Download - Maryland WIC Brand Guidelines 2014

Brand Guidelines2014

Introduction

Welcome to Maryland WIC Brand Guidelines .........................................1

Vision & Mission Statement .........................................................................2

Program Identification

Program Name ................................................................................................3

Program Tagline ....................................................................................................4

Program Logo

Primary Logo: English ....................................................................................5

Primary Logo: Spanish ........................................................................................6

Contact Logo .........................................................................................................7

Logos in White Label / Tab Background .......................................................8

Abbreviated Logo ................................................................................................9

Logo Color & File Usage Guidelines .........................................................10

Logo Size & Placement ................................................................................11

Examples of Incorrect Logo Usage ...........................................................12

Other Logos & Logo Variations

Local Agency / Training Center Logos ............................................................... 13

Co-branding / Partner Logos .....................................................................14

Breastfeeding / Peer Counselor Logos ....................................................15

State Requirements

Maryland State Logo ..........................................................................................16

Administration Names & Titles ..................................................................17

Nondiscrimination Statement

Full Version ......................................................................................................18

Abbreviated Version & Exceptions ...........................................................19

Social Media ..................................................................................................20

Contact Information ............................................................................................21

Publication Dating ...............................................................................................22

Design & Layout

Use of Color ....................................................................................................23

Core Color Palette .........................................................................................24

Extended Color Palette ................................................................................25

WIC Food / MyPlate Color Palettes ...........................................................26

Typography .........................................................................................................27

Visual Imagery ...................................................................................................28

Stock Imagery / Copyright Notice & Attribution ..................................29

Guidelines for Literacy

Organization & Layout .................................................................................30

Wording & Sentence Structure & Text Format ......................................31

Visuals ...............................................................................................................32

Standard Language

Glossary ............................................................................................................33

Spanish Translation

General Guidelines .......................................................................................34

Non-discrimination Statement ..................................................................35

For More Information ..........................................................................................36

Table of Contents

Maryland WIC Brand Guidelines | 2014 1

IntroductionWelcome to the Maryland WIC Brand Guidelines.

The Maryland WIC brand is more than a name and logo. It is a set of values, attributes, and artwork that reflects the spirit, mission and vision of the program. Using the Maryland WIC brand consistently will reinforce our position as a premier public health nutrition program.

Adherence to these guidelines is essential in maintaining a consistent and professional public identity for the Maryland WIC Program. Our identity must be consistent across external and internal materials, on program print and incentive items, in our State Office, Local Agencies, and Clinics, and in presentations and events.

Achieving an effective brand starts with a unified brand identity.

These brand guidelines illustrate how to apply the visual components of our brand. It includes directions on how to use our logos, colors, and typefaces. To download this guide, the Maryland WIC logo, and other brand elements go to wow.sharepoint.dhmh.md.gov.

IMPORTANT: All print, media, or other materials referring to the Maryland WIC Program must be approved by the Maryland WIC State Office prior to production.

Submit to: dhmh.wic@ maryland.gov


Vision StatementWe envision a future Maryland WIC Program that

• promotes the optimal health and nutritional status of future generations and operates as an integral component of a comprehensive, efficient and interactive health care system, and

• insures the health and well-being of women, infants and children in need through the provision of preventive services, including nutrition education, selected supplemental foods and health referrals.

Mission StatementTo assist eligible women, infants and children to achieve improved nutrition and health status by

providing nutrition education, selected supplemental foods and health referrals in a caring,

supportive environment.


Maryland WIC ProgramProgram name

Maryland Women, Infants, and Children ProgramFull name to be used in text

Maryland WIC Brand name

Maryland WICBrand name as used in headlines with bold

Maryland WICBrand name in alternate color - WIC purple

Program NameGeneral Guidelines

The Maryland WIC Program name is displayed in

a consistent manner to present the program in a

professional way.

Follow the guidelines below when using the

WIC Program or brand name in text.

FONT: Myriad Pro Regular or Light

SIZE: The program name should the same size or

larger than other text on page.

The program or brand name font size

should never be smaller than 12 point.

