Brand Identity Guidelineswith Brand Architecture

what matters.®

Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

Introduction

1.0 Using the brand identity guidelines . . . .3

Brandmark usage

2.1 Our new brandmark . . . . . . . . . . . . . . . . .5

2.2 Brandmark: Full-color . . . . . . . . . . . . . . . .6

2.3 Brandmark: One-color . . . . . . . . . . . . . . . .7

2.4 Brandmark: Background control . . . . . . .8

2.5 Brandmark: Special usage . . . . . . . . . . . .9

2.6 Brandmark: Minimum size . . . . . . . . . . .10

2.7 Brandmark: Unacceptable uses . . . . . . .11

2.8 Brandmark placement . . . . . . . . . . . . . . .12

2.9 Our new brandmark with tagline . . . . . .13

2.10 Tagline: Lockup . . . . . . . . . . . . . . . . . . . .14

2.11 Tagline: Flexible placement . . . . . . . . . . .15

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

Support elements

3.1 Color palette . . . . . . . . . . . . . . . . . . . . . .31

3.2 Impact graphic . . . . . . . . . . . . . . . . . . . .32

3.3 Impact graphic: Color . . . . . . . . . . . . . . .33

3.4 Typography . . . . . . . . . . . . . . . . . . . . . . .34

3.5 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . .35

3.6 Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

3.7 Brandmark placement . . . . . . . . . . . . . . .37

Sample applications

4.1 Brand identity: System overview . . . . . .39

4.2 Brochures: Front and back covers . . . . .40

4.3 Brochures: Interior spreads . . . . . . . . . .41

4.4 Newsletters . . . . . . . . . . . . . . . . . . . . . .42

4.5 Report covers . . . . . . . . . . . . . . . . . . . . . .43

4.6 Posters . . . . . . . . . . . . . . . . . . . . . . . . . . .44

4.7 Print advertisements . . . . . . . . . . . . . . . .45

4.8 Website . . . . . . . . . . . . . . . . . . . . . . . . . .46

4.9 Exterior signage . . . . . . . . . . . . . . . . . . .47

4.10 Interior signage . . . . . . . . . . . . . . . . . . . .48

4.11 Video, animation and interactive . . . . . .49

Brand architecture

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

Brand architecture visualization

6.1 Visual architecture: overview . . . . . . . . . .53

6.2 Level 1: United Way masterbrand only . .54

6.3 Level 2A: United Wayaffinity group identity . . . . . . . . . . . . . . . .55

6.4 Examples of Level 2A . . . . . . . . . . . . . . . .56

6.5 Level 2B: United Way product andevent 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 andcollaborative identities . . . . . . . . . . . . . .60

6.9 Level 5: National/local partnershipsand co-sponsorships . . . . . . . . . . . . . . . .61

Appendices

7.1 Appendix A:2-1-1 logo guidelines . . . . . . . . . . . . . . . .63

7.8 Appendix B: United WaySuccess By 6® logo guidelines . . . . . . . . .70

ContentsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

2

1.0 IntroductionUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

3

Using the brand identityguidelines

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 andsupport throughout the communities we serve. In a very real way, members of ourcommunities, our partners, and our investors experience the United Waybrand through our deeds, as well as through the verbal and visual messageswe send.

A carefully managed and well-implemented brand identity program will helpcarry 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 visualcommunication materials. By accurately implementing this brand identitysystem, you protect the equity of the United Way brand and better support itsrepositioning.

Brandmark usage

4

Our new brandmark The most fundamental visual element of a brandidentity is its brandmark. The new United Waybrandmark signals a change for a new approachto the future while preserving the heritage ofour past.

The evolution of our brandmark is most dramaticin its new configuration. The symbol is nowjoined together with the United Way name in a permanent, bold alliance. Its holding device is a simple rectangular shape that is unifyingand inviolable.

The original components of our traditionalbrandmark–the rainbow of hope, the hand of support and the person as a symbol ofhumanity–have been maintained becausethey are still effective in communicatingimportant United Way brand characteristics—caring, inspiring, trustworthy and approachable.

The changes to these key elements are intendedto express new brand characteristics—innovative,dynamic and results oriented—characteristicsthat we need to help us achieve our communityimpact mission.

2.1 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

5

Brandmark

Customized letterforms

Helping hand symbol

Brandmark: Full-colorThe full-color version of the United Way brandmarkis the primary brandmark of the identity system.It is strongly recommended that this version beused in branded applications whenever possible.

Pantone, CMYK and RGB reproduction files of thefull-color brandmark are available for specificapplication requirements. See the artwork finderon page 2.25 for complete specifications and files.

Note:As one of our most important assets, thebrandmark must always appear as shown on this page or in one of the color variationsdescribed in these guidelines. Never attemptto redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elementscontained in the brandmark to use separately. We must use a trademark symbol (TM) with the brandmark to ensure our legal rights areprotected. Always display the trademarksymbol (TM) in the position indicated.


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The preferred brandmark is full-color.

Brandmark: One-colorWhen reproduction constraints prevent the useof the primary full-color United Way brandmark,use one of the alternative one-color versions.See the artwork finder on page 2.25 for completespecifications and files.

One-color blue brandmarkThe one-color blue brandmark is to be usedwhen 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 brandmarkThe one-color black brandmark is to be usedwhen black is the only available color selection.

Note: These brandmarks should never appear on a website, four-color brochure or anyother application where a full-color brandmarkis useable.

The one-color brandmarks may not be reproducedin any color other than United Way Blue and black.


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One-color blue brandmark

One-color black brandmark

Brandmark: Background controlBackground colors and graphics can easilyoverpower or compete with brandmarks. A white outline has been built into the artworkto maintain separation between the United Waybrandmark and the backgrounds where it willappear. This outline will not appear when the brandmark is staged on a white background.


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The white outline helps the brandmark stand out from any kind of background.

Brandmark: Special usage The special usage United Way brandmarks areused when printing on colored surfaces, orscreening of inks is not possible. This may occurwhen reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, thesebrandmarks may only be used when the methodof reproduction is faxing and photocopying or the surface of the paper is a color other than white. For example, this may occur whenprinting a black & white laser print on bluepaper. When printing on white paper, the full-color or one-color brandmarks should beused at all times. See the artwork finder on page 2.25 for complete specifications and files.

Note: These brandmarks should never appear on awebsite, four-color brochure, one-color brochureor any other application where a full-color orone-color brandmark is useable.

The special usage brandmarks may not bereproduced in any color other than United WayBlue, black and white.


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Blue special usage brandmark

Black special usage brandmark

White special usage brandmark

Brandmark: Minimum size To ensure the integrity of the United Waybrandmark, do not reduce its width to less than.75 inches for print or special usage, and 90pixels or 1.25 inches for screen applications.Other reproduction methods may require the minimum size to be greater than the sizesidentified here.


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90 pixels or 1.25" wide

.75" wide

Screen Print

.75" wide

Special usage

Brandmark:Unacceptable usesThe consistent and correct application ofthe United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this pageillustrate some of the unacceptable uses ofthe United Way brandmark.

Note: Never attempt to redraw or rescale theelements of the brandmark or addother graphic elements to itspresentation. Do not extract any of thegraphic elements contained in thebrandmark to use separately. Seeexceptions for video, animation andinteractive on page 4.11.


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Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name

Never put other words or phrasesinside the brandmark

Never tilt the brandmark Never distort the shape of the brandmark

Never alter the shape of thebrandmark in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark

Never rearrange the elements of thebrandmark

Never reverse the brandmarkto white

Day ofCaring

of Anytown

Never extract the words“United Way” from the brandmark

Never extract any of the graphicelements contained in the brandmarkto use separately


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Brandmark placementCorrect placement of the brandmark willhelp ensure the integrity of United Waycommunications. The brandmark should alwaysbe placed at a distance of a half of the symbolsquare from the right edge of any print or on-screen application. This applies to allversions of the brandmark, with or without thetagline and local identifier. While the brandmarkwill not necessarily align with the grid, itsplacement on the right and correctly measuredspacing from the edge relative to the brandmarkwill ensure a consistent presentation.

Symbol square

1/2 Square

Right edge of application

what matters.® United Way of Fox Cities

United Way of Cleveland County

The United Way System Programs & Services How to Give Media Center Contact Us Job Opportunities

Find a United Way Impact Matters Get Involved POV

postal code

GO

Volunteer Now

Give Now Programs Initiatives United Way International United Way of Canada About United Way My Profile

postal code

GO

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Fact of the Week

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what matters.®

Our new brandmarkwith taglineOur tagline is our primary marketing message.All communications and creative materialsare rooted in the “what matters” concept. The tagline should be used on all marketingcommunications, including print collateral,advertising and websites.

The tagline can be placed in two ways: with afixed lock-up and flexible placement relative tothe brandmark. The tagline always appears in alllower case, Meta Book Roman typeface, followedby a period and registered trademark symbol (®).

