the new Success By 6 logo. It is recommended that the full-color version of the Success By 6 logo be used in branded applications whenever possible.
Pantone, CMYK and RGB reproduction files of the full-color logo are availble for specific application requirements. When reproduction constraints prevent the use of the full-color logo, use one of the alternative one-color versions. The one-color blue logo is to be used when United Way Blue is the only available color selection. The one-color black logo is to be used when black is the only available color selection. See the artwork finder on page 1.4 for complete specifications and files.
Note: As an important asset, the Success By 6 logo must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the logo or add other graphic elements to its presentation. We must use a trademark symbol (TM) with the logo to ensure our legal rights are protected. Always display the TM trademark symbol in the position indicated.
Success By 6TM Fonts: Meta Book and Meta Bold
Full color
One-color blue
One-color black
Horizontal
Vertical
4 Color Printing: (CMYK): Blue = C:100, M:74, Y:0, K:0 Red = C:100, M:85, Y:89, K:0 Yellow = M:34, Y:86 4 Color Printing (Spot): Blue (PANTONE 287) Red (PANTONE 179) Yellow (PANTONE 143)
1 Color Printing (Spot): United Way Blue (PMS 287)
1 Color Printing (Spot): Black (Process Black)
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The special usage United Way Success By 6 logos are used when printing on dark backgrounds or for a watermarked treatment, such as for letterhead. See the artwork finder on

The logo: Special usage

Horizontal
White special usage logo
Blue special usage watermarked logo
Examples of special usage logos
Vertical
United Way
Success By 6
123 Anytown Street East Anytown, USA 12345-6789 tel 000.000.0000 fax 000.000.0000 www.anytownunitedway.org
United Way of East Anytown and East Anytown County
Helping children succeed in life.
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To ensure the integrity of the United Way Success By 6 logo, do not reduce the width of the SUCCESS parts of logo to less than one inch for print or special usage, and 90 pixels or 1.25 inches for screen applications. Space bordering the logo must be at least the height of the S square block. Space will change as the size of the logo changes. The United Way Success By 6 logo may be positioned anywhere on a page or screen, however, the preferred placement is on the right side.

The Logo: Sizing and positioning
There is no longer a national tagline associated with the Success By 6 logo. The use of a local tagline is permitted in your materials, but it may not be locked up (connected to) with the Success By 6 logo. See examples in these guidelines for suggested placements of a local tagline.
S Square Block X 1
S Square Block and Success parts of Logo should never be smaller than 1 wide Space bordering Logo must be at least the height of the S square block. Space will change as size of Logo changes.
Example of local tagline placement
United Way Success By 6
Community Conference
Helping children succeed for life.
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The logo: Localization (optional)
Localization of the Success By 6 is optional. When the local identifier is locked up with the logo, it appears in a fixed position below the logo. The size relationship and position have been determined for optimal communication of both the United Way Success By 6 brand and the local identifier.
The local identifier always appears in first upper case and then all lower case Meta Bold. The local identifier should be rendered in United Way Blue (PMS 287) for the one-color blue and all full-color versions. When localizing the onecolor black logo, the local identifier should be in black.
Note: When displayed in type only, United Way Success By 6 appears as shown here with the registered trademark . We use a trademark symbol (TM) with the logo artwork as it proceeds through the trademark process.
1. Horizontal
1 S
1/2 S
1/3 S 1/6 S 1/3 S

Localization should not extend beyond left and right edges of Logo.
2. Vertical
1 S
1/2 S

Localization should not extend beyond left and right edges of Logo.
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This table shows and describes each United Way Success By 6 logo available. For information on the colors used, please refer to Appendix B: United Way color palette, on page 7.17.

Artwork finder
Recommended usage Use this logo when you will be printing in fourcolor process (such as when color photos will be in your document).
Four-color process Refer to United Way color palette for color specifications File Names: uw_sb6_4p_ful_h.eps uw_sb6_4p_ful_v.eps
Three-color spot Pantone 287c, Pantone 179c and Pantone 143c File Names: uw_sb6_3s_ful_h.eps uw_sb6_3s_ful_v.eps
This logo is to be used when three spot colors (PMS 287, 179 and 143) will be printed.
RGB Refer to United Way color palette for color specifications File Names: uw_sb6_rgb_ful_h.eps uw_sb6_rgb_ful_v.eps
Use this file for all PowerPoint and Web-based applications. DO NOT USE other four-color files for those purposes or use the rgb file for printing.
One-color blue Pantone 287c File Names: uw_sb6_b_one_h.eps uw_sb6_b_one_v.eps
This logo is to be used when United Way Blue (PMS 287) is the only available color selection.
Special usage blue Pantone 287c File Names: uw_sb6_b_one_h_wmark.eps uw_sb6_b_one_v_wmark.eps
Use this watermarked file principally for Success By 6 letterhead; it can also be used as an alternative to the special use white logo on a dark background.
One-color black Black 100% File Names: uw_sb6_k_one_h.eps uw_sb6_k_one_v.eps
This logo is to be used when black is the only available color selection.
Special usage white C:0, M:0, Y:0, B:0 File Names: uw_sb6_w_spe_h.eps uw_sb6_w_spe_v.eps
Use this logo to reverse out of a dark background.
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The logo: Tagline (optional)
Descriptive taglines for Success By 6 are optional. When the tagline is locked up with the logo, it appears in a fixed position below the logo. The size relationship and position have been determined for optimal communication of both the United Way Success By 6 brand and the tagline.
The tagline should be rendered in United Way Blue (PMS 287) for the one-color blue and all full-color versions. When localizing the one-color black logo, the local identifier should be in black.
Note: The tagline appears in Meta Bold for the Success By 6 logo without localization. The tagline appears in Meta Book for the localized Success By 6 logo.
United Way Success By6 logo with tagline
Localized United Way Success By 6 logo with tagline
Helping all children succeed for life.


