National Multiple SclerosisSocietyWalk MS / Bike MSBrand & Marketing Guidelines 9.6 2007

introduction

These guidelines will help the National MS Society promote Walk MS and Bike MS events while supporting the Society’s “join the movement” strategy. This document is for use as a companion to the Society brand and marketing guidelines and will ensure consistency across all Society materials. Please contact Creative Services with any questions: mark.serratoni @nationalmssociety.org or 303.813.6638

3 introduction

bike:move yourself

new universalname

improved event awarenessimproved MS understandingimproved post-event interest

walk:move together

new universalname

improved event awarenessimproved MS understandingimproved post-event interest

National MS Society: Join the Movement

moving against MS

shared languageand visual design

Research with event participants has clarified positioning for our walk and bike events. While both encompass a sense of achievement and community, each event has a unique

primary positioning. Walk MS is about doing something together. Bike MS is about conquering a personal challenge.

5 positioning

moving ourselves

Walking and biking make their own kinds of marks on the landscape. Each person’s way of moving is unique, as are each person’s visual gestures.

7 introduction moving ourselves

moving together

When we walk or bike together, our individual movements add up to something more powerful: a bold, unified gesture (or mark) that is made up of many diverse parts.

9 introduction moving together

the logos

These new event logos achieve specific goals for the Society:· they clearly identify the Walk MS and Bike MS events· they celebrate movement and personal challenge· they engage people directly and powerfully· they connect the event directly to the Society core identity and logoThese logos use the same MS letters from the Society logo with “walk” or “bike” added, as well as new event-specific visual gestures.

11 introduction the logos

using gestures

13 using gestures

size usage

Each logo has three different gestures to be used in different ways.· The large version (1) should be used whenever the logo appears very large (over 6 inches tall, including large outdoor usage).· The medium version (2) is for most print applications.· The small version (3) is for use when the logo is reproduced in low resolution (embroidery, silkscreening on some surfaces, etc.) but should never be smaller than 1 inch in width.

15 using gestures size usage

1 (large usage)

2 (normal usage)

3 (small usage)

1 (large usage)

2 (normal usage)

3 (small usage)

alternate usage

These three alternate gestures are for use when variety is needed to distinguish similar events in the same market such as multiple bike rides or multiple walks. The alternate marks may also be used when something more whimsical is called for (on a t-shirt, etc.).

17 using gestures alternate usage

1 (alternate usage)

2 (alternate usage)

3 (alternate usage)

1 (alternate usage)

2 (alternate usage)

3 (alternate usage)

using language

19 using language

rides, not tours

Moving forward, the Society will use the word “ride” to describe Bike MS events. The word “ride” is an active, strong and definitive word. “Ride” has a simple, instructional energy that is straightforward and confident, similar to the word “join.” It has a sort of clarity and direction that the word “tour” does not have.

21 using language rides, not tours

ride

tour

(yes)

(no)

active language

Biking and Walking is how we make our mark against MS. Our language choices further support those actions. Bike MS and Walk MS is intentional in word choice.Good language is provocative and is a key reason new riders will take notice of our new language.

Bike MSWalk MS

MS BikeMS Walk

(yes)

(no)

overarching information line

This overarching information line is to be used to describe any Walk MS or Bike MS event. It should be included on the front of any brochures or printed matter, and included whenever possible in ads and online communications. The underlined words indicate details to be customized to make the line specific to your event.

23 using language overarching information line

Join the National MS Society

for a three-mile walk in Denver and help

create a world free of MS.

Join the National MS Society

for a two-day, 150-mile ride

from San Antonio to Corpus Christi

and help create a world

free of MS.

Join the National MS Society

for a two-day, 30-mile walk

from Annapolis to Baltimore

and help create a world

free of MS.

events andthe Society

This overarching language should be used to explain the connection between Walk MS and Bike MS events and the National MS Society.

25 using language overarching language

Multiple sclerosis stops people from moving. We exist to make sure it doesn’t.

The National MS Society believes that moving is not just something you can or can’t do, but rather is who you are. This is why we sponsor events like Walk MS and Bike MS—to raise funds for research, as well as comprehensive programs and services for people with MS — moving closer to a world free of MS.