See color, placement and size specifications onthe following pages. Refer to the artwork finderon page 2.25 for complete specifications andfiles.

Note:As one of our most important assets, the taglinemust always appear as shown on this page or in one of the color variations described in theseguidelines. Never attempt to redraw or rescalethe tagline in relationship to the brandmark oradd other graphic elements to its presentation.We must use a trademark symbol (TM) with thetagline to ensure our legal rights are protected.Always display the trademark symbol (TM) in theposition indicated.


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what matters.™

Lower case Trademark symbol

Meta Book Period

Tagline: Lockup treatmentWhen the tagline is locked up with the brandmarkit appears in a fixed position underneath thebrandmark. The size relationship and positionhave been determined for optimal communicationof both the United Way brandmark and thetagline. The brandmark must appear with atrademark symbol (TM); the tagline must appearwith a registered trademark symbol (®).


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what matters.® what matters.®

1U

3/4 U

3/4 U what matters.®

The tagline is placed in a fixed positionrelative to the brandmark.

When placed on a colored background,the tagline letters reverse to white.

Specifications for tagline lockup

Tagline: Flexible placementtreatmentYou may choose not to lock up the tagline withthe brandmark. However, in order to protectthe integrity of the brandmark and tagline, youmust place both on the same page in the sizeproportions indicated.

The brandmark is placed at a distance of a halfof the symbol square from the right edge ofthe application and the tagline is placed at thesame distance from the left edge. You may placeboth elements anywhere along their edge aslong as you maintain the distance and the sizerelationship prescribed. However, it is preferredthat the brandmark and tagline appear in closeproximity, especially when there is a large bodyof copy on the same page. Greater flexibilityof placement is allowed when there is little or no body copy on the page.


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1U

1U

1/2 Square

1/2 Square

what matters.®

Symbolsquare

Maintain a fixed size relationship between the tagline andbrandmark when using them in the flexible placement treatment.

what matters.® what matters.®what matters.®

what matters.®

what matters.®

what matters.®

what matters.®

what matters.® what matters.®

Tagline: Color treatmentsThe tagline may appear with the full-colorbrandmark, as well as the one-color and specialusage brandmarks. The color of the brandmarkdictates the color of the tagline. The colorspecifications on this page apply to both thetagline lockup and the flexible placementtreatments. See the color palette on page 3.1 for complete color specifications.

Tagline color with full-color and one-color blue brandmarksWhen using the full-color or one-color bluebrandmark on a light background, the taglineshould appear in United Way Blue.

When used over a dark background, the taglineshould reverse to white.

Tagline color with one-color black brandmarkWhen using the one-color black brandmarkon a light background, the tagline should appear in black.

When used over a dark background, the taglineshould reverse to white.

Tagline color with special usage brandmarksWhen using special usage brandmarks, thetagline should always appear in the same coloras the brandmark.

Note:Never use the tagline over a complicated partof an image or a color that hinders its legibility.


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Color for tagline lockup and flexible placement treatments

Tagline: ExamplesThe consistent and correct application of theUnited Way tagline is essential. The exampleson this page illustrate some of its acceptableuses in both the flexible placement and thelockup treatments.


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what matters.®

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Soluta nobis eligent optio congue:

what matters.®

Flexible placement treatment of tagline with full-color brandmark Tagline lockup treatment with one-color blue brandmark

Our new brandmarkand localizationWith our focus on community impact, it isimportant that we localize our communications.The brandmark and local identifier should be used on all marketing communications,including print collateral, advertising andwebsite. Localization can be accomplished in three ways: with two fixed lock-ups and aflexible placement treatment. Regardless ofits placement, the local identifier alwaysappears in first upper case and then all lowercase Meta Bold. See color, placement and size specifications on the following pages.

Note:The brandmark with local identifier mustalways appear as shown in one of the variationsillustrated in these guidelines. Never attemptto redraw or rescale the local identifier inrelationship to the brandmark or add othergraphic elements to its presentation.


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United Way of Anytown

Anytown United Way

FirFirsstt upupper and then loper and then lowwer cer caaseseFirst upper and then lower case

MMeteta Boa BollddMeta Bold

United Way ofy Anf ytownUnited Way of Anytown

Anytown United WayAnytown United Way

Localization: Vertical lockuptreatmentWhen the local identifier is locked up with the brandmark, it appears in a fixed positionunderneath the brandmark holding shape. The vertical lockup is better suited for verticalformats such as flyers and brochures. The size relationship and position have beendetermined for optimal communication ofboth the United Way brand and location.

Note:The size of the local identifier should never be made larger than specified.


United Way of Grant, Hardy & Pendleton County

United Way of Grant, Hardy & Pendleton County

Foothills United Way Foothills United Way

The local identifier is placed in a fixed positionrelative to the brandmark holding shape.

Specifications for vertical local identifier lockup. The local identifier can extend to maximum three lines. The local identifier may be decreased in size to fit in the designatedarea when it extends beyond the width of the brandmark by only twoor three letters.

When placed on a colored background, the white backgroundcontrol line expands to provide an area to hold the local identifier.

United Way of Metropolitan Dallas

1U

1/2 U1/4 U

1/2 U

1/2 U

white box

white box

white box

United Way of Summit, �New Providence �& Berkeley Heights

1U

1/2 U1/4 U

1/2 U

1/2 U

Foothills United Way

1U

1/2 U1/2 U

1/2 U

location name does not go beyond this area



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Localization: Horizontal lockuptreatmentWhen the local identifier is locked up with thebrandmark, it appears in a fixed position on theleft-hand side of the brandmark holding shape.The horizontal lockup is better suited for horizontalformats such as web pages and banners. The size relationship and position have beendetermined for optimal communication of boththe United Way brand and the local identifier.


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white box

FoothillsUnited Way

UU

U

UU

white box

United Way of Summit, New Providence & Berkeley Heights

UU

U UU

The local identifier is placed in a fixed positionrelative to the brandmark holding shape.

Specifications for horizontal local identifier lockup. The local identifier should always be on two lines.

When placed on a colored background, the white background control lineexpands to provide an area to hold the local identifier.

Localization: Flexible placementtreatmentYou may choose not to lock up the local identifierwith the brandmark. However, in order to protect the integrity of the brandmark and localidentifier you must place both on the same page in the proportions indicated.

The brandmark is placed at a distance of a halfof the symbol square from the right edge ofthe application; and the local identifier is placedat the same distance from the left edge. You mayplace both elements anywhere along the edgeas long as you maintain the distance and thesize relationship prescribed.


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United Way of Johnson County

1/2 Square

1/2 Square

X

X

X

X

Symbol square

Maintain a fixed size relationship between the local identifier and brandmarkwhen using them in the flexible placement treatment.

Localization: Serving multiple areasSome local United Way organizations servemultiple areas. These areas should not beincluded in the horizontal or vertical lockups. If they must be used with the brandmark, theycan be used in the flexible placement treatmentof the local identifier. They can also be treatedas text within the application.


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United Way of Central Carolinas



oror

United Way of Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman and Union Counties

United Wayof Central Carolinasserving Cabarrus MecklenburgMooresville-Lake NormanUnion Counties

United Wayof Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman, and Union Counties

1UUnited Way of Central Carolinasserving Cabarrus, Mecklenburg,Mooresville-Lake Norman and Union Counties

1U1/2 X3/4 X

Meta Book Italic Upper and lower case

It is preferred to communicate service areas in text but not with the brandmark.

Specifications for flexible placement treatment of the local identifier

When using the flexible placement treatment, it is acceptable to use serviceareas as shown here.

Never lock up service areas to the brandmark.


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Localization: Multiple affiliationsSome local United Way organizations areaffiliated other local United Ways. Theseaffiliations should not be included in thehorizontal or vertical lockups. If they must be used with the brandmark, theycan be used in the flexible placement treatmentof the local identifier. They can also be treatedas text within the application.

Multiple affiliations should always be phrasedas, “affilliated with…”.

United Way of Metropolitan Dallasaffiliated with United Ways of Collin County, Greater Lewisville and Rockwall

United Wayof Metropolitan Dallasaffiliated with United Ways ofCollin County, Greater Lewisvilleand Rockwall

United Wayof Metropolitan Dallasaffiliated with United Ways of Collin County, Greater Lewisville and Rockwall

1UUnited Way of Metropolitan Dallasaffiliated with United Ways of Collin County, Greater Lewisville and Rockwall

1U1/2 X3/4 X

Meta Book Italic Upper and lower case

Specifications for flexible placement treatment of the local identifier

When using the flexible placement treatment, it is acceptable to use affiliationsas shown here.

Never lock up service areas to the brandmark.

Localization: Color treatmentsThe local identifier may appear with the full-color brandmark, as well as the one-colorand special-usage brandmarks. The color ofthe brandmark dictates the color of the localidentifier. The color specifications on this pageapply to both the tagline lockup and the flexibleplacement treatments. See the color palette on page 3.1 for complete color specifications.