STYLE: Use Myriad Pro - Bold - for ‘WIC’ accent only

when appearing as a heading.

COLOR: Use color only when appearing as a heading.

The word “the” is not considered part of the program

name and is only capitalized when it is the first word

of a sentence.

Do not use the words MARYLAND or PROGRAM in all

upper case letters.


Program TaglineGeneral Guidelines

Pairing the Maryland WIC logo with the program

tagline strengthens our brand. The tagline sums up

the tone and promise of our brand and reinforces

the value of the Maryland WIC Program.

Because the tagline is not a full sentence, do not use

it in text. Occasionally it may be used as a heading.

In which case, please use the tagline images.

FONT: Better Nutrition - Myriad Pro Bold Brighter Future - Myriad Pro Regular

SIZE: Minimum 1/4 inch height

English tagline with bold accent - in headings

Spanish tagline with bold accent - in headings

Alternate color - WIC purple

Tagline dot - without shadowTagline dot - with shadow


Program LogoPrimary Logo – English

The Maryland WIC logo serves as a visual

representation of our program’s mission, service,

and authority. It incorporates our tagline in both

English and Spanish versions.

Use the Primary logo on all materials except when

size or configuration make it impractical.

It is critical that the Maryland WIC logo is displayed

in a consistent manner to present the program in a

professional way. It is used on all WIC materials.

Use the full color logo wherever possible.

For one-color documents, use either WIC purple,

black, or white logo.

Do not attempt to recreate, redraw, or reconfigure

this artwork.

See page 8 for a version of this logo in a white box

or label, for use over photos or colored backgrounds.

When using this logo you must include the program

phone number and web address elsewhere in the

publication. See page 21.

Primary logo with English tagline - full color

Primary logo with English tagline - WIC purple

Primary logo with English tagline - black

Primary logo with English tagline - white


Program LogoPrimary Logo – Spanish

Use the Spanish version logo for Spanish language

publications.

It is critical that the Maryland WIC logo is displayed

in a consistent manner to present the Program in a

professional way. It is used on all WIC materials.

Use the full color logo wherever possible. For

one color documents, use either WIC purple, black

or white logo.


this artwork.

See page 8 for a version of this logo in a white box

or label, for use over photos or colored backgrounds.

Primary logo with Spanish tagline - full color

Primary logo with Spanish tagline - WIC purple

Primary logo with Spanish tagline - black

Primary logo with Spanish tagline - white


Program LogoContact Logo

This version of the logo contains Maryland WIC’s

main contact information: phone number and web

address. These logo files come in the same color

variations as the Primary logo; use the full color logo

whenever possible. The same general guidelines

apply as those of the Primary logo.

The Contact logo is to be used for both English and

Spanish applications.

If this logo is used, there is no need to repeat the

phone number or web address in text appearing on

the same page.

See page 8 for a version of this logo in a white box,

for use over photos or colored backgrounds.

Contact Logo - full color

Contact logo - WIC purple

Contact logo - black

Contact logo - white

The Contact logo must be used for incentive and nutrition education

items if size permits. If the print area does not accommodate the Contact

logo, then the phone number and web address must be added in Myriad Pro

typeface.


Program LogoLogos in White Label / Tab Background

This variation of the Primary and Contact logo uses

a white box or label with rounded corners that can

be used over photographic or colored backgrounds.

Included are two styles, one with and one without

slight cast shadow.

The white portion of these logos can be adjusted so

that the top edge extends or bleeds off the top of

the page to create a white tab effect.

Primary logo - in white label with shadow - full color

Spanish Primary logo - in white label with shadow - full color

Contact logo - in white label with shadow - full color

Primary logo - with tab effect - full color


Program LogoAbbreviated Logo

Only use the Abbreviated logo when the Primary or Contact

logo are not feasible for use.

Use the full color logo wherever possible.

For one color documents, use either purple, black

or white logo.


this artwork.

Abbreviated logo - with rule - full color

Abbreviated logo - with rule - WIC purple

Abbreviated logo - with rule - black

Abbreviated logo - with rule - white


Program LogoLogo Color & File Usage Guidelines

FULL COLOR LOGO:

CMYK - These logos use 4-color process printing

inks, both offset and digital. The four colors used are

Cyan (C), Magenta (M), Yellow (Y), and Black (K).

