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Brand Identity Standards
Brand Identity Standards
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The ORT AmericaLogo
QualitiesThe position, size, color, spatial and proportional relationships of these elements are predetermined and may not be altered.
The logo exists as an EPS, JPG, and PDF file.It is available in black, reversed out,two-color and four-color versions.
Logos may be requested from the brand team or accessed at www.ORTamerica.org/resources.
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The ORT AmericaLogo
These measurements have been approved and should not be modified.
SizeTo communicate effectively in print, the ORT Americalogo should not be reproduced less than .5" in height.
Clear spaceThe “x” boxes represent the minimum clear space aroundthe ORT America logo.
PlacementThe logo should be used only once on a single plane.
.5''
x = The height and widthof the “R” in ORT.
x
x
x xx
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Logo Color
Print specificationsOur color palette is gentle, indicating a friendlyspirit and reflection to our Jewish heritage.
PMS 3005. To ensure color consistency across all our communications, please refer to the Pantone Color Matching System.
When printing in four-color process, please use the CMYK formula provided by the PantoneColor Matching System to target the specific PMS color.
PMS Cyan
100c
WEB 00AEEF WEB 0081C6
PMS 3005
100c36m0y0k
PMS 3005
PMS Cyan
PMS 3005
The approved colors are PMS Cyan and
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Logo Do’s and Don’ts
Acceptable usageThe only options for use of the ORT America logo are shown here.
Unacceptable usageThe ORT America logo has been designed to achievevisual balance and maximize legibility. Transposing colors, converting any portion of the logo to outline, or using it as one-color PMS 3005 or PMS Cyan is not permitted.
The ORT America logo in two-color or four-color.
When reversed out of a field of color, use an edge-to-edge banner. The ORT America logoshould not be “boxed.”
The ORT America logo in black.
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Logo Do’s and Don’ts
Acceptable backgroundsThe ORT America logo is most effective when printed on accent opaque.
Acceptable backgrounds for the ORT America logo with theme lines are shown here.
When reversed out of a field of color, use an edge-to-edge banner. The ORT America logo should not be “boxed.”
Unacceptable backgroundsThe ORT America logo may not be printed on or reversed out of a photograph.
PANTONE 3005 background.
PANTONE Cyan background.Solid black background.
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Logo Do’s and Don’ts
Unacceptable usageThe ORT America logo is a graphic representation of our organization and should not be used as part of a sentence or headline.
Accomplishments
Welcome to
would like to thank you for yourlatest contibution.
With your donations, schools
have
successfully educated and trained millions of peo-
ple around the world.
ORT Tagline “Bug”
QualitiesThe position, size, color, spatial and proportional relationships of this element are predetermined and may not be altered.
The tagline exists as an EPS, JPG, and PDF file.It is available in black, reversed out,one-color and four-color versions.
The ORT Tagline “Bug” has been designed for consistency and impact. The tagline is used to promote ORT’s success.
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ORT Works!
ORT Works!
ORT Works!
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ORT Tagline Bug Do’s and Don’ts
Acceptable usageThe ORT America Tagline is a graphic representationof the organization and should not be used as part of a sentence or headline. The Tagline can be used as text only.
The Letters “ORT” should be usedin all capitals letters. The “W” in “Works” should be used in a capital letters. The “orks” should be in lower case.Do not use the explanation point.
proud to share that ORT Works and will
proud to share that ORT Works! and will
In 63 countries. thank you for yourlatest contibution.
With your donations, ORT Works!
ORT Works!
Unacceptable usageThe ORT America logo is a graphic representation of the organization and should not be used as part of a sentence or headline.
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Logo and Tagline Do’s and Don’ts
Acceptable usageThe Tagline “ORT Works!” can be used in conjunction with the ORT America logo. Please see the example to the right. Always use the Tagline at a safe distance from the logo avoiding both being read together as “ORT” “ORT”. The Tagline is used on the same material but on a different plane.
Unacceptable usageThe Tagline should never be presented as a lock-up with the logo.