Local identifier with full color and one-color blue brandmarksWhen using the horizontal or vertical lockuptreatment with a full-color or one-color bluebrandmark, the local identifier should alwaysbe United Way Blue. The white backgroundcontrol box will separate it from the background.

When using the flexible placement treatmentof the full-color or one-color blue brandmark ona light background, the local identifier shouldappear in United Way Blue.

When using the flexible placement of the full-coloror one-color blue brandmark on dark background,the local identifier reverses to white.

Local identifier with one-color black brandmarkWhen using the horizontal or vertical lockuptreatment with a one-color black brandmark, the local identifier should always be black. The white background control box will separateit from the background.

When using the flexible placement treatmentof the one-color black brandmark on a lightbackground, the local identifier should appear in black.

When using the flexible placement of the one-colorblack brandmark on a dark background, the localidentifier reverses to white.

Local identifier with special usage brandmarksWhen using special usage brandmarks, the localidentifier should always appear in the same coloras the brandmark.

Note:Never use the local identifier over a complicatedpart of an image or a color that hinders its legibility.


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United Way of Anytown United Way of Anytown

United Way of Anytown United Way of Anytown United Way of Anytown United Way of Anytown










United Way of Anytown United Way of Anytown

Color for local identifier horizontal and vertical lockup treatment

Color for local identifier flexible placement treatment

Localization: ExamplesThe consistent and correct application of thelocal identifier is essential. The examples on this page illustrate some of the acceptable usesof both the flexible placement and the lockuptreatments of the local identifier.


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Greater Mankato Area United Way

United Way of Curry County

United Way �of Anderson County

Local identifier vertical lockup treatmentwith one-color black brandmark

Local identifier horizontal lockuptreatment with full-color brandmark

Flexible placement treatment of localidentifier with one-color blue brandmark

Localization & taglinetogether When using both the local identifier and taglineon the same application, one of them must betreated as a lockup, while the other shouldfollow the flexible placement treatment rules.

Note:Never lock up both the tagline and the localidentifier to the brandmark.


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AnytownUnited Way

Anytown United Way Anytown United Way

what matters.®

what matters.®

or or

what matters.®

Choose whether to lock up the brandmark with the tagline or the local identifier.

Montgomery Area United Way

what matters.®

Montgomery Area United Way what matters.®

Local identifier vertical lockup with a flexible placement treatment of the tagline Tagline lockup with a flexible placement treatment of the local identifier

Tagline and localization:Unacceptable usesThe consistent and correct application of thetagline and the local identifier is essential. Always follow the standards presented in theseguidelines. The examples on this page illustratesome of the unacceptable uses of the United Waybrandmark 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 graphicelements in its presentation.


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what matters.®Anytown United Way

what matters.®

Anytown United Waywhat matters.®

Anytown United Way

Knowing what matters.® we are the United Way of Anytown

Never change the typeface, color or size relationshipof the tagline or local identifier

Never combine the lockups of the tagline and local identifier

Never change the lockup placement or alignmentof the tagline or local identifier

Never add words or change the phrasing of the taglineor local identifier

Key to file namingMany custom artwork files have been developedfor the United Way brandmark. These files followa specific naming convention so you may quicklyunderstand the contents of each file and locatethem easily. Each part of the file name is anabbreviated form of information about the file.All file names consist of lowercase letters anduse underscores to separate information.


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uw _ _ .3s ful epsCompany

uwUnited Way

Color

4p4-color process(CMYK)

4s4-color spot

3s3-color spot

rgbon-screen applications

bblue

kblack

wwhite

Version

fulfull-color

oneone-color

spespecial-usage

Format suffix

epsHi-resolution vectorartwork created inAdobe Illustrator

Use these .eps files tocreate other formats

Artwork finder Reproduction art for the United Way brandmarkand the brandmark with tagline lockup isavailable for both Mac and PC in eps format.

The files are available on the United Way BrandIdentity Guidelines CD or may be obtained bycontacting: [email protected]

Use the file name next to each brandmarkvariation to properly identify the file you need.


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Three-color spotPantone 287c, Pantone 179c and Pantone 143cFile Name: uw_3s_ful.eps

Four-color spotPMS 287c, PMS 659c, PMS 179c, PMS 143cFile Name: uw_4s_ful.eps

Special usage bluePantone 287cFile Name: uw_b_spe.eps

One-color blackBlack 100%File Name: uw_k_one.eps

Special usage blackBlack 100%File Name: uw_k_spe.eps

Special usage whiteC:0, M:0, Y:0, B:0File Name: uw_w_spe.eps

Four-color processRefer to United Way color palette for color specificationsFile Name: uw_4p_ful.eps

RGBRefer to United Way color palette for color specificationsFile Name: uw_rgb_ful.eps

One-color bluePantone 287cFile Name: uw_b_one.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.

This file should be used when four spot colors will be printed. Examples of items that would typicallybe printed in spot color are silk-screened items such as T-shirts, tote bags and some signage. This filemight also be useful for items printed on a digital press.

The three-color file provides full color while printing only in three inks by deriving the lighter blue fromthe dark blue ink. Use this where you will only be printing in the three colors.

Use this file for all PowerPoint and Web-based applications. DO NOT USE other four-color files for thosepurposes 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.

Use the Blue special usage brandmark when the screening of inks is not possible, such as whenreproducing on plastic, glass, metal, fabric or other materials.

This brandmark is to be used when black is the only available color selection.

Use the Black special usage brandmark when the method of reproduction is faxing and photocopyingor the surface of the paper is a color other than white. This brandmark may also be used whenreproducing on plastic, glass, metal, fabric or other materials.

Use the White special usage brandmark when reproducing on plastic, glass, metal, fabric or othermaterials on a dark background.

Support elements

30

Color paletteIt is important that United Way local memberorganizations maintain a consistent appearanceof the brandmark and all visual communicationsacross various media types and materials. Using colors consistently in all communicationswill strengthen brand recognition, create impactand 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 areincluded for added flexibility and one-colorscenarios. On this page you will find specificationsfor reproducing the United Way colors in avariety of ways.

Note: The colors shown on this page and throughoutthis manual have not been evaluated by Pantone,Inc. for accuracy and may not match thePANTONE Color Standards. For accurate PANTONEColor Standards, refer to the current edition.

3.1 Support elementsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

31

Pantone 287

C:100 M:74 Y:0 K:0

R:16 G:22 B:127

United WayBlue

Pantone 287C at 52% or Pantone 659

C:55 M:40 Y:0 K:0

R:124 G:129 B:184

United WayLight Blue

Pantone 179

C:0 M:85 Y:89 K:0

R:254 G:35 B:10

United WayRed

Pantone 143

C:0 M:34 Y:86 K:0

R:255 G:150 B:0

Pantone Cool Gray 11

C:0 M:0 Y:0 K:80

R:54 G:54 B:54

United WayDark Gray

Pantone Cool Gray 4

C:0 M:0 Y:8 K:27or C:0 M:0 Y:0 K:27

R:186 G:186 B:186

United WayLight Gray

Black

C:0 M:0 Y:0 K:100

R:0 G:0 B:0

Black

White

C:0 M:0 Y:0 K:0

R:255 G:255 B:255

White

United WayGold

Impact graphicThe United Way impact graphic is a motif thathelps create a distinct and consistent visualpresence across our print and digital applications.The impact graphic should appear once on allcovers and website home pages, except whenusing full bleed images or full bleed United Waycolor. The impact graphic may also appear oninterior pages although this is not a requirement.

The impact graphic extends from the left to the right edge of the application and can bestretched vertically as long as it remains in thesame proportions. While the motif can extend toa full bleed, the minimum height is .625 inches.


32

X

1/4 X

1/4 X

100% of color

25% of color

50% of color

The impact graphic can be stretched vertically as longas in proportion.

The impact graphic can move from top to bottom as longas it is not cropped.

The only alternative to using the impact graphic on coversis using a full bleed image or full bleed United Way color.

These are the exact size and color proportions of the impact graphic and must be used at all times.

Impact graphic: ColorThe colors used for the United Way impact graphicare limited to five colors from the United Waycolor palette. These colors, United Way Blue,United Way Red, United Way Gold, United WayDark Gray and United Way Light Gray, have been selected for maximum impact. See the United Way color palette on page 3.1 forcomplete specifications.

The color proportions of 25%, 100%, and 50%,respectively must never change regardless ofwhich of the five colors is used. The impactgraphic may be given transparency as long asthe color palette and color proportions aremaintained.

Note: Never use United Way Light Blue, black, white orany colors not in the United Way color palette forthe impact graphic.


33

United WayBlue

United WayRed

United WayDark Gray

United WayLight Gray

United WayGold

These are the only five color options for the impact graphic.