PMS - These logos use 3 spot or match colors

specified in the Pantone Matching System (PMS).

This type of file would be used when individual

colored inks are used.

RGB - These logos use digital Red (R), Green (G),

and Blue (B) colors. These logos are used online

and for certain other digital applications.

ONE COLOR LOGOS: WIC purple, black, white

When using the logo over a colored background,

make sure that the color does not conflict or

obscure the logo. If in doubt, use solid purple,

black or white.

See pages 24-25 for complete chart of approved Maryland WIC colors.

Full color logo

One color logo - WIC purple

One color logo - black

One color logo - white


Program LogoSize & Placement

Maximize impact by placing the logo at the top,

beginning or on the front of materials representing

Maryland WIC.

Keep the space around the logo free of text and

graphics. Use one-half the logo height as a guide for

the area that should be kept clear around the logo.

If placing over a photo image, be sure that no distinct

background elements intrude on this clear area.

The logo should be sized according to the material

and be at least the size of other logos or icons, and

preferably larger. See page 14 for guidance on size

and placement when co-branding or using partner

logos.

Example of 1/2 logo height clearance

Minimum 2-line logo size - 1/2 inch height

Abbreviated logo - suggested minimum 1/4 inch height

1/4 inch height


Program LogoExamples of Incorrect Usage

di�erent phone / other

Maryland WIC

X Do not add special effects: shadows, glows, outlines, bevel or emboss.

X Do not change the font or add different words below the rule.

X Do not use the logo on an angle.

OTHER:

X Do not combine with any other elements, such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark.

X Do not place on a busy pattern, or photo, or on a colored background (conflicting or too similar) that makes the logo become obscured or illegible. If in doubt, use purple, black, white or the label/tab version.

X Do not try to recreate the official logo.

X Do not change colors.

X Do not distort the logo: squeeze, stretch or slant.

X Do not change, add or remove the rule.


Other Logos & Logo VariationsLocal Agency / Training Center

Use the Local Agency logo in place of the Primary Maryland

WIC logo when creating materials specific to the Local

Agency. All other brand guidelines apply, for example,

including the non-discrimination statement. The Maryland

WIC State Office must approve all materials created by the

Local Agency prior to production.


Other Logos & Logo VariationsCo-Branding / Partner Logos

If a parent organization requires the inclusion of their logo,

it must be the same size, or preferably smaller, than the

Maryland WIC logo or the Local Agency logo. The parent or

partner organization logo should appear to the right of the

Maryland WIC logo when practical. Partner logos must be

smaller than the Maryland WIC logo.

Example of a parent organization

Example of a partner organization


Other Logos & Logo VariationsBreastfeeding Icon / Maryland WIC Breastfeeding Peer Counselor Logo

The breastfeeding icon and Maryland WIC Breastfeeding

Peer Counselor logo, like the Maryland WIC logo, serves as

a visual representation of our programs commitment to

promote and support breastfeeding.

The Breastfeeding icon should appear on all Maryland

WIC breastfeeding education materials. The icon is used in

conjunction with the Maryland WIC Logo. All other brand

guidelines apply.

SIZE: Equal to or smaller than the

Maryland WIC logo.

PLACEMENT: Preferably on the front to the right of the

Maryland WIC logo or lower than the

Maryland WIC logo.

The Maryland WIC Breastfeeding Peer Counselor

logo should only appear on materials promoting the

Breastfeeding Peer Counselor program and is used in place

of the Maryland WIC logo. All other brand guidelines apply.

Breastfeeding WIC purple 60%

Breastfeeding black

Breastfeeding white

Peer Counselor English

WIC purple

Peer Counselor Englishblack

Peer Counselor Englishwhite

Peer Counselor Spanish

WIC purple


black


white


State RequirementsMaryland State Logo

All print publications which include the Maryland WIC

Program name must include the Maryland State logo,

except when size or configuration make it impractical.

