3.2 Branding

United Way of Central MarylandMarketing Resource Guide

Version 1.0 - July 2008

1) Full-color National Brandmark Localized Brandbarks

2) One-color blue brandmark* This one-color blue brandmark is to be used when United Way Blue

is the only available color selection. National Brandmark Localized Brandmarks

3) One-color black brandmark: * The one-color black brandmark is to be used when black is the only

available color selection. National Brandmark Localized Brandmarks

All logos can be found on the H:Drive....H:Drive\UW BRANDING\LOGOS

NOTE: When reproduction constraints prevent the use of the primary full-colorUnited Way brandmark (shown above), use one of the alternative one-color versions. The one-color brandmarks (shown at right) should never appear on a Web site, four-color brochure or any other application where the full-color brandmark is useable.

United Way Logos & LocationsThe most fundamental visual element of our brand identity is our brandmark (or logo). As one of our most important assets, the logo must always appear as shown on this page in one of these color variations. No other color variations may be used. Both national and localized styles are available (see style restrictions in section 3.3 - United Way Logo Usage).

United Way Logo UsageThe consistent and correct application of the United Way brandmark is essential. Always follow these instructions when placing our logo on any materials.

The brandmark must always be placed at the right edge of any print or •on-screen materials - unless used as part of the return address on mail pieces.

The correct color and style brandmark should always be chosen in •accordance to the guidelines and the materials used (see section 3.2 - United Way Logos & Locations).

Never attempt to redraw or rescale the elements of the brandmark or •add other graphic elements to its presentation.

Never extract any of the graphic elements contained in the brandmark •to use separately.

3.3 Branding

United Way of Central MarylandMarketing Resource Guide

Version 1.0 - July 2008

Brandmark:Unacceptable usesThe consistent and correct application ofthe United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this pageillustrate some of the unacceptable uses ofthe United Way brandmark.

Note: Never attempt to redraw or rescale theelements of the brandmark or addother graphic elements to itspresentation. Do not extract any of thegraphic elements contained in thebrandmark to use separately. Seeexceptions for video, animation andinteractive on page 4.11.

2.7 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 2.0 © United Way of America 2008

11

Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name

Never put other words or phrasesinside the brandmark

Never tilt the brandmark Never distort the shape of the brandmark

Never alter the shape of thebrandmark in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark

Never rearrange the elements of thebrandmark

Never reverse the brandmarkto white

Day ofCaring

of Anytown

Never extract the words“United Way” from the brandmark

Never extract any of the graphicelements contained in the brandmarkto use separately

Brandmark:Unacceptable usesThe consistent and correct application ofthe United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this pageillustrate some of the unacceptable uses ofthe United Way brandmark.

Note: Never attempt to redraw or rescale theelements of the brandmark or addother graphic elements to itspresentation. Do not extract any of thegraphic elements contained in thebrandmark to use separately. Seeexceptions for video, animation andinteractive on page 4.11.

2.7 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 2.0 © United Way of America 2008

11

Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name

Never put other words or phrasesinside the brandmark

Never tilt the brandmark Never distort the shape of the brandmark

Never alter the shape of thebrandmark in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark

Never rearrange the elements of thebrandmark

Never reverse the brandmarkto white

Day ofCaring

of Anytown

Never extract the words“United Way” from the brandmark

Never extract any of the graphicelements contained in the brandmarkto use separately

Brandmark:Unacceptable usesThe consistent and correct application ofthe United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this pageillustrate some of the unacceptable uses ofthe United Way brandmark.

Note: Never attempt to redraw or rescale theelements of the brandmark or addother graphic elements to itspresentation. Do not extract any of thegraphic elements contained in thebrandmark to use separately. Seeexceptions for video, animation andinteractive on page 4.11.

