Style Guide Kids Against Hunger logo

Unified and consistent communications enhance the image of a company or an organization, showing that it is focused and

committed to a clear mission. The purpose of this Style Guide is to present graphic standards so that Kids Against Hunger

will communicate, consistently, its mission and objectives. We do this to help our satellites and staff create and produce the

most positive and compelling messages. Ultimately, the benefit is an enhanced image which encourages greater interest

and support for the Kids Against Hunger organization.

The information shown below may change from time to time if it becomes necessary. We will update you should that be

the case.

The logo for Kids Against Hunger is a key element of our identity. It is a visual representation of our mission and objectives.

Therefore, we want to use it effectively and handle it with care.

Our logo should be displayed prominently and consistently on every single piece of communications we produce. When

new communications are created without pre-printed pieces, the following guidelines are important to consider for proper

use of the logo:

Logo Versions

Whenever the logo is used, it should follow one of two versions:

Horizontal version:

Stacked version:

To request electronic copies of the Kids Against Hunger logos, please e-mail info@kidsagainsthunger.org. The logos are

also included on the CD that accompanies the Satellite Operating Procedures Manual and can be found on the Kids

Against Hunger satellite-only web site (www.kidsagainsthunger.org/satellites).

last updated 10/28/11

www.kidsagainsthunger.org

Color Guidelines

The official colors of the Kids Against Hunger logo are shown below. In our efforts to create consistency throughout our

communications, logo color is a critical element to maintain the unity of our look and image. In single-color applications,

only blue or black on white or white on black may be used.

If you need to have any printing done that includes the Kids Against Hunger logo, your printing professional will appreciate

having the list below as a guideline to be able to match the colors to the exact ones used on the logo.

PMS chart Red = PMS 186; Blue= Reflex Blue; Green = PMS 355

RGB chart Red = Red-227; Blue-24; Green-55

Blue = Red-0; Blue-169; Green-79

Green = Red-0; Blue-84; Green-164

CMYK chart Red= C-0% M-100 Y-81 K-4

Blue= C-100% M-73 Y-0 K-2

Green= C-94% M-0 Y-100 K-0

PANTONE chart Red = 485C

Blue = 2945 C

Green = 355 C

For the tag line underneath the logo, use black.

Fonts used: "Kids Against Hunger" = Kristen ITC (Regular)

Tag line = Adobe Caslon Pro (Regular)

The look of these colors may vary depending on your printer and type of ink, so please use the color charts above

for reference.

Trademark Usage & FAQs

The name “Kids Against Hunger” is no longer just a name we use. It is a trademark registered with the United States

Patent and Trademark Office and owned by Kids Against Hunger, Inc. (located at 5401 Boone Avenue North in New

Hope, MN 55428).

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Kids Against Hunger, Inc. has been granted the exclusive rights to the following trademarks:

1. Kids Against Hunger Registration no. 3895947

2. Kids Against Hunger - A program of Feeding Children International Registration no. 3451585

3. Kids Against Hunger International Outreach Registration no. 3259656

What does that mean? It means that no one else in the United States can use the name “Kids Against Hunger”

without permission from Kids Against Hunger, Inc. Whether you are an affiliate, a donor, or someone who just likes

the name, if you want to use it, you can do so only with permission from Kids Against Hunger, Inc. The registered mark

is now Kids Against Hunger's tangible property.

The trademark registration strengthens Kids Against Hunger’s ability to protect the uniqueness of its name and the

goodwill attached to it. Kids Against Hunger can prevent other groups from impersonating Kids Against Hunger or

borrowing credibility by implying a connection to the name.

An important aspect of this protection is the diligence with which Kids Against Hunger polices the use of its mark.

Unauthorized use of the mark weakens Kids Against Hunger’s registration. It is extremely important that Kids Against

Hunger take action to prevent such unauthorized use, and we welcome a call or e-mail from anyone who suspects that

the mark is being used without Kids Against Hunger's permission.

How does this concern you?

By signing the Kids Against Hunger satellite licensing agreement and becoming established as an official Kids Against

Hunger satellite by Kids Against Hunger, Inc., you have become entitled to the use of the “Kids Against Hunger” name,

branding, and logos.

Any person or group seeking to use Kids Against Hunger artwork not specifically related to an event that you are doing

as an authorized satellite (and to benefit Kids Against Hunger) needs to seek written approval from Headquarters prior

to the event.

Electronic versions of the Kids Against Hunger logo (both versions) - can be found on the CD that accompanies the

Satellite Operating Procedures Manual, on Kids Against Hunger's satellite-only web site, and are available on request.