TypographyThree standardized typefaces have been chosenfor the United Way brand identity. They are to beused in all printed and online communications.Each of the fonts was selected for its visualcompatibility with the United Way brandmarkand for its ability to convey a personality that isconsistent with our brand. Only use the weightsand styles shown on this page.

Meta typefaceThe primary typeface in the United Way brandidentity system is Meta. Meta is a simple andclean typeface that conveys a humanistic andcaring, yet professional tone. Use Meta in allheadlines and subheads in printed and onlineapplications. Meta may also be used for text.

Arial typefaceArial is an acceptable substitute for Metaonly when Meta is unavailable. Arial can alsobe used in correspondence, in word-processeddocuments, for text in publications, forPowerPoint™ presentations and for narrativetext on websites.

Times New Roman typefaceTimes New Roman is a classic serif font that maybe used in correspondence, in word-processeddocuments or for text in publications, but shouldnot be used in headlines or subheads.


34

Meta Book RomanMeta Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Meta BoldMeta Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial RegularArial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial BoldArial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Times New Roman RegularTimes New Roman Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Times New Roman BoldTimes New Roman Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

ImageryA carefully managed approach to selectingphotography will help position the United Waybrand and create a distinctive and lastingimpression. There are two general photographiccategories for image selection, communitiesand portraits. Using images from these categoriescan help support text messages. It is importantto select imagery that is dynamic, uplifting,caring and optimistic.

CommunitiesUnited Way community photos show theinteraction and contributions of people in theircommunities. Showing families in their homes,people in their business environments andfriends having fun reinforces the benefits derivedfrom United Way initiatives and programs.Dramatic perspective and interesting croppinghelp give images an inspired feeling.

PortraitsUnited Way portraits capture the personality ofthe individual by featuring the person’s facewhen dramatically lit or tightly cropped. Thisenables the viewer to establish an intimate,engaging connection with the subject. Thebackground should not overpower or competewith the portrait.


35

Monotones can be made with any color in the United Way color palette.

Portraits

Communities

Duotones can be made with black and any color in the United Way color palette; no other color combinations are permitted.

The main photographs in any communicationshould include people. This approach is in line with our evolution from a fundraiser to acommunity impact organization. It is importantto show diversity in age, ethnic background,profession and personal interests.

GridsWhen developing layouts for print applications,follow the grid proportions shown below. These grids will help you place copy and imageryin 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.


36

The 2–column grid is used to create itemssuch as 4”x9” rack cards and brochures.

The 5–column grid is used to create items such as8.5”x11” brochures and newsletters.

The 6–column grid is used to create items thatare 9”x12” or larger such as folders and posters.

Brandmark placementCorrect placement of the brandmark willhelp ensure the integrity of United Waycommunications. The brandmark should alwaysbe placed at a distance of a half of the symbolsquare from the right edge of any print or on-screen application. This applies to allversions of the brandmark, with or without thetagline and local identifier. While the brandmarkwill not necessarily align with the grid, itsplacement on the right and correctly measuredspacing from the edge relative to the brandmarkwill ensure a consistent presentation.


37

Symbol square

1/2 Square

Right edge of application

what matters.® United Way of Fox Cities

The brandmark distance from the right edge is consistent with or without tagline and local identifier.

Sample applications

38

Brand identity:System overviewThe brand identity elements reviewed in SectionTwo and Three inform our approach toapplication development. We can think of theelements of the identity system as our buildingblocks for all communication materials. Byfollowing the guidelines on previous pages, wecan meet the brand objectives that are definedby our positioning, mission and vision and stillmaintain the flexibility to develop uniquelycreative and impactful designs.

4.1 Sample applicationsUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

39


Anytown United Way

Meta Book RomanMeta Book Italic

Meta Bold RomanMeta Bold Italic

Times New Roman RegularTimes New Roman Italic

Times New Roman BoldTimes New Roman Bold Italic

Arial RegularArial Italic

Arial BoldArial Bold Italic

what matters.®

United Way

Symbolsquare

1/2 Square

Brochure: Front and back coversBrochures are effective communication vehiclesused to convey information about our programsin a compelling and engaging way.


40

Dolor in reprehen in voluptate velit esse molestaie consequat: At vero eos et accusam et iusto

Vel illum 2005

what matters.®

Heart of AmericaUnited Way

United Way of Newton

At vero accusam etiusto odogio dig nissum qui blandit

2004Dolor in reprehen in voluptate velit esse molestaie consequat: At vero eos et accusam et iusto

United Wayof Metropolitan Dallas

what matters.®

what matters.®

Heart of AmericaUnited Way

United Wayof Metropolitan Dallas

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Full-color brochure cover

The impact graphic may onlybe one of five colors specifiedon page 3.3.

With the flexible placementtreatment for the localidentifier, place it at a half ofthe brandmark symbol squarefrom the left edge.

When the tagline is locked upwith the brandmark, it appearsin a fixed position underneaththe brandmark.

Back covers

Brochure cover design alternatives

Brochure: Interior spreadsBased on United Way grids, interior spreadsafford enough flexibility to suit different stylesof communications.


41

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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


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.

Commodo consequet. Duis autem est vel eum irure dolor in reprehenderit in voluptate molestaie consequat, vel illum eu fugiat nulla pariatur. At vero eos et accusam et iusto dignissum qui blandit est paesent luptatum.

Interior spread design alternatives One-color interior spread

Meta typeface can be used forheadlines as well as text.

The 5–column grid is used for8.5”x11” brochures.

Monotones can be made withany color in the United Waycolor palette. Duotones can bemade with black and any colorin the United Way colorpalette.

NewslettersA newsletter can accommodate a large bodyof text and still convey the essence of the United Way brand.


42

1

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what matters.®

Dec 2004Issue 2 Volume 8


what matters.®

Solut nobis eligentNam liver tempor cum soluta

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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

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neque pecun modut est neque nonor et.

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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

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Dec 2004Issue 2 Volume 8Newsletter Title

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United Wayof King County

One-color newsletterNewsletter design alternatives

The one-color blue brandmarkis always used in one-colorapplications other than blackand white.

The impact graphic alwaysextends from the left to theright edge.

The local identifier alwaysappears in first upper case andthen all lower case Meta Bold.

Report coversUsing report covers helps to create visuallydistinct and professional presentations.


43


Lorem nobis eligent optio congue:

what matters.®


Soluta nobis eligent optio congue:

what matters.®

Ut einim ad minim veniam, quis nostrud exercitation ad minim

First Edition, 2003

AlohaUnited Way

Full-color reportReport design alternatives

The full-color brandmark isalways used in 4–colorapplications.

The tagline color is blue whenused with the full-colorbrandmark.

An approved weight and styleof the Meta typeface is usedfor all headlines.

PostersPosters are a popular way to communicate locally.


44

United WayThomas Jefferson Area

Lorem tempor!

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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 Uteinim ad minim veniam, quis nostrud exercitation ullamcorpor suscipitlaboris nisi ut aliquip ex ea commodo consequet.

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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 Uteinim ad minim veniam, quis nostrud exercitation ullamcorpor suscipitlaboris 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. Atvero eos et accusam et iusto odogio dignissum qui blandit est paesentluptatum delenit aigue duos dolor etmolestias 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 pecunmodut est neque nonor et imper ned libiding gen epular et soluta nobis eligent optio congue nihil est impeditdoming id quod maxim religuard cupiditat, qwuas nulla praid om umdant. Improb pary minuit, los potius inflammad ut coercend magist etdodecendensse videantur. Et invitatigitur vera ratio bene sanos as iustitiam, aequitated fidem. Neque Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed diam nonumy eiusmod tempor incidunt utlabore et dolore magna aliquam erat volupat Ut einim ad minim veniam, quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequet.

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what matters.®

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dolore eu fugiat nulla pariatur.

Nam livar tempor

United Way of the Greater Lehigh Valley

Mt. Baldy United Wayof Southern California

Cupidata non provident, simil tempor sunt in culpa qui officia deserunt mollit anim.

Ipsem dereud… what matters.®

Full-color posterPoster design alternatives

The 6–column grid is usedfor posters.

Only use photographs thatshow the new brandmark.

When placed on a coloredbackground, the white outlineexpands to accommodate thelocal identifier.

Print advertisementsWhen promoting the United Way on both anational and local level, you might want to useadvertising. Because advertising is a very visibleform of communication, it must adhere to thebrand identity guidelines to ensure consistencyof our brand image.


45

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dignissum qui blandit est paesent luptatum delenit aigue et dolor fuga Et harumd

dereud facilis est er expedit distinct.

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consequatvel amet dolore

what matters.®

Duis autem est vel eum irure dolor in in voluptate velit esse molestaie id est laborum et dolor consequat.

consequat

Event NameHousatonic/Shepaug United WayAt 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 suntin 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.

Cupidata non provident, simil tempor sunt in culpa qui officia mollit anim.

Ipsem dereud…

what matters.®

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Et harumd dereud facilis est er expedit distinct. Nam liber tempor cum et conscient to factor.