SIZE: Minimum 1/2 inch in height

PLACEMENT: Either bottom right or bottom center

Maryland State logo


State RequirementsAdministration Names & Titles

All print publications that include the Maryland WIC

Program name must include current administration

names and titles, except when size or configuration

make it impractical.

FONT: Myriad Pro (matching document text

weight)

SIZE: 8 point font minimum (shown at 9

point)

PLACEMENT: Under or right of the

Maryland State logo

John M. Doe, GovernorJane L. Smith, Lt. Governor

Juan A. Rodriguez, M.D., Secretary, DHMH

John M. Doe, GovernorJane L. Smith, Lt. GovernorJuan A. Rodriguez, M.D., Secretary, DHMH

John M. Doe, Governor | Jane L. Smith, Lt. Governor | Juan A. Rodriguez, M.D., Secretary, DHMH

Centered - 9 point Myriad Pro Regular

Flush Left - 9 point Myriad Pro Regular

One Line - 9 point Myriad Pro Regular, with space - vertical bar - space separation


Nondiscrimination StatementFull Version / General Guidelines

Print publications must include the Non-Discrimination

Statement from the USDA Office of Civil Rights, Compliance

Branch Memo dated May 24, 2013.

FONT: Myriad Pro

SIZE: 8 point font minimum

PLACEMENT: End of material at bottom, below the

Maryland State logo and administration

names and titles

The U.S Department of Agriculture prohibits discrimination against its

customers, employees, and applicants for employment on the bases of race,

color, national origin, age, disability, sex, gender identity, religion, reprisal, and

where applicable, political beliefs, marital status, familial or parental status,

sexual orientation, or all or part of an individual’s income is derived from any

public assistance program, or protected genetic information in employment

or in any program or activity conducted or funded by the Department. (Not all

prohibited bases will apply to all programs and/or employment activities.)

If you wish to file a Civil Rights program complaint of discrimination, complete

the USDA Program Discrimination Complaint Form, found online at http://

www.ascr.usda.gov/complaint_filing_cust.html , or at any USDA office, or call

(866) 632-9992 to request the form. You may also write a letter containing all

of the information requested in the form. Send your completed complaint

form or letter to us by mail at U.S. Department of Agriculture, Director, Office of

Adjudication, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410,

by fax (202) 690-7442 or email at [email protected].

Individuals who are deaf, hard of hearing or have speech disabilities may contact

USDA through the Federal Relay Service at (800)877-8339; or (800)845-6136

(Spanish).

USDA is an equal opportunity provider and employer.


Nondiscrimination Statement Abbreviated Version & Exceptions

If the material is too small to permit the full statement to be

included, use the abbreviated statement.

This statement is not required to be imprinted on materials

such as cups, buttons, magnets and pens that identify

the WIC Program, when size or configuration make it

impractical.

Radio and television public services announcements may

use “WIC is an equal opportunity provider” to meet the non-

discrimination requirement.

Nutrition education and breastfeeding promotion and

support materials that strictly provide a nutrition message

with NO MENTION of the WIC Program are not required to

contain the non-discrimination statement.

FONT: Myriad Pro


PLACEMENT: End of material at bottom, below the

Maryland State logo and administration

names and titles

This institution is an equal opportunity provider.


Social MediaFacebook / Twitter / You Tube

Social media is a way for WIC to communicate with

participants, vendors, and staff. Social media icons are

important because they inform others of our established

online community.

Placing social icons on our materials reminds our audience

that they may easily connect with our social profiles.

The Facebook, Twitter, and YouTube social media icons have

been grouped together to emphasize our online presence.

When placing the trio on materials, they should not be

separated.

SIZE: The icons should never be smaller than

1/4 inch in height.

PLACEMENT: Bottom left or bottom center

Do not attempt to recreate, redraw, or reconfigure this

artwork.

FB - TW - YT GROUPfull color

FB - TW - YT GROUPWIC purple

FB - TW - YT GROUPblack

FB - TW - YT GROUPwhite

Recommended size for publication printing - 1/4 inch height, or smaller


Contact InformationGeneral Guidelines

All print publications which include the Maryland WIC

Program name must include the 800 or Local Agency

phone number. The website may be omitted when size or

configuration make it impractical.