Usage Guidelines

How should the Kids Against Hunger logo be used? Examples of approved use:

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We prefer the use of the "Kids Against Hunger" logo font (Kristen ITC) in nothing BUT the logo itself. Using that font for

other parts of your branded materials etc. "dilutes" the look of and distracts from the logo. However, the font is a

standard Microsoft font, so the uses shown below ARE acceptable.

Examples of undesirable use:

We acknowledge that, until now, we have not provided much guidance on the appropriate use of the Kids Against

Hunger logo and trademark and it is NOT our intention to "single out" anyone for "inappropriate logo use" (which is

why the satellite names below have been concealed). The following list has been created in an effort to help, not to

criticize.

Why? A standard Microsoft font was used to retype the "Kids

Against Hunger" name. This is not consistent with the logo

provided by Headquarters.

Why? Although this logo includes the "Kids Against Hunger" name, it looks nothing like the

approved Kids Against Hunger logo and is likely to create confusion. It also does not include

the ® symbol.

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Why? The ® symbol is missing - leading

visitors to the web site to believe that "Kids

Against Hunger" is not a registered

trademark and that anybody can use it.

Why? This logo uses a different font for the "Kids Against Hunger" name and a tag line that does not match the tag line

on the approved logos ("feeding families around the world… and around the corner").

Why? Correct use of the logo for the "Kids Against Hunger" name, but

the tag line does not match that on the current logos which may be

confusing to supporters.

Why? Although this image is based on our original trademark, it has

been skewed and is blurry and should not be used.

Why? The Kids Against Hunger comes in two variations:

1. horizontal:

2. stacked: Breaking up the logo any other way is not

acceptable.

Why? This is an adorable logo, but is inconsistent with the logos provided by

Headquarters and it is visually not apparent that this organization is affiliated with Kids

Against Hunger, Inc.

Examples of obsolete/outdated use:

Since Kids Against Hunger's inception in 1999, and during the process of developing the brand/organizational identity,

we have used several different logos. Some of them may still be "floating around" on the Internet. They are obsolete

and should no longer be used. They are as follows:

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What you should and should not do:

::::DODODODO • use the logo as provided by Headquarters

• enlarge/resize the logo for larger marketing materials

• use a one-color version of the logo (black or blue on white or white on black only)

• tag on your satellite's city to show your full licensed name ("Kids Against Hunger - city")

• use the logo either with or without the tag line ("feeding families around the world… and around the

corner"); the preferred version includes the tag line

• follow one of the two logo versions (horizontal or stacked)

• report any suspected trademark infringement to Kids Against Hunger, Inc.

::::DO NOTDO NOTDO NOTDO NOT

• crop out parts of the logo

• create a different logo with the "Kids Against Hunger" name in it

• change the proportions of the logo

• change the font or color of any part of the logo

• use a different font for the logo

• allow others to use the logo (permission must be obtained from Kids Against Hunger, Inc.)

• use the Kids Against Hunger trademark in a manner likely to cause confusion as to the source of goods or

services or which may indicate sponsorship, affiliation or an endorsement

• use the Kids Against Hunger trademark to identify products or services that do not belong to Kids Against

Hunger

• use Kids Against Hunger logos, logotypes or design marks without prior written consent from Kids Against

Hunger, Inc. (your signed and approved satellite license agreement constitutes consent)

Proper Usage of Trademarks

The "Kids Against Hunger" trademark must be properly attributed. Trademark ownership is attributed with the use of

a trademark symbol (®) after the trademark (either subscripted or superscripted).

The appropriate trademark symbol must be used when making reference to any Kids Against Hunger trademarks.

® indicates a trademark registered in the United States, which is either a trademark or a registered trademark in

all other countries where it is used (this symbol is used with the "Kids Against Hunger" name/logo).

TM indicates a trademark that is presently unregistered (this symbol is used with our tag line of "feeding families

around the world… and around the corner" to mark its "common law" use)

Wherever possible, the symbol should be placed directly after the trademark and in a size smaller than the mark itself.

If you are unable to use the symbols due to the software you are using, you should use parenthetical versions as

follows: (R) or (tm)

The trademark symbol does NOT need to be included in every use of the trademark.

The trademark symbol must always be used:

• Upon the first use of the trademark in the text of each document or in any other materials referencing a Kids

Against Hunger trademark.

• On all prominent uses of the trademark (e.g. title pages, headings, etc.) - unless space and style criteria

prevent such markings.