75 Maiden Lane, 10th FloorNew York, New York 10038212/505.7700Direct: 212/547.9100
JOHN SMITHAdministrative [email protected]
ORT Works!
ORTAMERICA.ORGtwitter.com/ortamerica
facebook.com/ortamerica
Approved example of usage on Business Cards
ORT Works!
ORT Works!
Example of Clear spacex = Double the height and width
of the “R” in ORT.
x
x
x
x
xx x xx
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Logo and Tagline Do’s and Don’ts
Acceptable usageThe Tagline “ORT Works!” can be used in conjunction with the ORT America logo. Please see the example to the right. The tagline is used on the same material but on a different plane.
Unacceptable usageThe Tagline should never be presented as a lock-up with the logo.
ORT Works!
April 3 | Atlanta
MEETINGannual 2011
students
students
studentsstudents
students
April 3 | Atlanta
MEETINGannual 2011
students
students
studentsstudents
students
ORT Works!
75 Maiden Lane, 10th FloorNew York, New York 10038212.505.7700800.519.2678Fax: 212.674.3057
ORTAMERICA.ORGtwitter.com/ortamericafacebook.com/[email protected]
Come enjoy Southern hospitality while you learn how ORT is revolutionizing education in Israel, expanding in Latin America and achieving unprecedented job placement rates in the USA thanks to donors like you.
Visit www.ortamerica.org/annualmeeting or call 1.800.519.2678, ext. 359 for further information
save the date
Sunday, April 3, 2011
the w hotel midtownatlanta, georgia
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Color Palette
Official Accent ColorsAs part of the ORT America brand, a color paletteis provided. These palette colors may be used to broaden the range of the logo colors in all ORT America creative materials.
The palette colors do not replace the logo colors.
The following colors are the ONLY colors allowedto be used with the ORT America logo.
The official palette colors of ORT America arePMS 290, PMS 382, PMS Warm Gray 1, PMS Cool Gray 10, and PMS 187.
The palette colors may not be altered in any form(lightened, darkened, or shaded.) Also, the palette colors may not replace the logo or tagline colors.
PMS 290 PMS 382 PMS Warm Gray 1 PMS Cool Gray 10 PMS 187
C 25M 2 Y 0K 0
C 29M 0 Y 100K 0
C 0M 2 Y 3K 6
C 0M 2 Y 0K 60
C 0M 100Y 79K 20
PMS 3248 PMS 7417 PMS 610 PMS 2607
C 43M 0 Y 24K 0
C 0M 75Y 75K 0
C 0M 0Y 58K 6
C 81M 100Y 0K 7
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Typography
Frutiger is the official typeface.In order to maintain a consistent look and feel acrossall communications, please use only these weights.
Typography for the WebThe typeface is Frutiger for fonts contained in artwork. For HTML type, Verdanashould be used.
Typography for word processing programsThe preferred typeface is Frutiger for fonts contained in artwork. In cases where the primary typeface ia not available, Verdana should be
Frutiger Light
abcdefghijklmnopqrstuvwxyzFrutiger Light Italic
abcdefghijklmnopqrstuvwxyzFrutiger Roman
abcdefghijklmnopqrstuvwxyzFrutiger Bold
abcdefghijklmnopqrstuvwxyzFrutiger Bold Italic
abcdefghijklmnopqrstuvwxyzFrutiger Black
abcdefghijklmnopqrstuvwxyzFrutiger Condensed
abcdefghijklmnopqrstuvwxyz
substituted. The use of this alternative typeface should be limited to body copy, and general business documents. This alternative typeface does not take place of the primary typeface.
Typed Letter
TypefaceAll letters should be typed with the follwing typeface, type size and leading.
Palatino RegularSize: 11 points with 13 points Leading
MarginsLeft: 1 inchRight: 1 inchTop: 1 1/4 inchBottom: 1 3/4 inch
StationeryThe ORT America stationery is printed and supplied to all offices. Do not create stationery in Microsoft Word. Only print letters on pre-printed and supplied stationery.
ORT Works!