When you join a Walk MS or Bike MS event, you become a part of the powerful movement that will end MS forever.

calls to action

These additional call to action lines should be used in any printed or online communications that encourages the reader to participate in Walk MS or Bike MS events. There are two different lines for each type of event.

27 using language additional call to action lines

Walk to create a world free of MS.

Bike to create a world free of MS.

Join the Movement. Get involved in a Walk MS event near you.

Join the Movement. Get involved in a Bike MS event near you.

the Society

When space permits, this language should be used to provide more detail about the National MS Society. The short paragraph may be used alone, but the bullet points should only be used in conjunction with that paragraph.

29 using language Society specifics

The National Multiple Sclerosis Society is a collective of passionate individuals, moving together to create a world free of MS.

The National MS Society is Moving: · Moving research forward by relentlessly pursuing prevention, treatment and a cure

· Moving to reach out and respond to individuals, families and communities living with MS

· Moving politicians and legislation to champion the needs of people with MS through activism, advocacy and influence

· Moving to mobilize the millions of people who want to do something about MS now

· Moving to raise 1.25 billion dollars by 2010 to help create a world free of MS

event names

By using consistent event descriptions and language about the Society, the names of events can have more room to express the diversity of the Society’s chapters—and have fun. These sample names show how names can be diverse, even when using a consistent formula: 1. Walk MS / Bike MS: 2. title sponsor (if grandfathered) 3. event name 4. Walk / Challenge Walk / Ride 5. presenting sponsor (if applicable)

31 using language event names

walk MS: Sprint Pacific South Coast Walk

walk MS: San Diego County Credit Union Walk

bike MS: Valero Bike to the Beach Ride

walk MS: Biogen Idec Cape Cod Walk

bike MS: PGA Tour St. Augustine to Daytona Beach Ride

using logos

33 using language

supporting typography

This simple typographic lockup identifies specific events within a framework similar to that used across the Society.

35 using logos supporting typography

supporting typography

When talking about Walk MS or Bike MS events in general, these taglines should be used in place of specific event names.

37 using logos supporting typography

multiple logos

When multiple events are featured together, we encourage the use of the overall taglines and the alternate gestures, to communicate a feeling of diversity in the events.

39 using logos multiple logos

multiple logos

When using a Walk MS or Bike MS logo with the regular Society logo on the same page, make sure that one logo is at least twice the size of the other. The smaller of the two should never be less than 1 inch in width.

When to use both on the same page:

· ads· web pages

When not to use both on the same page:

· brochures· postcards

41 using logos multiple logos

Logo PlacementWhen using both logos, they should not be located together, and should be seperated by at least 1/2 page or more. Please also avoid placing any logos in the upper right corner of print materials. See the Society brand guidelines page 34.

using color

43 using color

PMS 376

c55 m0 y100 k0

HEX

PMS 403

c0 m10 y15 k40

HEX 837668

PMS 3005

c86 m45 y0 k0

HEX 0076C2

PMS black

c0 m0 y0 k100

HEX 000000

white

c0 m0 y0 k0

HEX FFFFFF

The new Walk MS and Bike MS colors are meant to work in harmony with the overall Society color palette. However, these two new colors can only be used in bike and walk materials. Other Society materials should utilize the core society colors.

Colors should be used in their pure, solid form whenever possible. Using lighter tints of the colors dilutes the visual power of the identity system.

color palette

PMS 158

c0 m60 y100 k0

HEX F55E18

45 using color color palette

PMS 298

c70 m5 y0 k0

HEX

47 using color color palette

1 (primary usage)

4 (secondary usage) 4 (secondary usage)

2 (primary usage)

5 (secondary usage)

6 (secondary usage) 7 (secondary usage) 8 (secondary usage)

1 (primary usage) 2 (primary usage)

3 (secondary usage)

The MS letters should always be orange, except on colored backgrounds (3) or in black-and-white usage (7, 8). The Walk MS or Bike MS and supporting typography should always be in their official colors (1), except when knocking out of those colors or MS orange (2, 3,

4, 5, 6), in which case they should be white. The gestures should always print 100% black and surprint any background color.

DO

3 (secondary usage)

49 using color color palette

Here is a selection of color usage that is unacceptable. Avoid knocking the gestures out in white. Never print the gestures in any color other than black. Never use Bike MS blue for Walk MS events. Never use Walk MS green for Bike MS events.