Print advertisementPrint advertisement design alternatives

The minimum height for theimpact graphic is .625 inches.

This community image is the communication’sprimary photograph.

The tagline always appears in all lower case, Meta Book Romantypeface, followed by a periodand registered trademark symbol(®).

WebsiteThe web page shown here brings to life ourunique positioning and personality through useof the core brand identity elements. It alsoprovides a visual benchmark for guiding thedevelopment of all United Way sites.


46

United Way of Cleveland County

The United Way System Programs & Services How to Give Media Center Contact Us Job Opportunities

Find a United Way Impact Matters Get Involved POV

postal code

GO

Volunteer Now

Give Now Programs Initiatives United Way International United Way of Canada About United Way My Profile

postal code

GO

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At vero eos et accusam et iusto odogio dignissum

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En epular et soluta nobis eligent optio congue nih

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Neque Lorem ipsum dolor

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Fact of the Week

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Veniam, quis nostrud exercitation ullamcorpor

Home page

The local identifier has afixed size relationship withthe brandmark.

Arial can be used for non-graphicaltext on websites.

Three colors from the UnitedWay color palette wereselected for the design of thiswebsite.

Exterior signageSignage provides a means to consistentlyidentify, locate, direct and inform acrossoperating sites and offices around the country.

Shown here are two types of monument signs andone building sign that might appear in front or ona United Way building or office. Exterior signsmust use the white background control box aroundthe brandmark as specified in these guidelines.

The trademark symbol does not need to appearon signage.

Note:For exterior signage there are several types ofsigns available. The examples shown here are fordesign intent only. They can be used to guide thedevelopment of engineering drawings. Precisefabrication methods and exact measurements aredetermined with your signage vendor.


47

United Way of Metropolitan Dallas

Interior signageEffective signage is an important opportunityto make a positive impression on internal andexternal audiences.

Shown here are a few signs that might appearnear or behind a reception desk. Interior full-colorsigns must use the white background controlbox around the brandmark as specified in theseguidelines. Metal signs should be made of onemetal type and do not need to use the whitebackground control outline.

The trademark symbol does not need to appearon signage.

Note:For interior signage there are many types ofsigns available. The example shown here isfor design intent only. It can be used to guidethe development of engineering drawings. The precise fabrication methods and exactmeasurements are determined with your signage vendor.


48

Georgetown County United Way

Video, animation andinteractiveGuidelines for video production align closely tothose for print and other media: the brandmarkand preferred placement, the brand colorpalette, typography and impact graphic shouldbe used.

The full-color version of the United Waybrandmark in the only version that should beused in screen applications.

To take advantage of the dynamic nature of videomedia, however, exceptions to some of theguidelines can be made. For example, thepreferred placement for the brandmark is on theright side of the screen, but this may not betechnically 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 anyappropriate manner, including separation of theelements, as long as the brandmark is intactwhen the action stops. Individual elements maycollect on the screen in order to “build” thebrandmark, but it may not be “deconstructed” inthe reverse action. Individual elements and thewords “United Way” from inside the brandmarkstill may not be used as separate images otherthan to “build” the brandmark.

Both type and the impact graphic can move,grow or shrink and fade in or out. The impactgraphic can also be transparent over an image,as long as the brand palette is used and the sizeand color proportions are maintained.


49

Brian A. Gallagher

Brand elements used on screen Example of brandmark “build” animation on screen

Separated brandmarkelements are added one byone in sequence as imagesmove to back.

The brandmark is intact when the action stops.

Brand architecture

50

5.1 IntroductionUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

51

What is brandarchitecture?

In concept, brand architecture is a systematic means of ordering therelationships between corporate, member and offer brands and rationalizingthe creation of new brands to ensure that key audiences understand theseoffers and how they meet their needs.

In practice, brand architecture is an approach, in effect a roadmap, toclassifying existing entities based upon their relationship to United Way. It also serves as a guide to help us name and create visual identities fornew 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

Brand architecturevisualization

52

Visual architecture:OverviewThe levels shown here define the correct visualrepresentation of the brandmark for United Wayentities, offerings, products, events and otherbranding opportunities.

6.1 Brand architecture visualizationUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

53

Level 1:United Way masterbrand only(see page 6.2)

Level 2A: United Way affinity group identities (see page 6.3)

Level 2B: United Way product and eventidentities (see page 6.5)

Level 3: Partner dominant with United Way endorsement (see page 6.6)

Level 4:Legacy brands and collective initiative identities(see page 6.8)

Level 5: National/local partnerships and co-sponsorships(see page 6.9)



OR


United Way Affinity Group

United WayProduct or event

A United Way Community Partner

Community Partner

Partner/Program logo

N/A

N/A

Program or Brand United Way Brandmark

WITH

WITH

WITH

WITH

A United Way National Corporate Leader

United Way of Anytown(optional)

Level 1:United Waymasterbrand onlyTo be used by national and local organizationsas their primary means of self-identification.

The localized brandmark can use the preferredflexible placement treatment, but may also use the horizontal or vertical lockup. See Brandmark usage, pages 2.1 - 2.21 for completespecifications.


54


Lorem nobis eligent optio congue:

Ut einim ad minim veniam, quis nostrud exercitation ad minim

First Edition, 2003



United Way masterbrand only examples

United Way masterbrand only visualization

OR


WITH

United Way of Anytown (Flexible placement treatment)

Level 2A:United Wayaffinity group identity

To be used for United Way offers that arecontrolled by United Way, but that will notbe promoted as separate entities. For clarity,simplicity and directness, audiences do not need to know of them as stand-alonebrands. These offers often serve as anoverarching association of other, individuallybranded programs, products and events.

United Way masterbrand dominant initiativenames should use generic or proper namedescriptors.

The United Way affinity group identity shouldappear on the left side of the page with thebrandmark placed on the right.

Color treatmentsLevel 2A programs may appear in United WayBlue, black or white. See page 3.1 for the UnitedWay brandmark color palette.


55

United Way Tocqueville Society

Leadership Dinner


what matters.®

United Way affinity group identity visualization United Way affinity groupidentity example

United Way affinity group identity specifications

Other United Way affinity groups include:

National Corporate Leadership ProgramNational Professional CouncilMillion Dollar RoundtableLegacy Giving CircleWomen’s Leadership Council

United Way Affinity Group(descriptive nomeclature)

OR


WITH

United Way of Anytown Affinity Group

WITH

(descriptive nomeclature)

United Way of Anytown Tocqueville Society

First upper and then lower case

Meta Bold Meta Book Italic


56

Examples of Level 2A:United Wayaffinity group identityvisualizations

As the following examples illustrate, graphicsidentified with the affinity group may beincorporated into designs using the Level 2Avisualizations.

Artwork for Tocqueville societies is availablefrom United Way of America. Contact United Way

Creative Studio or visit the Brand Managementsite on United Way Online for more information.

Logos previously used for affinity groups shouldbe retired; however, any associated artwork thatdoes not include the affinity group name may berepurposed for use in association with theLevel 2A identities.

2006Annual Awards Luncheon


what matters.®

Women’s Leadership Council

United Way affinity group identity exampleswith associated artwork

Repurposed associated artwork

Tocqueville Society artwork


what matters.®

United Way Tocqueville Society

2006 Community Leaders

Level 2B:United Wayproduct and eventidentities

To be used for United Way offers that arecontrolled by United Way, and that have orrequire their own stand-alone identities.Because they are unique and add specialvalue to our mission, they are promoted asindividual offers in order to create a sense of belonging by their target audiences.

The United Way product or event identity shouldappear on the left side of the page with thebrandmark placed on the right.

Logos previously used for products and eventsshould be retired; however, any associatedartwork (not including the product or eventname) may be repurposed for use in associationwith the Level 2B identities.

Color treatmentsLevel 2B programs may appear in United WayBlue, black or white.


57

1U1/2U

1-1/3U

United Way of AnytownDay of Caring


Meta Bold

Meta Book Italic

United Way branded program visualization United Way branded program example

United Way branded program specifications

United Way of AnytownDay of Caring

United WayCampaign Coordinator’s Guide

United Way of Anytown what matters.®

Other United Way products and events include:

Community Leaders ConferenceMinority RoundtableState of Caring Index™Day of CaringCommunity Readiness

OR


United WayProduct or Event

WITH

United Way of Anytown Product or Event

WITH

Level 3:Partner dominant withUnited Way endorsement

To be used for offers that are only partially, or not at all, controlled by United Way, have orrequire their own stand-alone identities, andwhere there is a desire for mutual affiliation.

Color treatmentsLevel 3 community partner lockups may appearin full color, United Way Blue, black or white.The community partner tagline should appear inUnited Way blue, black or white only.


58



Meta Bold Meta BookMeta Book

white box

Community Partner

1U

1/2 U1/2 U

1/2 U

ORA United Way Community Partner

Community Partner

WITH

Partner/Program logo

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Lorem Ipsem


Aqueriusio de matza exo aferica mantra dolarius quento sud. Do centro ef entrius mata en entrugel. Ef entrius inza do zupa terium.