75 Maiden Lane, 10th FloorNew York, New York 10038212/505.7700800/519.2678Fax: 212/674.3057
ORTAMERICA.ORG twitter.com/ortamericafacebook.com/[email protected]
Contact: Bonnie Hirsch212.547.9147 / [email protected]
For Immediate Release ORT Program Successfully UsesTherapeutic Technology to Treat Ailing Children
NEW YORK, NY — August 2, 2010 — World ORT’s Kadima Mada/Kav Or program in Israel are providing digital cameras and computers to chronically ill children to help express their feelings and assist the mental healing process as well as their physical healing process.
“By funding education and technology programs to develop a communications bridge for these vulnerable children, we are now able to give an opportunity for these young patients to express themselves through art.” noted Alan E. Klugman, Executive Director of ORT America.
The children, some as young as five, are being treated for a variety of illnesses including autism and young patients recovering from rocket attacks from Gaza. Children going through long periods of hospitalization at Barzilai Hospital’s Mental Health Center in Ashkelon, Israel are given the opportunity to take photos with the camera to express their moods which opens up conversations of the experiences they are going through and the emotion they are experiencing.
“Most of the children have communications problems; they have difficulty in learning, staying focused and concentrating,” said Head computer teacher Naor Epstein. “But the cameras open a way for them to actually show what they think of the world and what they feel in a way that they couldn’t before. They open up and start to show an interest and to talk about things that they never talked about before. This is something I’m very happy to see and I’m very grateful. We can all see the progress that the children are making thanks to the new equipment.”
Kadima Mada-Kav Or’s services at Barzilai Hospital are just one part of the educational program provided in the pediatric departments of all 27 of Israel’s public hospitals provided by ORT, thanks to the financial backing of ORT America donors. The program uses technology like laptop computers and robotic kits allowing hospitalized children to continue their studies and not fall behind their peers.
“Nothing is as wonderful as to be able to provide some normalcy for a child who is ill. To see their faces light up and to be excited about their education during such personal difficulties is joyous – the Kadima Mada-Kav Or program is amazing!” stated Mr. Klugman.
Captions: Technology can open new vistas of communication for children who battle to express their feelings.
Left Margin: 1 inch
Top Margin: 1 1/4 inch
Top Margin: 1 3/4 inch
Right Margin: 1 inch
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Second Sheet
TypefaceAll letters should be typed with the follwing typeface, type size and leading.
Palatino RegularSize: 11 points with 13 points Leading
MarginsLeft: 1 inchRight: 1 inchTop: 1 inchBottom: 1 3/4 inch
Second Sheet StationeryThe ORT America second sheet stationery is printed and supplied to all offices. Do not create second sheet stationery in Microsoft Word. Only print letters on pre-printed and supplied second sheet stationery.
ORT Works!
World ORT’s Kadima Mada/Kav Or program in Israel are providing digital cameras and computers to chronically ill children to help express their feelings and assist the mental healing process as well as their physical healing process.
“By funding education and technology programs to develop a communications bridge for these vulnerable children, we are now able to give an opportunity for these young patients to express themselves through art.” noted Alan E. Klugman, Executive Director of ORT America.
The children, some as young as five, are being treated for a variety of illnesses including autism and young patients recovering from rocket attacks from Gaza. Children going through long periods of hospitalization at Barzilai Hospital’s Mental Health Center in Ashkelon, Israel are given the opportunity to take photos with the camera to express their moods which opens up conversations of the experiences they are going through and the emotion they are experiencing.
“Most of the children have communications problems; they have difficulty in learning, staying focused and concentrating,” said Head computer teacher Naor Epstein. “But the cameras open a way for them to actually show what they think of the world and what they feel in a way that they couldn’t before. They open up and start to show an interest and to talk about things that they never talked about before. This is something I’m very happy to see and I’m very grateful. We can all see the progress that the children are making thanks to the new equipment.”
Kadima Mada-Kav Or’s services at Barzilai Hospital are just one part of the educational program provided in the pediatric departments of all 27 of Israel’s public hospitals provided by ORT, thanks to the financial backing of ORT America donors. The program uses technology like laptop computers and robotic kits allowing hospitalized children to continue their studies and not fall behind their peers.