Don’t

NotePlease avoid using Walk MS green on a Society orange background.

using sponsor names + logos

51 using language

title and presenting sponsors

Today, there are many events with title and/or presenting sponsors. In order to protect the integrity of our brand, the category of title sponsor is being phased out withfuture naming rights limited to presenting sponsor only. In order to respect existing relationships with title sponsors, any currentcontracts will be honored until the agreement expires. This grandfather clause also allows existing title sponsors the opportunity to extend title sponsorship rights as long as the contract is renewed uninterrupted. At the time an existing title sponsor opts out, this category is no longer available.

53 using sponsor names + logos grandfathered

Pacific South Coast Walk 2008

Ride 2008 presented by

55 using sponsor names + logos logo formulas

How to size presenting sponsor logos (for all events):

How to size title sponsor logos (for all events):

sample events

These four sample event logos show how a variety of different logos work within this system. In any case, all newly-created event logos must be approved by Creative Services before they are used in any printed or online communications. We are partners in creating consistency and brand equity. Please send the drafted artwork to mark.serratoni@nationalmssociety.org or mara.sakry@nationalmssociety.org for approval.

57 using sponsor names + logos sample events

Best Dam Bike Ride 2008

Bay to Bay Ride 2008

Pacific South Coast Walk 2008

photography guidelines

Pictures truly are worth a thousand words. As you customize your event materials, choose exceptional photography that helps tell the story. These guidelines will assist you in making the best choice possible when communicating through photography.

59 photography guidelines

photography guidelines for bike events

When selecting images of bike events, try to look for images that support the bike positioning of personal challenge and accomplishment as well as those that capture the unique experience of your ride. There are many things to look for in a photograph, sometimes it’s difficult to determine which image to use. Please contact the Creative Services team as a valuable resource in selecting specific images for use:assets@nationalmssociety.org or Brian Shea at303.813.656461 photography guidelines

Tier 1 considerations:• Does the image capture the unique experience of your ride? This could be reflected in ocean views, covered bridges, mountain climbs, or historic buildings. • Does the image convey personal challenge or accomplishment? (bike positioning)• Does the image speak to teams and friendships made? • Does the image convey genuine emotion and engagement?

Tier 2 considerations:• Does the image support the name of your ride? • Does the image capture the smells, the sounds, the sights of your ride? • Or, does it look like any other bike ride?

photography guidelines for walk events

63 photography guidelines

Tier 1 considerations:• Does the image convey the sense of community and taking action together? (walk positioning)• Does the image speak to teams and connections with others?• Does the image convey genuine emotion and engagement?

Tier 2 considerations:• Does the image capture any landmarks or visual clues about the experience of your walk – e.g., cityscapes or parkscapes• Does the image capture the size and scope of your walk – how big is the community participating?• Does it capture the diversity and energy of your walk?

When selecting images of walk events, try to look for images that support the walk positioning of community, friends, and family as well as those that capture the unique experience of your walk. There are many things to look for in a photograph, sometimes it’s difficult to determine which image to use. Please contact the Creative Services team as a valuable resource in selecting specific images for use:assets@nationalmssociety.org or Brian Shea at 303.813.6564.

Simple Do’s of any photograph

• Do look for images that support the brand and capture movement – physical or emotional• Do look for crisp, colorful images that are appropriate high resolution for printing• Do look for images that can tell a story – without a paragraph of explanation• Do look for images that show diversity – gender, age, physical capability, ethnicity, etc.• Do try to use images that show full expressions instead of those ‘hidden’ behind sunglasses

65 photography guidelines

Simple Dont’s of any photograph

• Don’t use images that aren’t supportive of the brand – those showing people with MS in a non-powerful way (e.g., camera angles that shoot ‘down’ at someone)• Don’t use images that display inappropriate drug or corporate logos• Avoid using images that display ‘old’ Society branding or logos• Avoid using images that are ‘static’ and lack motion or emotion• Don’t use images that show un-safe activities (e.g., groups not riding in single file, riders wearing i-pods, etc.)

67 photography guidelines

conclusion

By using these new Walk MS and Bike MS guidelines, every event will help people “join the movement,” since every event will be part of a coherent visual strategy that people will recognize and understand. If you encounter any design problems not accounted for in this document, please contact Creative Services so we can find a solution together. This way consistency can be maintained in all materials.

68 conclusion