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Brand Guidelines 2014

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  1. 1. BrandGuidelines2014
  2. 2. 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
  3. 3. Maryland WIC Brand Guidelines | 2014 1 Introduction Welcome 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: [email protected] maryland.gov
  4. 4. Maryland WIC Brand Guidelines | 2014 2 Vision Statement We 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 Statement To 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.
  5. 5. Maryland WIC Brand Guidelines | 2014 3 MarylandWIC Program Program name MarylandWomen, Infants, and Children Program Full name to be used in text MarylandWIC Brand name Maryland WIC Brand name as used in headlines with bold Maryland WIC Brand name in alternate color - WIC purple Program Name General 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 - forWICaccent 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.
  6. 6. Maryland WIC Brand Guidelines | 2014 4 ProgramTagline General 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
  7. 7. Maryland WIC Brand Guidelines | 2014 5 Program Logo Primary Logo English The Maryland WIC logo serves as a visual representation of our programs 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
  8. 8. Maryland WIC Brand Guidelines | 2014 6 Program Logo Primary 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. 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. 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
  9. 9. Maryland WIC Brand Guidelines | 2014 7 Program Logo Contact Logo This version of the logo contains Maryland WICs 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.
  10. 10. Maryland WIC Brand Guidelines | 2014 8 Program Logo Logos inWhite 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
  11. 11. Maryland WIC Brand Guidelines | 2014 9 Program Logo Abbreviated 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. Do not attempt to recreate, redraw, or reconfigure this artwork. Abbreviated logo - with rule - full color Abbreviated logo - with rule - WIC purple Abbreviated logo - with rule - black Abbreviated logo - with rule - white
  12. 12. Maryland WIC Brand Guidelines | 2014 10 Program Logo Logo 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
  13. 13. Maryland WIC Brand Guidelines | 2014 11 Program Logo Size & 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
  14. 14. Maryland WIC Brand Guidelines | 2014 12 Program Logo Examples of Incorrect Usage different 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.
  15. 15. Maryland WIC Brand Guidelines | 2014 13 Other Logos & LogoVariations Local 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.
  16. 16. Maryland WIC Brand Guidelines | 2014 14 Other Logos & LogoVariations Co-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
  17. 17. Maryland WIC Brand Guidelines | 2014 15 Other Logos & LogoVariations Breastfeeding Icon / MarylandWIC 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 English black Peer Counselor English white Peer Counselor Spanish WIC purple Peer Counselor Spanish black Peer Counselor Spanish white
  18. 18. Maryland WIC Brand Guidelines | 2014 16 State Requirements Maryland 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
  19. 19. Maryland WIC Brand Guidelines | 2014 17 State Requirements Administration 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, Governor Jane L. Smith, Lt. Governor Juan A. Rodriguez, M.D., Secretary, DHMH John M. Doe, Governor Jane L. Smith, Lt. Governor Juan 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
  20. 20. Maryland WIC Brand Guidelines | 2014 18 Nondiscrimination Statement FullVersion / 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 individuals 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.
  21. 21. Maryland WIC Brand Guidelines | 2014 19 Nondiscrimination Statement AbbreviatedVersion & 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 SIZE: 8 point font minimum PLACEMENT: End of material at bottom, below the Maryland State logo and administration names and titles This institution is an equal opportunity provider.
  22. 22. Maryland WIC Brand Guidelines | 2014 20 Social Media Facebook /Twitter /YouTube 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 GROUP full color FB - TW - YT GROUP WIC purple FB - TW - YT GROUP black FB - TW - YT GROUP white Recommended size for publication printing - 1/4 inch height, or smaller
  23. 23. Maryland WIC Brand Guidelines | 2014 21 Contact Information General 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 SIZE: 8 point font minimum 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
  24. 24. Maryland WIC Brand Guidelines | 2014 22 Publication Dating General 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 SIZE: 8 point font minimum PLACEMENT: End of material at bottom left, below non-discrimination statement Sample publication date Sample inventory code and publication date 0914 C-02/0914
  25. 25. Maryland WIC Brand Guidelines | 2014 23 Design & Layout Use 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 WICs 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.
  26. 26. Maryland WIC Brand Guidelines | 2014 24 Design & Layout Core 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 Process PMS Coated (C) PMS Uncoated (U) RGB Hexidecimal 60% Tint 60% Tint 60% Tint 20% Tint 20% Tint 20% Tint C 61 M89 Y0 K0 PMS 2593C PMS 2593U R132 G50 B155 #84329B C 58 M0 Y80 K0 PMS 360C PMS 360U R108 G194 B74 #6CC24A C 0 M61 Y97 K0 PMS 158C PMS 158U R232 G119 B34 #E87722
  27. 27. Maryland WIC Brand Guidelines | 2014 25 Design & Layout Extended 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 Process PMS Coated (C) PMS Uncoated (U) RGB Hexidecimal 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. 20% Tint 20% Tint 20% Tint C0 M24 Y94 K0 PMS 123C PMS 109U R255 G199 B44 #FFC72C C 71 M0 Y33 K0 PMS 3262C PMS 3262U R0 G191 B179 #00BFB3 C 1 M83 Y0 K0 PMS 225C PMS 226U R223 G25 B149 #DF1995 C 71 M42 Y0 K0 PMS 2727C PMS 2727U R48 G127 B226 #307FE2
  28. 28. Maryland WIC Brand Guidelines | 2014 26 Design & Layout WIC 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 PROTEIN WIC Purple PMS 2593C DAIRY WIC Blue PMS 2727C VEGETABLES WIC Food Green PMS 361C WIC FOOD GREEN Process PMS Coated PMS Uncoated RGB Hexidecimal 60% Tint 60% Tint 20% Tint 20% Tint C0 M95 Y100 K0 PMS 485C PMS 485U R218 G41 B28 #DA291C C77 M0 Y100 K0 PMS 361C PMS 361U R67 G176 B42 #43B02A
  29. 29. Maryland WIC Brand Guidelines | 2014 27 Design & Layout Typography 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.