“Nothing is as wonderful as to be able to provide some normalcy for a child who is ill. To see their faces light up and to be excited about their education during such personal difficulties is joyous – the Kadima Mada-Kav Or program is amazing!” stated Mr. Klugman.
Most of the children have communications problems; they have difficulty in learning, staying focused and concentrating,” said Head computer teacher Naor Epstein. “But the cameras open a way for them to actually show what they think of the world and what they feel in a way that they couldn’t before. They open up and start to show an interest and to talk about things that they never talked about before. This is something I’m very happy to see and I’m very grateful. We can all see the progress that the children are making thanks to the new equipment.”
Kadima Mada-Kav Or’s services at Barzilai Hospital are just one part of the educational program provided in the pediatric departments of all 27 of Israel’s public hospitals provided by ORT, thanks to the financial backing of ORT America donors. The program uses technology like laptop computers and robotic kits allowing hospitalized children to continue their studies and not fall behind their peers.
“Most of the children have communications problems; they have difficulty in learning, staying focused and concentrating,” said Head computer teacher Naor Epstein. “But the cameras open a way for them to actually show what they think of the world and what they feel in a way that they couldn’t before. They open up and start to show an interest and to talk about things that they
Left Margin: 1 inch
Top Margin: 1 inch
Top Margin: 1 3/4 inch
Right Margin: 1 inch
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Electronic Mail SignaturesConsistency All professional staff must follow the below format. AllType is 10pt Black Verdana except for the sentence“ORT America’s Communication…” which is 8pt whitebackground, darker 50% Verdana.
John K. SmithNational Director, Marketing and CommunicationsORT America, National Headquarters75 Maiden Lane, Floor 10, New York, NY 10003Tel: 212/547.9166 | Fax: 212/674.305
Learn how ORT Works!
ORTamerica.org | facebook.com/ORTamerica | twitter.com/ORTamerica
ORT America’s communications, including this one, are intended for recipients in the United States. Please disregard this communication if you have inadvertently received it out of the United States.
Jane K. SmithDirector, Midwest RegionORT America, The Claire and Bob Mazer Family Metropolitan Chicago Region Office3701 Commerical Avenue, Suite 13, Northbrook, IL 60062Tel: 847/291.0475 | Fax: 847/291.7538
Learn how ORT Works!
ORTamerica.org | facebook.com/ORTamerica | twitter.com/ORTamerica
ORT America’s communications, including this one, are intended for recipients in the United States. Please disregard this communication if you have inadvertently received it out of the United States.
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Website GuidelinesThe Website Guidelines provide a reference point and area for developers to use when building ORT America Regional websites.
Colors
Primary Colors:
WEB 00AEEF
WEB 0081C6
Secondary Colors:
WEB B9E0F7
WEB C1D82F
WEB EFE9E5
WEB 807F83
WEB C41230
TypographyThe typeface is Frutiger for fonts contained in artwork. For
HTML type, Verdana should be used.
WEB 85D2CA
WEB F26649
WEB F5E781
WEB 552988
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Website Guidelines Header or WrapperA sample header is available for your reference. The developer is required to match this sample visually.
The required header only includes the navigation and anything above. All other material below is subjective.
The following three links must be in the wrapper. • eNewsletter • Contact Us • Donate • Twitter / Facebook / Youtube
Main Homepage NavigationUse the following for Main Navigation; • Home • About Us • ORT Programs • Media Center • Events • Support ORT • Contact US
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PhotographyWe are in the process of building a comprehensive library of images for use in all communication materials. Imagery is a critical tool that can help us tell the ORT story to the public, as well as reinforce our status as the world’s largest Jewish education organization, committed to changing a life, changing a people and changing the world.
Use photography to Communicate Our Brand Positioning
A powerful and credible style of images will define our visual identity and help set ORT America apart from other Jewish charitable education organizations. The quality of the photographs we use is key to strengthening our visual integrity and will make it possible for us to powerfully reach out to the general public and donors for support.