1 U
1 U
1 S
1/2 S 1/3 S 1/6 S 1/3 S 1/4 S 1/4 S
1 S
3/4 U 1/2 U

The tagline should not extend beyond left and right edges of Logo.
1/2 S

3/4 U 1/2 U

1/4 S
77

When paired with other logos, the United Way Success By 6 logo must appear to the right. The space between the two equals the width of the S square block. That space will change as the size of the logo changes. The size of the partner logo should be of equal weight as that of the Success By 6 logo. Typefaces for the partner tagline are: Meta Bold for United Way; and, Meta Book for Success By 6 Partner. For the horizontal version: type is sized at 2/3 S height; the tagline is placed at 1/2 S below the combined logos.

The logo used in partnership/ co-sponsorship with partner tagline
For the vertical version: type is sized to extend to the width of the combined logos; it is placed below at 1/2 S.
Horizontal
1/2 S
United Way Success By 6 Partner

Place partner tagline below partner logo at 1/2 S when paired with Horizontal Success By 6 Logo. Type is sized at 2/3 S height.
2/3 S
Logo must appear to the right of other marks. Space between equals 1/2 the height of the S square block. Space will change as size of Logo changes.
Vertical
1/2 S
United Way Success By 6 Partner

Place Partner Tagline below combined logos at 1/2 S when paired with Vertical Success By 6 Logo. Type is sized to extend the width of combined logos.
78

Version 1.5 United Way of America 2006 Typefaces for the partner tagline are: Meta Bold for United Way; and, Meta Book for Success By 6 Partner. For the both horizontal and vertical versions: type is sized at 2/3 S height; the tagline is placed at 1/2 S below the combined logos. It is positioned flush left with the left-most logo.
The logo used in multiple partnership/ co-sponsorship with partner tagline
As when paired with a single other logos, the United Way Success By 6 logo must appear to the right when grouped with multiple partner logos. The space between each equals the width of the S square block. That space will change as the sizes of the logos change. The size of the partner logos should be of equal weight as that of the Success By 6 logo.
Horizontal or vertical
1/2 S
United Way Success By 6 Partners

Place partner tagline below partner logo at 1/2 S flush left with left-most partner logo. Type is sized at 2/3 S height. Logo must appear to the right of other marks. Space between equals 1/2 the height of the S square block. Space will change as size of Logo changes.
1/2 S
United Way Success By 6 Partners

Align bottom of logo with baseline of partner tagline type.
79

If paired with the United Way brandmark, the United Way Success By 6 logo must appear to the left. The space between the two equals the width of the S square block. That space will change as the size of the logo changes. The size of the United Way brandmark should be of equal weight as that of the Success By 6 logo.

The logo used with United Way brandmark (optional)
Horizontal
Vertical
Example of logo used with United Way brandmark
Taking Early Childhood Impact to Scale