If the document contains the State Office address, use the

format shown.

FONT: Myriad Pro


PLACEMENT: Either bottom left or bottom center

Maryland WIC Program 201 W. Preston Street, 1st Floor Baltimore, Maryland 21201 1-800-242-4842 www.mdwic.org


Publication DatingGeneral Guidelines

All print materials must have a publication date. Use the

format mmyy. For example, if the publication prints in

September 2014, the date would appear as 0914.

If the item is to be in CORE inventory, then the CORE

number must proceed the date. For example, the

Authorized Foods List in English would be C-02/0914.

The publication date changes any time there is content

revisions. If there are no changes to content, the last

publication date remains in use for subsequent reprints.

FONT: Myriad Pro


PLACEMENT: End of material at bottom left, below

non-discrimination statement

Sample publication date

Sample inventory code and publication date

0914

C-02/0914


Design & LayoutUse of Color

WIC strategically uses color to appeal to and connect with our participants

and partners. Integrating brand colors in our logo, print materials, products

and other platforms achieves the highest brand impact and recognition.

Color psychology and color perception studies guided WIC’s color selection.

Both warm and cool colors balance our logo. Cool colors, like green and

purple, convey calmness and security while warm colors, like orange,

connote energy. A deeper look at our three main brand colors shows each is

popular choice for the health industry. Purple represents authority, showing

WIC as a trusted resource. Green says WIC is about health and expresses

calmness, freshness and serenity, while orange tells that our program is full of

life, excitement, vitality, and fun.

For optimal quality and consistency, use the color system specific to your

printing needs. This allows for best possible color matching across all media

platforms.

Please use these colors at 100% value whenever possible.

When type overprints a photo or background, make sure there is enough

contrast for it to be legible. If in doubt, black or white may be used.

When a light tint is needed for a background, use 20% of the color. When a

medium tint is needed for a background or in combination with solids and

light tints, use 60% of the color.

COLOR SYSTEMS

PANTONE MATCHING SYSTEM (PMS) consists of

individual spot colors that use PMS Match Ink

Formulas for offset and screen printing. PMS colors

include matching shades for use on both coated

and uncoated paper. Generally, coated colors are

specified, however when printing on uncoated paper

be sure to specify the uncoated PMS number.

CMYK is the 4-color process ink system used for

offset and digital printing. The four basic process

colors are: Cyan (C), Magenta (M), Yellow (Y), and

Black (K). Percentages, or process builds, of these

colors combine to create a full color effect.

RGB or Red (R), Green (G) and Blue (B) are digital

colors with a unique set of formula numbers that

are equivalent to PMS and CMYK colors. These

colors are used online and for other digital

applications.

HEXIDECIMAL is a number color code (HTML) used

to specify colors for web and video production.


Design & LayoutCore Color Palette

The Maryland WIC core colors are purple,

green, and orange. Refer to this palette

when creating new graphic materials

and always include at least one of the

core colors. They are best used with all 3

in combination.

When considering a color other than

black for body copy text, purple is the

most recommended color.

Black and white are considered part of

the core color palette.

PMS 360C PMS158CPMS 2593C

WIC PURPLE WIC GREEN WIC ORANGE

ProcessPMS Coated (C)PMS Uncoated (U)RGBHexidecimal

60% Tint 60% Tint 60% Tint


C 61 M89 Y0 K0PMS 2593C PMS 2593UR132 G50 B155#84329B

C 58 M0 Y80 K0PMS 360C PMS 360UR108 G194 B74#6CC24A

C 0 M61 Y97 K0PMS 158CPMS 158UR232 G119 B34#E87722


Design & LayoutExtended Color Palette

The colors of the extended

palette complement the core

program colors and support

the Maryland WIC brand.

Other colors should not be

added to the palette and it is

best to limit the number of

colors used in a single

communication.

The extended palette can

be used to help differentiate

pieces within a campaign

or series.

Remember to always use at

least one of the core colors in

all designs.