Event NameJuly 3, 2006

Community Partner

Program dominant with United Way endorsement visualization

Partner dominant with United Way endorsementexample

Program dominant with United Way endorsement specifications

Localization of Level 3:Partner dominant withUnited Way endorsement

Level 3 visualization reflects the need for mutualaffiliation of a partner with United Way generally.Where multiple United Ways’ service areasoverlap, however, it may be desirable to indicatewhich individual United Way is providing theendorsement.

For that reason, both the community partnerlockup and the community partner tagline maybe localized. Usage is the same as for the non-localized versions.

NoteWhen no United Way brand palette color optionsare available, except for black, the communitypartner lockups and taglines should be renderedin black. When no United Way brand palettecolor options are available at all, includingblack, the special use white lockups and thewhite taglines should be reversed out ofwhatever solid color is being used.


59

Program dominant with local United Way endorsement visualization

Program dominant with local United Way endorsement specifications

United Way of AnytownCommunity Partner

A United Way of Anytown Community Partner

white box

United Way of AnytownCommunity Partner

1U

1/2 U1/2 U

1/4 U

1/2 U1/2 U

A United Way of Anytown Community Partner


Meta Bold Meta BookMeta Book

Level 4: Legacy brandsand collaborativeidentities

This level is for those identities that representrelationships that are so invested with history,equity and/or legal constraints that the existingbrand identity should remain as is. They areidentities that are recognized and promoted on a national level and in which United Way isclearly a partner with others.

In this case, as many aspects of the United Waybrand identity should be incorporated as possible.Type and color should be changed to conform tothe guidelines wherever possible.


60

Legacy brand examples

Note:Please refer to Appendix A on page 7.1 forspecific graphic guidelines for the 2-1-1™ logo.

Note:Please refer to Appendix B on page 7.8 forspecific graphic guidelines for the United WaySuccess By 6® logo.

Level 5: National/localpartnerships andco-sponsorships

The logos of partners and co-sponsors shouldalways be center-aligned, spaced equally andoptically at the same size. Use the diagramshere to guide their placement. The United Waybrandmark should always appear last andfarthest to the right or bottom.

Note:These examples and specifications apply whenUnited Way is the lead partner in a cooperativeeffort. When one of many or a lesser partner inthe effort, United Way can recommend orrequest that these visualization guidelines befollowed. But it is understood that theseguidelines may not prevail in a program thatUnited Way does not control.


61

National/local partnership examples and specifications

Sponsored by

Sponsored by

Sponsored by

Sponsored bySponsored by

Co-sponsorship vertical examplesand specifications

Co-sponsorship horizontal examples and specifications

A United Way National Corporate Leader

A United WayUnited Way National Corporate Leader National Corporate LeaderTM

1U

1/2 U3/4 U

National Corporate Leadership tagline examples and specifications

Appendices

62

7.1 Appendix A: 2-1-1 logo guidelinesUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

63

The 2-1-1 logo:Color versionsThe refreshed 2-1-1 logo updates the originalimage to reflect aspects of the new United Waybrandmark and visual system.

It is recommended that the full-color version ofthe 2-1-1 logo be used in branded applicationswhenever possible.

Pantone and RGB reproduction files of the full-color logo are available for specific applicationrequirements.

When reproduction constraints prevent the useof the full-color logo, use one of the alternativeone-color versions. The one-color blue logo is tobe used when Pantone® 287 is the only availablecolor selection. The one-color black logo is to beused when black is the only available colorselection. See the artwork finder on page 7.4 forcomplete specifications and files.

NOTE:As an important asset, the 2-1-1 logo mustalways appear as shown on this page or in oneof the color variations described in theseguidelines. Never attempt to redraw or rescalethe logo or add other graphic elements to its

presentation. We must use a trademark symbol(TM) with the logo to ensure our legal rights areprotected. Always display the trademark symbolin the position indicated.

Two-color One-color blue One-color black

2-1-1 Logo Fonts: Meta Bold

Tagline Font: Meta Book Italic

Local City or State Font: Futura Book

4 Color Printing: (CMYK):Blue = C:100, M:74, Y:0, K:0Red = C:100, M:85, Y:89, K:0

4 Color Printing (Spot):Blue (PANTONE® 287)Red (PANTONE® 179)

1 Color Printing (Spot):Black (Process Black)

1 Color Printing (Spot):United Way Blue (PMS 287)

Special usage white

Reverse Printing :Reverses to white against dark background


64

The Logo:Sizing and positioning

To ensure the integrity of the 2-1-1 logo, do notreduce the width of the logo to less than 1.25inches for print or special usage, and 90 pixelsfor screen applications.

Space bordering the logo must be at least threetimes the height of the tagline. Space willchange as the size of the logo changes.

The 2-1-1 logo may be positioned anywhere on apage or screen, however, the preferredplacement is on the right side.

Width of taglineshould never be smaller than 1.25” wide

1.25”

Space bordering logo must be at least three times the height of the tagline.Space will change as size of Logo changes.

Tagline height x3

Example of logo positioning

2-1-1 Communicator’s GuideA guide to helping develop support for 2-1-1 with key audiences


65

The logo:Localization forstate/county/city/town use

The 2-1-1 logo can be localized for use at thestate, county, city or town levels.

The state, county, city or town name appears in afixed position above the logo. The localidentifier always appears in first upper case andthen all lower case Futura Book.

Adding the names of lead or parentorganizations to the logo is optional. This textshould be placed below a 1/2-point rule thatmeasure the width of the tagline and appear inupper and lower case Futura Book. (Any versionof Futura Book is acceptable.)

The local identifier should be rendered inPantone 287 for the one-color blue and the two-color versions. When localizing the one-colorblack logo, the local identifier should be inblack.

2-1-1 logo for state use 2-1-1 logo for county/city/town use

OR

Local state/city/county/town replaces “UNITED WAY • AIRS.” Place lead or parent organization names below a 1/2-point

rule below the logo.

1/2-point rule


66

Artwork finder This table shows and describes each 2-1-1 logoavailable. For information on the colors used,please refer to the color palette on page 7.7.

Two-color spotPantone 287c and Pantone 179cFile Name: 211_2s_ful.eps

One-color blackBlack 100%File Name: 211_k_one.eps

Special usage whiteC:0, M:0, Y:0, B:0File Name: 211_w_spe.eps

RGBRefer to color palette for color specificationsFile Name: 211_rgb_ful.eps

One-color bluePantone 287cFile Name: 211_b_one.eps

This logo is to be used when two spot colors (Pantone 287 and 179) will be printed.

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.

This logo is to be used when Pantone 287 is the only available color selection.

Use this logo when black is the only available color selection.

Use this logo to reverse out of a dark background.

Recommended usage


67

National and localpartner buttons

2-1-1 logo national and local partner buttons arefor the use of groups that have their own stand-alone identities and/or where there is a desirefor mutual affiliation.

It is recommended that the full-color version ofthe 2-1-1 logo be used in branded applicationswhenever possible.

Pantone and RGB reproduction files of the full-color logo are availble for specific applicationrequirements.

When reproduction constraints prevent the useof the full-color logo, use one of the alternativeone-color versions. The one-color blue logo is tobe used when Pantone® 287 is the only available

color selection. The one-color black logo is to beused when black is the only available colorselection.

Horizontal

Vertical

Local partner buttonsNational partner buttons

“Anytown” represents the name of the locality–either state, county or town.

2-1-1 national and local partner buttons do not require a tagline.


68

The logo used withUnited Way brandmark(optional)

If paired with the United Way brandmark, the2-1-1 logo must appear to the left. The spacebetween the two equals a square equal to theheight of the words “UNITED WAY” in thebrandmark. That space will change as the size ofthe brandmark changes. The size of the UnitedWay brandmark should be of equal weight asthat of the 2-1-1 logo.

Example of logo used with United Way brandmark

United Wayof Anytown


Calling for 2-1-1

The Calling for 2-1-1 Act

A nationwide 2-1-1 system will not happen with-

out 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 (R-

NC) 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 per-

cent match to the grant, which could come from

current 2-1-1 funding in the community, such as

United Way funding, funding through other non-

profits, 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 co-

sponsors.

What is 2-1-1?2-1-1 is an easy to remember telephone numberthat, where available, connects people withimportant community services and volunteeropportunities, and is being spearheaded byUnited Ways and comprehensive and specializedInformation and Referral Agencies in states andlocal communities. United Way of America(UWA) and the Alliance of Information andReferral Systems (AIRS) strongly support federalfunding so that every American has access tothis essential service.

Every hour of every day, someone in the UnitedStates needs essential services—from finding anafter-school program to securing adequate carefor a child or an aging parent. Faced with a dra-matic increase in the number of agencies andhelp-lines, people often don’t know where toturn. In many cases, people end up going with-out these necessary services because they donot know where to start. 2-1-1 helps people findand give help.