2.7 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 2.0 © United Way of America 2008

11

Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name

Never put other words or phrasesinside the brandmark

Never tilt the brandmark Never distort the shape of the brandmark

Never alter the shape of thebrandmark in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark

Never rearrange the elements of thebrandmark

Never reverse the brandmarkto white

Day ofCaring

of Anytown

Never extract the words“United Way” from the brandmark

Never extract any of the graphicelements contained in the brandmarkto use separately

Brandmark:Unacceptable usesThe consistent and correct application ofthe United Way brandmark is essential. Always follow the standards presented in these guidelines. The examples on this pageillustrate some of the unacceptable uses ofthe United Way brandmark.

Note: Never attempt to redraw or rescale theelements of the brandmark or addother graphic elements to itspresentation. Do not extract any of thegraphic elements contained in thebrandmark to use separately. Seeexceptions for video, animation andinteractive on page 4.11.

2.7 Brandmark usageUnited Way Brand Identity Guidelineswith Brand ArchitectureVersion 2.0 © United Way of America 2008

11

Never substitute type in the brandmark Never alter the colors in the brandmark Never separate the symbol from theUnited Way name

Never put other words or phrasesinside the brandmark

Never tilt the brandmark Never distort the shape of the brandmark

Never alter the shape of thebrandmark in any way

Never add elements inside the brandmark

Never add elements over the brandmark Never add a local name inside the brandmark

Never rearrange the elements of thebrandmark

Never reverse the brandmarkto white

Day ofCaring

of Anytown

Never extract the words“United Way” from the brandmark

Never extract any of the graphicelements contained in the brandmarkto use separately

unacceptable usesThe examples below illustrate some of the unacceptable uses of

the United Way brandmarks.

LIVE UNITEDTMNever lock up both the tagline and the local identifier to the brandmark.

3.4 Branding

United Way of Central MarylandMarketing Resource Guide

Version 1.0 - July 2008

LIVE UNITEDTM Tagline and Call to Action Lockup TreatmentsLIVE UNITED is our tagline and it is our primary marketing message.

Give. Advocate. Volunteer. is our call to action.

The tagline and call to action must always appear as shown on this page or in one of the color variations shown here. Never attempt to redraw or rescale the tagline or thecall to action in relationship to the brandmark or add other graphic elements to its presentation. For your convenience, we have created logos for staff to use. They can be found with the other logos (on the H:Drive\UW Branding\LOGOS).

The call to action should only appear above the national brandmark and the LIVE UNITED tagline. Never alone.

The national logo is the only logo to appear directly next to the LIVE UNITED tagline. This is called the lockup. Never use our localized logo here.

If you wish to use the localized logo, it must appear at the right side of the document and the LIVE UNITED tagline should appear opposite of it, on the left side of the page. No exceptions (see example directly below).

LU&CalltoAction_4c.jpg (full color logo - shown here)

LU&CalltoAction_b.jpg (blue colored logo)

LU&CalltoAction_k.jpg (black colored logo)

LiveUnitedwLogo_4c.jpg (full color logo - shown here)

LiveUnitedwLogo_b.jpg (blue colored logo)

LiveUnitedwLogo_k.jpg (black colored logo)

LiveUnitedwLogo_k.jpg (black colored logo)

LiveUnitedwLogo_b.jpg (blue colored logo)

Ex: Tagline and localized logo sample

1) The Live United tagline, Call to Action and national logo lockup

2) The Live United tagline and national logo lockup

3) The Live United tagline only. *Must accompany United Way logo somewhere close by.

3.5 Branding

United Way of Central MarylandMarketing Resource Guide

Version 1.0 - July 2008

LIVE UNITEDTM Stock ImagesA variety of stock images have been supplied for you to use. LIVE UNITED portraits capture the personality of the individual and enable the viewer to establish an intimate, engaging connection with the subject.

Please remember to consider the diverse ethnic make-up of the region when selecting photos.

Note: When inserting these images, the background should be a seamless white or off-white. Adding your own graphic elements to these images (hats, hearts, flags, etc.) is prohibited.

These LIVE UNITED portraits, and many others, can be found at...

H:Drive\UW BRANDING\Live United Images