PMS 360C PMS158C PMS158CPMS 2593C

WIC YELLOW WIC TURQUOISE WIC PINK WIC BLUE

ProcessPMS Coated (C)PMS Uncoated (U)RGBHexidecimal

60% Tint 60% Tint 60% Tint 60% Tint

20% Tint

DO NOT USE YELLOW as a color for text or headings due to low visibility.


C0 M24 Y94 K0PMS 123C PMS 109UR255 G199 B44#FFC72C

C 71 M0 Y33 K0PMS 3262C PMS 3262UR0 G191 B179#00BFB3

C 1 M83 Y0 K0PMS 225CPMS 226UR223 G25 B149#DF1995

C 71 M42 Y0 K0PMS 2727CPMS 2727UR48 G127 B226#307FE2


Design & LayoutWIC Food / MyPlate Color Palette

Use these additional colors with MyPlate or in other food

specific graphics. Some are unique and some are the

same as WIC colors.

More specific information about the ChooseMyPlate.gov

graphic, colors, and usage can be found in the MyPlate

Graphic Standards publication. PMS 2593C PMS 2593C

WIC FOOD RED

BACKGROUND Yellow

PMS 124C

GRAINS Orange

PMS 159C

FATS WIC Pink

PMS 226C

FRUITS WIC Food Red

PMS 485C

PROTEINWIC PurplePMS 2593C

DAIRYWIC Blue

PMS 2727C

VEGETABLES WIC Food Green

PMS 361C

WIC FOOD GREEN

ProcessPMS CoatedPMS UncoatedRGBHexidecimal

60% Tint 60% Tint

20% Tint 20% Tint

C0 M95 Y100 K0PMS 485C PMS 485UR218 G41 B28#DA291C

C77 M0 Y100 K0PMS 361C PMS 361UR67 G176 B42#43B02A


Design & LayoutTypography

Our brand typeface is Myriad Pro.

Myriad Pro should be used for all applications, except

for typing letters, internal documents, or online HTML

text. In these cases, use Arial as the default font.

For design, Frutiger is an excellent substitute; you may

also substitute Calibri or Arial.

Keep typography simple. Do not overcrowd layouts

and do not use too many type sizes and styles. Do not

use italic or all caps to draw attention to text; use a

bolder font weight instead.

To add flexibility, you can use any faces in the Myriad

Pro families shown here. The different weights include:

light, regular, semi-bold, and bold.

Use condensed only where you have limited space, or

for illustrative purposes.

Always use at least 12 point text for legibility.


Design & LayoutVisual Imagery

Visual Imagery—photographs, illustrations and

typographic treatments—should be simple, engaging,

and high quality.

When choosing imagery, strive for consistency of color

and style within the design. Make sure the art files are

high resolution (300 dpi at print size) and that they do

not interfere with the logo’s legibility.

TYPES OF IMAGES TO USE: • diversity of happy women, infants and children • healthy WIC foods: raw ingredients, home made

meals, approved packaged foods • eating, play and learning activities • safe and proper care procedures • participants in WIC environments • geometric design elements, such as circles, dots,

checks, colored lines and simple patterns

Imagery should allow for clean layouts with adequate

white space. Silhouetted photographs and illustrations

work well. Use simple infographic-style diagrams and

charts to bring facts and figures to life.

TYPES OF IMAGES TO AVOID: • clichéd imagery: use ‘real’ people rather than

model-types, in natural not posed situations

• cartoon like clip-art does not represent high quality,

especially when depicting people

• uninspiring imagery that is not engaging or well

photographed • distracting decorative elements, shadows, or background

patterns or images that overpower the message

WIC STANDARDS WILL NOT ALLOW IMAGERY THAT INCLUDES:

• bottles or bottle-fed infants• sippy cups • pacifiers or binkies • food that is not cut into age appropriate bite-size pieces • candy, cakes, ice cream, soda and other sweets • child being held by adult when eating • toddler at table or in car without safety seat

• eating in living room, in front of TV, sitting on counter top

• for breastfeeding, make sure mother’s breast is not

overly exposed

• show correct position when breastfeeding


Design & LayoutStock Imagery / Copyright Notice & Attribution

The Maryland WIC State Office will purchase all stock imagery.