When selecting photography, it is important to choose images that communicate the attributes of our brand and that reflect the diversity that exists throughout the organization and in ORT America’s regions.
Basic Rules:
• Photos MUST be in high resolution (For Print Purposes Only), 300 DPI (Dots per Inch).
• Stock photography is permissible.
• Live images may never be used without permission of photographer.
• Images must NEVER be cropped, altered, or changed in any way, unless permission is granted by the copyright holder.
• No more than five people should be in a photo to allow the image room to breathe.
• Avoid using photos that are too busy or are dark and gloomy.
• Keep the background simple to help the subject(s) of the image to standout.
• Credit photographer at end of the document, when required.
• Tone and feel of the imagery should reflect ORT America’s color palette to make it more distinctive and own-able.
Challenging Stereotypes
• Always use images that challenge stereotypical views of particular groups of people.
• Images we use should reflect the values we hold and respect people’s dignity.
• People-imagery must be natural, aspirational, inspirational and engaging, reinforcing the ORT America brand tagline “Educate and Elevate… ORT Works!
• Photographs should show people enjoying or interacting with one another; however make sure to avoid clichéd or staged images.
• Images should demonstrate how supporters make the most of our events, displaying how ORT’s mission inspires them.
• Up-to-date, modern images will represent our brand’s contemporary style. When multiple images are used together, they should be in either color or black and white for consistency, and never a combination of the two.
Our Photography Checklist
When choosing an image always check it against our photography style checklist:
• Natural (not staged)• Representing real life and/or real people• Help reinforce the tagline “ORT Works!”• Relevant to our education mission• Simple and clear• Engaging• Inspirational• Contemporary• Genuine & Honest• Reflecting our color palette
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T
Manifesto
one and MannerThe message and tone of ORT’s print communicationsreflect the importance of its steadfast goal: to improvethe world by providing quality educational opportunities.
Language used should acknowledge the impact of theorganization and its donors by being:
• Concise yet passionate
• Respectful of past achievements and optimisticabout future ones
• Appreciative of the reader’s interest and contributions
• Welcoming and factual
• Intelligent
If you knew the money you gave an organization had actually changed a life, changed a people and changed the world….how good would you feel about giving?
But how can you feel that certainty in a society where lifetimes stand between research and results; where so often clouds of suspicion create shadows of doubt?
One organization has bridged the gap between good intentions and great results.
Our name is ORT.
ORT is the largest Jewish education non-governmental organization in the world. Our track record of success is over 130 years strong.
ORT began its worked in 1880 Czarist Russia to help lift Jews out of crushing povert by distributing funds to Jewish schools for handicraft and agricultural training.
ORT is the acronym for the organization’s original Russia name Obshestvo Remeslennogo Zemledelcheskogo Truda (The Society for Trades and Agricultural Labor).
ORT worked in World War II Europe when we defied the Nazi movement and educated Jews in the Warsaw Ghetto.
ORT worked in 1947 in the new State of Israel and by 2012 will reach 240,000 students in 188 schools in more than 80 municipalities.
ORT worked in the 1990’s establishing emergency programs in the former Soviet Union that gave the Jewish people in the CIS and Baltic States the courage to succeed and the freedom to learn their identity.
Today, ORT has expanded from an organization that served Jews to a Jewish organization that serves Jews and children of all races and creeds.
ORT educates 300,000 students in 55 countries every year.
In Africa, in South America, in Europe, in Asia and in The United States, ORT continues to work…leading the way in computer technology, robotics, nanotechnology, bioengineering and biochemistry.
75% of US ORT graduates enter the workforce, even in this economy. Our students may start with an obstacle but they graduate with an edge.
History has warned us.The Jewish people must remain a powerful part of society or they may not remain the Jewish people.ORT makes us stronger as a group and vital to the world.When you suppORT ORT you have changed the fate of one and, depending on their achievement, the destiny of millions.
Educate and elevate.ORT WORKS!
Brand Team
Traci [email protected]: 212/547.9166
Brandon [email protected]: 212/547.9137
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