The New York City 2-1-1 Task Force estimates thatthere are at least 250 information and referralproviders in New York City alone, creating a confusing network for people to navigate. One phone number to assess individual andfamily needs and connect them with necessaryresources would eliminate the confusion.

What is the Current Status of 2-1-1?In 2000, UWA, with its partners on the National2-1-1 Collaborative, successfully led the effort toget the Federal Communications Commission toassign 2-1-1 for community information andreferral purposes. Today, 2-1-1 reaches approxi-mately 90 million Americans, only about 32 per-cent of the U.S. population. The goal of UWA isto ensure that 50 percent of the U.S. populationhas access to quality community informationand referral services through 2-1-1 by 2005, and100 percent soon thereafter. The 107th Congressrecognized the importance of 2-1-1 by includingit as an allowable use of funding in the bioterror-ism preparedness legislation, signed into law inJune 2002.

How Will a National 2-1-1 System Impact Society?2-1-1 will make some dramatic and much neededchanges, including:• Providing the infrastructure to connect indi-

viduals with precise information and socialservices that address their individual needs.

• Employing personal interaction to analyzecallers’ needs and impact their lives.

• Empowering the nation to better respond tolarge-scale emergencies and homelandsecurity needs.

• Providing relied-upon aggregated data from2-1-1 Systems nationwide to better assessthe needs of our communities.

2-1-1 is an easy

to remember

telephone number

that...connects people

with important

community services

and volunteer oppor-

tunities, and is being

spearheaded by

United Ways and

comprehensive and

specialized

Information and

Referral Agencies in

states and local

communities.

United Way Community Fact Sheet July 2004


69

Color palette It is important that the 2-1-1 logo maintains aconsistent appearance in all visualcommunications across various media types andmaterials.

Using colors consistently in all communicationswill strengthen 2-1-1 brand recognition andcreate impact.

The color palette is comprised of blue, red, blackand white. Below each swatch is thecorresponding color formula for CMYK and RGB.

NOTE: The colors shown on this page and throughoutthis manual have not been evaluated by PANTONE,Inc. for accuracy and may not match the PANTONEColor Standards. Consult current PANTONEpublications for accurate color. PANTONE® is theproperty of Pantone, Inc.

Pantone 287

C:100 M:74 Y:0 K:0

R:16 G:22 B:127

Blue

Pantone 179

C:0 M:85 Y:89 K:0

R:254 G:35 B:10

Red

Black

C:0 M:0 Y:0 K:100

R:0 G:0 B:0

Black

White

C:0 M:0 Y:0 K:0

R:255 G:255 B:255

White

7.8 Appendix B: United Way Success By 6® logo guidelinesUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 1.5 © United Way of America 2006

70

The logo:Preferred andrecommendedUnited Way brandedlogo andlocalization executions

The new Success By 6® logo reflects the now-completed transition of the program from anindividualized series of local efforts to apowerful national iniative under the auspices ofUnited Way.

The evocative toy blocks imagery has beenmaintained for its effectiveness and forcontinuity. The typeface and color palette are

identical to that of the United Way brandmarkvisual system. The United Way name isprominently displayed in the the generic UnitedWay branded Success By 6® logo.

Another acceptabLe alternative version is theUnited Way branded localization execution.To avoid redundancy, the United Way nameabove the logo is deleted and the localization isinserted.

More information about localization is onpage 7.13.

United Way of Anytownand Anytown County

United Way branded generic executionhorizontal and vertical

United Way branded localization executionhorizontal and vertical




71

The logo:United Waynon-branded executions

In some cases, it may be necessary to use anon-branded version of the Success By 6® logo.With the exception of localization, all theguidelines for the United Way branded executionapply to the non-branded Success By 6®

execution.

United Way non-branded executionhorizontal and vertical


72

The United WaySuccess By 6® logo:color versionsThe new Success By 6® logo reflects the now-completed transition of the program from anindividualized series of local efforts to apowerful national iniative under the auspicesof United Way.

The evocative toy blocks imagery has beenmaintained for its effectiveness and forcontinuity. The typeface and color palette areidentical to that of the United Way brandmarkvisual system. The United Way name isprominently displayed in the new Success By 6®

logo.

It is recommended that the full-color version ofthe Success By 6® logo be used in brandedapplications whenever possible.

Pantone, CMYK and RGB reproduction files of thefull-color logo are availble for specificapplication requirements.

When reproduction constraints prevent the useof the full-color logo, use one of the alternativeone-color versions. The one-color blue logo is tobe used when United Way Blue is the onlyavailable color selection. The one-color blacklogo is to be used when black is the onlyavailable color selection. See the artwork finderon page 1.4 for complete specifications and files.

Note:As an important asset, the Success By 6® logomust always appear as shown on this page or inone of the color variations described in theseguidelines. Never attempt to redraw or rescalethe logo or add other graphic elements to itspresentation. We must use a trademark symbol(TM) with the logo to ensure our legal rights areprotected. Always display the TM trademarksymbol in the position indicated.

Full color One-color blue One-color blackSuccess By 6TM Fonts: Meta Book and Meta Bold

4 Color Printing: (CMYK):Blue = C:100, M:74, Y:0, K:0Red = C:100, M:85, Y:89, K:0Yellow = M:34, Y:86

4 Color Printing (Spot):Blue (PANTONE® 287)Red (PANTONE® 179)Yellow (PANTONE® 143)

1 Color Printing (Spot):Black (Process Black)

Horizontal

Vertical

1 Color Printing (Spot):United Way Blue (PMS 287)


73

The logo:Special usage

The special usage United Way Success By 6®

logos are used when printing on darkbackgrounds or for a “watermarked” treatment,such as for letterhead. See the artwork finder on

White special usage logo Blue special usage watermarked logo

Horizontal

Vertical

Examples of special usage logos

123 Anytown StreetEast Anytown, USA 12345-6789tel 000.000.0000fax 000.000.0000www.anytownunitedway.org

United WaySuccess By 6®

United Way of East Anytown and East Anytown County

Helping children succeed in life.


74

The Logo:Sizing and positioning

To ensure the integrity of the United WaySuccess By 6® logo, do not reduce the width ofthe “SUCCESS” parts of logo to less than oneinch for print or special usage, and 90 pixels or1.25 inches for screen applications.

Space bordering the logo must be at least theheight of the “S” square block. Space willchange as the size of the logo changes.

The United Way Success By 6® logo may bepositioned anywhere on a page or screen, however,the preferred placement is on the right side.

There is no longer a national tagline associatedwith the Success By 6® logo. The use of a localtagline is permitted in your materials, but it maynot be locked up (connected to) with the SuccessBy 6® logo. See examples in these guidelines forsuggested placements of a local tagline.

“S” Square Block and “Success” parts of Logoshould never be smaller than 1” wide

1”

Space bordering Logo must be at least the heightof the “S” square block.

Space will change as size of Logo changes.

1”

“S” Square Block X 1

Example of local tagline placement


United WaySuccess By 6®

Community ConferenceHelping children succeed for life.


75

The logo:Localization (optional)

Localization of the Success By 6® is optional.When the local identifier is locked up with thelogo, it appears in a fixed position below thelogo. The size relationship and position havebeen determined for optimal communication ofboth the United Way Success By 6® brand andthe local identifier.

The local identifier always appears in first uppercase and then all lower case Meta Bold.

The local identifier should be rendered in UnitedWay Blue (PMS 287) for the one-color blue andall full-color versions. When localizing the one-color black logo, the local identifier should be inblack.

Note:When displayed in type only, United WaySuccess By 6® appears as shown here with theregistered trademark ®. We use a trademarksymbol (TM) with the logo artwork as it proceedsthrough the trademark process.

1. Horizontal

United Way of East Anytown and East Anytown County


United Way of East AnytownUnited Way of East Anytownand East Anytown Countyand East Anytown County

1 “S”

1/2 “S”

1/3 “S”1/6 “S”1/3 “S”

and Anytown Countyand Anytown County

1 “S”

1/2 “S”

United Way of AnytownUnited Way of Anytown

Localization should not extend beyond left and right edges of Logo.

Localization should notextend beyond

left and right edgesof Logo.

2. Vertical


76

Artwork finder This table shows and describes each United WaySuccess By 6® logo available. For information on

the colors used, please refer to Appendix B:United Way color palette, on page 7.17.