Submit requests for specific images to the State Office. Images

will be available on Share Point for use. All print materials must

list credit for the image in accordance with the provider’s

requirements. Individual images are not available outside print

documents for public use. Contact the State Office with any

questions regarding copyright and attribution of stock imagery.

©iStock.com/John Doe

Sample attribution



Organization • Be consistent in the way material is organized and formatted.

• Sequence information logically.

• When possible, organize the material using explanatory, clear headers.

SIMPLE: Breakfast (good)

EXPLANATORY: Breakfast Meal Plans (better)

• If desired, underline or bold the headers or titles. Do not use italics.

• Present only one idea at a time.

• Try to keep each idea to one page.

• Use visuals to explain important information.

Create content for Maryland WIC materials at a maximum of a fifth grade reading level to be accessible to individuals with

low literacy. Use plain language for easy to read communication. Keep in mind people with a reduced reading level have

limited comprehension, retention, and vocabulary.

Layout • Avoid lengthy lists. Limit to no more than seven items.

• Start each paragraph on a new line and skip a line between each. Do not indent paragraphs.

• Paragraphs should be no more than four lines, three is preferred.

• Include plenty of white space in your document. This allows readers to focus.

• Ideal combinations:

50 / 50 – text / white space

30 / 30 / 50 – text / visual / white space

• Make room for white space by simplifying text, adding pages or enlarging the size of the piece.



Text Format • Use capital and lower-case lettering; using all caps is difficult to read.

• Do not use right justification (where all words are aligned on the right). • Avoid putting the first word of a sentence as the last word on a line. Also, (that was an example), avoid putting the last word of a sentence as the first word on a line. • Italics are difficult to read. To highlight a word or passage, bold or underline it.

• Use at least 12 point font size.

• Use high contrast colors between background and text.

• Use thin lettering without curls (such as Myriad, Arial, or Calibri).

• Always use normal letterspacing, do not add or subtract space between letters.

Wording & Sentence Structure • Use plain language.

• Use short, non-technical words of two syllables or less.

• Avoid abbreviations, contractions, acronyms, unfamiliar spellings of words, and quotation marks. • Sentences of eight to ten words are best. Never use sentences longer than twenty-five words.

• Use the active voice instead of the passive voice.

ACTIVE: Everyone ate breakfast.

PASSIVE: Breakfast was eaten by everyone.

• Use positive statements.

POSITIVE: Always eat breakfast.

NEGATIVE: Do not skip breakfast.


Guidelines for Literacy Visuals

• Visuals should be direct and informative, not just attractive.

• Place the illustration next to the text it is describing.

• Use simple illustrations.

• Circles or arrows are very useful in pointing out key information.

• Use high resolution photographs to ensure good print quality.


Standard LanguageGlossary

USE DO NOT USE EXPLAIN

Authorized Foods List Foods List Foods is plural

BreastfeedBreastfed

Breast feedBreast-fed

One word, do not hyphenate or space

Check Voucher

Fruit & Vegetable Check or FVCFruits & Vegetable CheckVegetable & Fruit Check

ID I.D.Do not use periods when referring to an abbreviation of identification

ID Folder ID folder ID Folder is a proper noun

Local Agency Capitalize when used as a proper noun

Maryland WIC ProgramThe Maryland WIC ProgramOffice of the Maryland WIC Program

“The” or “Office of the” is not part of the program name

ParticipantClientCustomer

Do not use synonyms

State Office Capitalize when used as a proper noun


Spanish TranslationGeneral Guidelines

When procuring Spanish translated materials,

include the following specifications in your request:

• Central American Dialect

• 5th Grade level

• Formal Language

Use the Spanish primary logo and tagline images

for Spanish language publications. All other brand

guidelines apply.