United Way Success By 6 National Forum At-A-Glance
Wednesday, November 3
Registration: (9:30 - 12:30) 1 - 2:30 p.m. OPENING SESSION Taking Early Childhood Impact to Scale
Brian Gallagher, President and CEO, UWA Bill Garrett, National Director UWA Success By 6 Susan Stevenson, Director of Operations UWA Success By 6
Thursday, November 4
7:15 - 8:00 a.m. CONTINENTAL BREAKFAST 8:00 - 8:30 a.m. GENERAL SESSION
Bill Garrett and Susan Stevenson
Friday, November 5
7:15 - 8:00 a.m. CONTINENTAL BREAKFAST 8:00 - 9:00 a.m. GENERAL SESSION Show Me the Money: Strenthening the Networks Impact Through Resource
Bill Garrett James van der Klok, Vice President for Organizational Advancement, UWA
8:45 - 11:15 a.m. BREAK OUT SESSIONS Bringing the Ad Campaign to Life in Your Community
Ashley Rolls, Program Director, Civitas Ruth Ventrice, Success By 6 Family Support Specialist, UW of Rutherford County Lou Enge, Success By 6 Director UW of Lane County Nina Sazer ODonnell, Director of Child, Family and Community Programs, Families and Work Institute Peg Sprague, Vice President, Community Impact, UW of Massachusetts Bay Laurie Rovin, UW of Greenville County Marlo Nash, Manager of Quality Initiatives, UWA Success By 6 Rachel Perry, Communications Consultant for UWA Success By 6 Rachel Perry Communications David Albritton, Vice President, UWA Field and Media Communications
2:30: - 3:15 p.m. GENERAL SESSION The Votes Are In: How to Thrive in the Next Four Years
Joan Lombardi, Senior Policy Fellow National Institute for Early Education Research
9:15 - 11:30 a.m. BREAKOUT SESSIONS Strengthening the State and Local Infrastructure
Tracy Nilles, Director, National Corporate Leadership, UWA Rebecca Sipes. Vice President of Community Initiatives, UW of the Quad Cities Area Martha Davis, Sr. Vice President, Research Associates Dan Williams, Director, Georgia Division Research Associates Laura Cunningham, Director, Children and Youth Initiatives, Orange County United Way Paula Mathis, Chair, Success By 6 Leadership Council Orange County UW Maureen Tiffany, Vice President Community Development, UW of Central Iowa
3:30 - 5:30 p.m. GENERAL SESSION One Message Many Voices: The National Ad Campaign Revealed
Cynthia Round, Executive Vice President UWA Brand Leadership Heidi Arthur, Senior Vice President Group Campaign Director, Ad Council Penny Schildkraut, Vice President Campaign Director, Ad Council Donna Feiner, Senior Vice President Campaign Outreach Initiatives, Ad Council Rachel Perry, Communications Consultant for UWA Success By 6 Rachel Perry Communications
11:15 a.m. - 12:45 p.m. NETWORKING LUNCH 1:15 - 2:15 p.m. GENERAL SESSION Promising Practices and Policies for Quality Rating Systems
Louise Stoney, State Technical Assistance Specialist, National Child Care Information Center (NCCIC) Tracy Dry, Information Services Coordinator, NCCIC
5:30 - 6:00 p.m. GENERAL SESSION Getting the Message Out: Lessons From Local Leaders
Jamie Bergmann, Director, UW of Greater Chattanooga Judy Darnell, Director of Community Building United Way of Santa Cruz County
11:45 a.m. - 12:15 p.m. CLOSING SESSION Taking Community Impact to Scale
Kate Mehr, Vice President of Community Impact Lab, UWA
6:00 - 7:00 p.m. NETWORKING RECEPTION
Taking Early Childhood Impact to Scale

Louise Stoney Marlo Nash Diana Bedwell, Success By 6 Director UW of the Mid-South Jason Sabo, Public Policy Director UWs of Texas Anne Ryan, Success By 6 Director, UW Buffalo & Erie County Jane Mitchell, Success By 6 Director, UW Lawton-Fort Sill
2:30 - 4:45 p.m. BREAKOUT SESSIONS Developing, Financing, and Improving Early Care and Education in Your Community
what matters.
TM
80

It is important that the United Way logo maintains a consistent appearance in all visual communications across various media types and materials. Using colors consistently in all communications will strengthen United Way Success By 6 brand recognition and create impact. The color palette is comprised of blue, red, gold, black and white. Below each swatch is the corresponding color formula for CMYK and RGB.

Color palette
Note: The colors shown on this page and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE publications for accurate color. PANTONE is the property of Pantone, Inc.
United Way Blue

Pantone 287 C:100 M:74 Y:0 K:0 R:16 G:22 B:127
United Way Red

Pantone 179 C:0 M:85 Y:89 K:0 R:254 G:35 B:10
United Way Gold

Pantone 143 C:0 M:34 Y:86 K:0 R:255 G:150 B:0
Black
Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0
White
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255
81

United Way of America Brand Identity Guidelines With Brand Architecture

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United Way of America Brand Identity Guidelines With Brand Architecture

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Brand Identity Guidelines with Brand Architecture

Version 1.5 United Way of America 2006

United Way Brand Identity Guidelines with Brand Architecture

Introduction 1.0 Using the brand identity guidelines . . . .3

Brand architecture 5.0 What is brand architecture? . . . . . . . . . . .51

Brand architecture visualization

United Way Brand Identity Guidelines with Brand Architecture

2.1 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Our new brandmark

Helping hand symbol

2.2 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

The preferred brandmark is full-color.

2.3 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

One-color blue brandmark

One-color black brandmark

2.4 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Brandmark: Background control

2.5 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Brandmark: Special usage

Blue special usage brandmark

Black special usage brandmark

White special usage brandmark

2.6 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Brandmark: Minimum size

2.7 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Brandmark: Unacceptable uses

Never tilt the brandmark

Never distort the shape of the brandmark

Never alter the shape of the brandmark in any way

Never add elements inside the brandmark

2.8 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Right edge of application

United Way of Cleveland County

United Way of Fox Cities

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At vero eos et accusam et iusto odogio dignissum

Fact of the Week

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2.9 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Our new brandmark with tagline

2.10 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Tagline: Lockup treatment

Specifications for tagline lockup

2.11 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Tagline: Flexible placement treatment

2.12 Brandmark usage

United Way Brand Identity Guidelines with Brand Architecture

Tagline: Color treatments

Color for tagline lockup and flexible placement treatments

what matters. what matters.

2.13 Brandmark usage