Three-color spotPantone 287c, Pantone 179c and Pantone 143cFile Names: uw_sb6_3s_ful_h.eps

uw_sb6_3s_ful_v.eps

Special usage bluePantone 287cFile Names: uw_sb6_b_one_h_wmark.eps

uw_sb6_b_one_v_wmark.eps

One-color blackBlack 100%File Names: uw_sb6_k_one_h.eps

uw_sb6_k_one_v.eps

Special usage whiteC:0, M:0, Y:0, B:0File Names: uw_sb6_w_spe_h.eps

uw_sb6_w_spe_v.eps

Four-color processRefer to United Way color palette for color specificationsFile Names: uw_sb6_4p_ful_h.eps

uw_sb6_4p_ful_v.eps

RGBRefer to United Way color palette for color specificationsFile Names: uw_sb6_rgb_ful_h.eps

uw_sb6_rgb_ful_v.eps

One-color bluePantone 287cFile Names: uw_sb6_b_one_h.eps

uw_sb6_b_one_v.eps

Use this logo when you will be printing in four-color process (such as when color photos will bein your document).

This logo is to be used when three spot colors(PMS 287, 179 and 143) will be printed.

Use this file for all PowerPoint and Web-basedapplications. DO NOT USE other four-color files forthose 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.

Use this watermarked file principally for SuccessBy 6® letterhead; it can also be used as analternative to the special use white logo on a darkbackground.

This logo is to be used when black is the onlyavailable color selection.

Use this logo to reverse out of a darkbackground.

Recommended usage

The logo:Tagline (optional)

Descriptive taglines for Success By 6® areoptional. When the tagline is locked up with thelogo, it appears in a fixed position below thelogo. The size relationship and position havebeen determined for optimal communication ofboth the United Way Success By 6® brand andthe tagline.

The tagline should be rendered in United WayBlue (PMS 287) for the one-color blue and allfull-color versions. When localizing the one-colorblack logo, the local identifier should be inblack.

Note:The tagline appears in Meta Bold for the SuccessBy 6® logo without localization. The taglineappears in Meta Book for the localized SuccessBy 6® logo.


77

United Way of Anytownand Anytown CountyHelping all children succeed for life.

and Anytown Countyand Anytown County

1 “S”

1/4 “S”

1/2 “S”

Helping all children succeed for life.

United Way of AnytownUnited Way of Anytown


Helping all children succeed for life.Helping all children succeed for life.

1 “U”

3/4 “U”1/2 “U”


Helping all children succeed for life.Helping all children succeed for life.

1 “U”

3/4 “U”1/2 “U”

United Way of East Anytown and East Anytown CountyHelping all children succeed for life.

United Way of East AnytownUnited Way of East Anytownand East Anytown Countyand East Anytown County

1 “S”

1/2 “S”

1/3 “S”1/6 “S”1/3 “S”

Helping all children succeed for life.Helping all children succeed for life.1/4 “S”1/4 “S”

The tagline should not extend beyond left and right edges of Logo.

The tagline should notextend beyond


United Way Success By6® logo with tagline Localized United Way Success By 6® logo with tagline

The tagline should not extend beyond left and right edges of Logo.

The tagline should notextend beyond



78

The logo used inpartnership/co-sponsorship withpartner tagline

When paired with other logos, the United WaySuccess By 6® logo must appear to the right. Thespace between the two equals the width of the“S” square block. That space will change as thesize of the logo changes. The size of the partnerlogo should be of equal weight as that of theSuccess By 6® logo.

Typefaces for the partner tagline are: Meta Boldfor “United Way;” and, Meta Book for “SuccessBy 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.

United Way Success By 6® PartnerLogo 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.

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.

1/2 “S”

Horizontal

2/3 “S”

United Way Success By 6® Partner1/2 “S”

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.

Vertical

For the vertical version: type is sized to extend tothe width of the combined logos; it is placedbelow at 1/2 “S.”


79


The logo used inmultiple partnership/co-sponsorship withpartner tagline

As when paired with a single other logos, theUnited Way Success By 6® logo must appear tothe right when grouped with multiple partnerlogos. The space between each equals the widthof the “S” square block. That space will changeas the sizes of the logos change. The size of thepartner logos should be of equal weight as thatof the Success By 6® logo.

Typefaces for the partner tagline are: Meta Boldfor “United Way;” and, Meta Book for “SuccessBy 6® Partner.”

For the both horizontal and vertical versions:type is sized at 2/3 “S” height; the tagline isplaced at 1/2 “S” below the combined logos. Itis positioned flush left with the left-most logo.

United Way Success By 6® PartnersLogo must appear to the right of other marks.

Space between equals 1/2 the height of the “S” squareblock. Space will change as size of Logo changes.

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.

Horizontal or vertical

United Way Success By 6® PartnersAlign bottom of logo with baseline of partner tagline type.

1/2 “S”

1/2 “S”


80

The logo used withUnited Way brandmark(optional)

If paired with the United Way brandmark, theUnited Way Success By 6® logo must appear tothe left. The space between the two equals thewidth of the “S” square block. That space will

change as the size of the logo changes. The sizeof the United Way brandmark should be of equalweight as that of the Success By 6® logo.

Horizontal

Vertical Example of logo used with United Way brandmark

Taking Early ChildhoodImpact to Scale

Taking Early Childhood Impact to ScaleUnited 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 Impactto Scale• Brian Gallagher, President and CEO, UWA • Bill Garrett, National Director

UWA Success By 6®• Susan Stevenson, Director of Operations

UWA Success By 6®

2:30: - 3:15 p.m. GENERAL SESSIONThe Votes Are In: How to Thrive inthe Next Four Years• Joan Lombardi, Senior Policy Fellow

National Institute for Early EducationResearch

3:30 - 5:30 p.m. GENERAL SESSIONOne 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

5:30 - 6:00 p.m. GENERAL SESSIONGetting 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

6:00 - 7:00 p.m. NETWORKING RECEPTION

Thursday, November 4

7:15 - 8:00 a.m. CONTINENTAL BREAKFAST

8:00 - 8:30 a.m. GENERAL SESSION• Bill Garrett and Susan Stevenson

8:45 - 11:15 a.m. BREAK OUT SESSIONSBringing 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 O’Donnell, Director of Child,

Family and Community Programs,Families and Work Institute

• Peg Sprague, Vice President, CommunityImpact, UW of Massachusetts Bay

• Laurie Rovin, UW of Greenville County• Marlo Nash, Manager of Quality

Initiatives, UWA Success By 6®

• Rachel Perry, Communications Consultantfor UWA Success By 6®

Rachel Perry Communications• David Albritton, Vice President, UWA Field

and Media Communications

11:15 a.m. - 12:45 p.m. NETWORKING LUNCH

1:15 - 2:15 p.m. GENERAL SESSION Promising Practices and Policies forQuality Rating Systems• Louise Stoney, State Technical Assistance

Specialist, National Child CareInformation Center (NCCIC)

• Tracy Dry, Information ServicesCoordinator, NCCIC

2:30 - 4:45 p.m. BREAKOUT SESSIONSDeveloping, Financing, andImproving Early Care and Educationin Your Community• 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

Friday, November 5

7:15 - 8:00 a.m. CONTINENTAL BREAKFAST

8:00 - 9:00 a.m. GENERAL SESSIONShow Me the Money: Strenthening the Network’s ImpactThrough Resource• Bill Garrett• James van der Klok, Vice President for

Organizational Advancement, UWA

9:15 - 11:30 a.m. BREAKOUT SESSIONSStrengthening the State and Local Infrastructure• Tracy Nilles, Director, National Corporate

Leadership, UWA• Rebecca Sipes. Vice President of

Community Initiatives, UW of theQuad Cities Area

• Martha Davis, Sr. Vice President, ResearchAssociates

• Dan Williams, Director, Georgia DivisionResearch Associates

• Laura Cunningham, Director, Children andYouth Initiatives, Orange CountyUnited Way

• Paula Mathis, Chair, Success By 6®

Leadership Council Orange County UW• Maureen Tiffany, Vice President

Community Development, UW ofCentral Iowa

11:45 a.m. - 12:15 p.m. CLOSING SESSIONTaking Community Impact to Scale• Kate Mehr, Vice President of Community

Impact Lab, UWA

what matters.TM

United WayRed


81

Color palette It is important that the United Way logomaintains a consistent appearance in all visualcommunications across various media types andmaterials.

Using colors consistently in all communicationswill strengthen United Way Success By 6® brandrecognition and create impact.

Note: The colors shown on this page and throughoutthis manual have not been evaluated byPANTONE, Inc. for accuracy and may not matchthe PANTONE Color Standards. Consult currentPANTONE publications for accurate color.PANTONE® is the property of Pantone, Inc.

Pantone 287

C:100 M:74 Y:0 K:0

R:16 G:22 B:127

United WayBlue

Pantone 179

C:0 M:85 Y:89 K:0

R:254 G:35 B:10

Pantone 143

C:0 M:34 Y:86 K:0

R:255 G:150 B:0

Black

C:0 M:0 Y:0 K:100

R:0 G:0 B:0

Black

White

C:0 M:0 Y:0 K:0

R:255 G:255 B:255

WhiteUnited WayGold

The color palette is comprised of blue, red, gold,black and white. Below each swatch is thecorresponding color formula for CMYK and RGB.

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