Programa WIC de MarylandSpanish program name - see page 3 for usage

Programa para mujeres, bebés y niños de MarylandSpanish full name to be used in text

Maryland WIC Brand name

Mejor Nutrición Mejor FuturoSpanish tagline - see page 4 for usage

John M. Doe, GobernadorJane L. Smith, Tte. GobernadorJuan A. Rodrigues, M.D., Secretario, DHMH

Administrative names and titles - see page 18 for usage


Spanish TranslationNon-Discrimination Statement

Print publications must include the Non-

Discrimination Statement from the USDA Office of

Civil Rights, Compliance Branch Memo dated May

24, 2013.

FONT: Myriad Pro


PLACEMENT: End of material at bottom, below

the Maryland State logo and

administration names and titles

If the material is too small to permit the full

statement to be included, use the abbreviated

statement. See page 19 for details.

Abbreviated StatementEsta institución es proveedora de igualdad de

oportunidades.

El Departamento de Agricultura de los Estados Unidos (por sus siglas en inglés

“USDA”) prohíbe la discriminación contra sus clientes, empleados y solicitantes

de empleo por raza, color, origen nacional, edad, discapacidad, sexo, identidad

de género, religión, represalias y, según corresponda, convicciones políticas,

estado civil, estado familiar o paternal, orientación sexual, o si los ingresos de

una persona provienen en su totalidad o en parte de un programa de asistencia

pública, o información genética protegida de empleo o de cualquier programa

o actividad realizada o financiada por el Departamento. (No todos los criterios

prohibidos se aplicarán a todos los programas y/o actividades laborales).

Si desea presentar una queja por discriminación del programa de Derechos

Civiles, complete el USDA Program Discrimination Complaint Form (formulario

de quejas por discriminación del programa del USDA), que puede encontrar

en internet en http://www.ascr.usda.gov/complaint_filing_cust.html, o en

cualquier oficina del USDA, o llame al (866) 632-9992 para solicitar el formulario.

También puede escribir una carta con toda la información solicitada en el

formulario. Envíenos su formulario de queja completo o carta por correo postal

a U.S.Department of Agriculture, Director, Office of Adjudication,

1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, por fax al (202)

690-7442 o por correo electrónico a [email protected].

Las personas sordas, con dificultades auditivas, o con discapacidad del habla

pueden contactar al USDA por medio del Federal Relay Service (Servicio federal

de transmisión) al (800) 877-8339 o (800) 845-6136 (en español).

El USDA es un proveedor y empleador que ofrece igualdad de oportunidades.


For More Information

For questions or assistance, please call

410-767-5242 and ask for the Communications Unit.

IMPORTANT: All print, media, or other materials referring to the Maryland WIC Program must be approved by the Maryland WIC State Office prior to production.

Submit to: dhmh.wic@ maryland.gov

Maryland WIC Program201 W. Preston Street, 1st FloorBaltimore, Maryland 212011-800-242-4WICwww.mdwic.org

Martin O’Malley, GovernorAnthony G. Brown, Lt. Governor

Joshua Sharfstein, M.D., Secretary, DHMH

The U.S Department of Agriculture prohibits discrimination against its customers, employees, and applicants for employment on the bases of race, color, national origin, age, disability, sex, gender identity, religion, reprisal, and where applicable, political beliefs, marital status, familial or parental status, sexual orientation, or all or part of an individual’s income is derived from any public assistance program, or protected genetic information in employment or in any program or activity conducted or funded by the Department. (Not all prohibited bases will apply to all programs and/or employment activities.)

If you wish to file a Civil Rights program complaint of discrimination, complete the USDA Program Discrimination Complaint Form, found online at http://www.ascr.usda.gov/complaint_filing_cust.html , or at any USDA office, or call (866) 632-9992 to request the form. You may also write a letter containing all of the information requested in the form. Send your completed complaint form or letter to us by mail at U.S. Department of Agriculture, Director, Office of Adjudication, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, by fax (202) 690-7442 or email at [email protected].

Individuals who are deaf, hard of hearing or have speech disabilities may contact USDA through the Federal Relay Service at (800)877-8339; or (800)845-6136 (Spanish). USDA is an equal opportunity provider and employer.

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Download - Maryland WIC Brand Guidelines 2014

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