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Example of correct use:

Kids Against Hunger® packages highly nutritious, life-saving meals for starving children and malnourished

children and their families in developing countries and the United States. The goal of the organization is for its meals to provide a stable nutritional base from which recipient families can move their families from starvation to self-sufficiency. Kids Against Hunger accomplishes this by mobilizing the energy and caring of American children, teens, and adults on behalf of hungry children around the world. Kids Against Hunger seeks to end the literal hunger of children receiving the meals, but also satisfies a hunger among prosperous Americans - a hunger for meaning and contribution.

Example of unnecessary "overuse":

Kids Against Hunger® packages highly nutritious, life-saving meals for starving children and malnourished

children and their families in developing countries and the United States. The goal of the organization is for its meals to provide a stable nutritional base from which recipient families can move their families from

starvation to self-sufficiency. Kids Against Hunger® accomplishes this by mobilizing the energy and caring of

American children, teens, and adults on behalf of hungry children around the world. Kids Against Hunger®

seeks to end the literal hunger of children receiving the meals, but also satisfies a hunger among prosperous Americans - a hunger for meaning and contribution.

More Info Regarding the Use of Registered Trademarks

The ® symbol cannot simply be added to a word/phrase/artwork you wish to own. To be able to own a registered

trademark, you need to go through an application process with the U.S. Patent and Trademark Office and get the

trademark approved. It is illegal to use a word or phrase with the ® symbol unless you own the trademark (or have

approval from the person/organization who owns it).

For more information, please visit the U.S. Patent and Trademark Office’s web site at

http://www.uspto.gov/web/offices/tac/tmfaq.htm and read through the Frequently Asked Questions about

trademarks. Here are some examples:

What is a trademark? A trademark is a word, phrase, symbol or design, or a combination thereof, that identifies and

distinguishes the source of the goods of one party from those of others.

What is a service mark? A service mark is a word, phrase, symbol or design, or a combination thereof, that identifies

and distinguishes the source of a service rather than goods. The term “trademark” is often used to refer to both

trademarks and service marks (Kids Against Hunger's marks are service marks).

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What are the benefits of federal trademark registration?

Owning a federal trademark registration on the Principal Register provides several advantages, including:

• Public notice of your claim of ownership of the mark;

• A legal presumption of your ownership of the mark and your exclusive right to use the mark nationwide on or

in connection with the goods/services listed in the registration;

• The ability to bring an action concerning the mark in federal court;

• The use of the U.S. registration as a basis to obtain registration in foreign countries;

• The ability to record the U.S. registration with the U.S. Customs and Border Protection (CBP) Service to

prevent importation of infringing foreign goods;

• The right to use the federal registration symbol ® and

• Listing in the United States Patent and Trademark Office’s online databases.

(Source: http://www.uspto.gov/faq/trademarks.jsp)

When is it proper to use the federal registration symbol (the letter R enclosed within a circle -- ® --) with the mark?

The federal registration symbol may be used once the mark is actually registered in the U.S. Patent and Trademark

Office. Even though an application is pending, the registration symbol may not be used before the mark has actually

become registered. The federal registration symbol should only be used on goods or services that are the subject of

the federal trademark registration. (Source: http://www.uspto.gov/web/offices/tac/tmfaq.htm)

What is the difference between a trademark and a registered trademark?

“Essentially, the difference between a registered trademark, designated by the symbol ®, and a trademark, designated

by ™, is the word "registered." A registered trademark has been officially registered with the United States Patent and

Trademark Office (USPTO) or its foreign equivalent. A trademark (™) may be in the process of becoming registered

with the USPTO, or it may never be officially registered at all. There is no current law requiring a company or inventor

to obtain a registered trademark for their product lines, but replacing a ™ with a ® registered trademark does offer

more legal protection.

(Source http://www.wisegeek.com/what-is-the-difference-between-a-registered-trademark-and-a-trademark.htm)

We cannot emphasize enough how important it is for the Kids Against Hunger logos to not be modified or

used without the consent of the Kids Against Hunger Headquarters office. To ensure a consistent brand

image - and to avoid weakening the trademark - Kids Against Hunger cannot allow its satellites, feeding

partners, volunteers, or other affiliates/supporters to change the artwork. Satellites are authorized to

use the Kids Against Hunger logo only as provided by Headquarters. If you have questions, please contact

Kids Against Hunger, Inc. at the address below.

KIDS AGAINST HUNGER, INC. 5401 Boone Avenue North, New Hope, MN 55428 Ph: (763) 257-0202 · info@kidsagainsthunger.org