  30. 30. Maryland WIC Brand Guidelines | 2014 28 Design & Layout Visual Imagery Visual Imageryphotographs, illustrations and typographic treatmentsshould 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 logos 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: clichd imagery: userealpeople 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 mothers breast is not overly exposed show correct position when breastfeeding
  31. 31. Maryland WIC Brand Guidelines | 2014 29 Design & Layout Stock 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 providers 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
  32. 32. Maryland WIC Brand Guidelines | 2014 30 Guidelines for Literacy 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.
  33. 33. Maryland WIC Brand Guidelines | 2014 31 Guidelines for Literacy 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.
  34. 34. Maryland WIC Brand Guidelines | 2014 32 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.
  35. 35. Maryland WIC Brand Guidelines | 2014 33 Standard Language Glossary USE DO NOT USE EXPLAIN Authorized Foods List Foods List Foods is plural Breastfeed Breastfed Breast feed Breast-fed One word, do not hyphenate or space Check Voucher Fruit & Vegetable Check or FVC Fruits & Vegetable Check Vegetable & 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 Program The Maryland WIC Program Office of the Maryland WIC Program TheorOffice of theis not part of the program name Participant Client Customer Do not use synonyms State Office Capitalize when used as a proper noun
  36. 36. Maryland WIC Brand Guidelines | 2014 34 SpanishTranslation General 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. ProgramaWIC de Maryland Spanish program name - see page 3 for usage Programa para mujeres, bebs y nios de Maryland Spanish full name to be used in text MarylandWIC Brand name Mejor Nutricin Mejor Futuro Spanish tagline - see page 4 for usage John M. Doe, Gobernador Jane L. Smith, Tte. Gobernador Juan A. Rodrigues, M.D., Secretario, DHMH Administrative names and titles - see page 18 for usage
  37. 37. Maryland WIC Brand Guidelines | 2014 35 SpanishTranslation Non-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 SIZE: 8 point font minimum 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 Statement Esta institucin es proveedora de igualdad de oportunidades. El Departamento de Agricultura de los Estados Unidos (por sus siglas en ingls USDA) prohbe la discriminacin contra sus clientes, empleados y solicitantes de empleo por raza, color, origen nacional, edad, discapacidad, sexo, identidad de gnero, religin, represalias y, segn corresponda, convicciones polticas, estado civil, estado familiar o paternal, orientacin sexual, o si los ingresos de una persona provienen en su totalidad o en parte de un programa de asistencia pblica, o informacin gentica protegida de empleo o de cualquier programa o actividad realizada o financiada por el Departamento. (No todos los criterios prohibidos se aplicarn a todos los programas y/o actividades laborales). Si desea presentar una queja por discriminacin del programa de Derechos Civiles, complete el USDA Program Discrimination Complaint Form (formulario de quejas por discriminacin 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. Tambin puede escribir una carta con toda la informacin solicitada en el formulario. Envenos 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 electrnico 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 transmisin) al (800) 877-8339 o (800) 845-6136 (en espaol). El USDA es un proveedor y empleador que ofrece igualdad de oportunidades.
  38. 38. Maryland WIC Brand Guidelines | 2014 36 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: [email protected] maryland.gov
  39. 39. MarylandWICProgram 201W.PrestonStreet,1stFloor Baltimore,Maryland21201 1-800-242-4WIC www.mdwic.org MartinOMalley,Governor AnthonyG.Brown,Lt.Governor JoshuaSharfstein,M.D.,Secretary,DHMH TheU.SDepartmentofAgricultureprohibitsdiscriminationagainstitscustomers,employees,andapplicantsforemploymentonthebasesofrace,color,nationalorigin,age,disability,sex,genderidentity, religion,reprisal,andwhereapplicable,politicalbeliefs,maritalstatus,familialorparentalstatus,sexualorientation,orallorpartofanindividualsincomeisderivedfromanypublicassistanceprogram,or protectedgeneticinformationinemploymentorinanyprogramoractivityconductedorfundedbytheDepartment.(Notallprohibitedbaseswillapplytoallprogramsand/oremploymentactivities.) IfyouwishtofileaCivilRightsprogramcomplaintofdiscrimination,completetheUSDAProgramDiscriminationComplaintForm,foundonlineathttp://www.ascr.usda.gov/complaint_filing_cust.html, oratanyUSDAoffice,orcall(866)632-9992torequesttheform.Youmayalsowritealettercontainingalloftheinformationrequestedintheform.Sendyourcompletedcomplaintformorlettertousby mailatU.S.DepartmentofAgriculture,Director,OfficeofAdjudication,1400IndependenceAvenue,S.W.,Washington,D.C.20250-9410,byfax(202)[email protected] Individualswhoaredeaf,hardofhearingorhavespeechdisabilitiesmaycontactUSDAthroughtheFederalRelayServiceat(800)877-8339;or(800)845-6136(Spanish). USDAisanequalopportunityproviderandemployer. 0-16/1114