Branding Guide - Big Brothers Big Sisters

Branding Guide
Table of Contents
3
Our Mark
5
Our Color
8
Our Fonts
9
Our Brand
11
Our Message
14
Logo Usage and Application
2
This branding guide was created by the North Texas Marketing staff in conjunction with the National
Office of Big Brothers Big Sisters of America. Brand guidelines, graphic and color selections were all
established through the Brand New Thinking market research which was conducted at the national
level in 2001. If you have any questions regarding the materials included, please contact the Publications
Manager in the Marketing Department at 972-573-2336.
Our Mark
3
The Big Brothers Big Sisters grapic identity is composed of two parts: the logo and the logotype (together,
referred to as the mark). Here is how the logotype and the logo can be used seperately:
LOGO
LOGOTYPE
Here are the four different examples of how the mark can be used:
VERSION A - “PLAIN”
VERSION B - “PLAIN”
VERSION A - “BOXED”
VERSION B - “BOXED”
It is critical that this mark be kept consistant and distinct. All offices, and their vendors, should conform
to the configuration and standards for the mark as outlined in this section. Any questions may be directed
to the Publications Manager at 972-573-2336.
4
RULES OF USE
Below are some rules that you can follow on how to and not to use our mark. This mark is not
open to reinterpritation or modification by anyone. Make sure that you contact the Marketing
Department with any questions.
DO
DO NOT
• Reproduce the mark consistently in all
your publications and visual materials
• Modify, recreate, redraw, or reproportion the logo or
the logotype
• Ask the Marketing Department for help
if you have a vendor that needs the logo
• Attempt to customize the name (logotype) in word
processing
• Reproduce the mark in the colors
specified in this book
• Tilt the mark from the axes shown
• Allow the mark to stand distinct and
clear of any other mark or text
• Use the “B/heart” as an element in any design, as the
first letter of a word
• Use the logo and logotype separately, if
needed, but ensure that the mark
appears intact, and prominently,
somewhere in the publication
• Separate the two figures of the logo
• Add photography or any other “art” element
• Inadvertently scale (stretch/condense) the mark in
word processing
• Incorporate the mark into another logo or any other
type of illustration, nor obscured with type or other
graphic elements
5
Our Colors
The BBBS Color Palette
The BBBS color palette comprises eleven Pantone® inks (which may be printed as spot
color or as full-color) and a metallic gold. The primary color break of the BBBS mark
is 2592 purple or 2603 purple and black. The palette is suggested for use in any document
or visual presentation, but it is not an option to print the mark in positive in colors other than
white, black, metallic gold, or the colors shown on page 6. Examples of the mark reversed from
a solid color are on page 7.
So what is a Pantone ® ink (or color)? It is an industry standard color management system for printer
color reproduction. Pantone uses exact percentages of cyan, magenta, yellow, and black or (CMYK)
to create colors for printing. You can find the CMYK mixture of each of the colors listed below the
Pantone number. They are listed respectively. So Pantone 123 has 0% Cyan, 24% Magenta,
94% Yellow and 0% Black.
Big Brothers Big Sisters Color Palette
The colors shown below are the Big Brothers Big Sisters color palette. The first line gives the Pantone® spot
color specifications; the second line gives the custom process color breaks. (Note: most of these cmyk
breaks are custom mixes, not the default break from spot color.)
Pantone 123
0-24-94-0
Pantone 314
100-0-9-30
Pantone 2592
65-92-0-0
Reflex Blue
98-80-0-0
Process Blue
100-0-0-0
Warm Red
0-79-100-0
Rhodamine Red
0-100-0-0
Pantone 361
69-0-100-0
Secondary Color Palette
Below is the secondary palette for Big Brothers Big Sisters materials. Any of these colors are optional.
Pantone 138
0-38-94-0
Pantone 548
100-18-0-65
Pantone 2603
79-0-100-6
IMPORTANT: The colors in this document are created in process color. Please refer to the
Pantone® Formula Guide for true versions of spot color inks.
Pantone 872
(Metallic Gold)
6
Print Color Specifications
Main BBBS Color Specification
2592 Purple/Black is the preferred color break for the mark, in any version. (The B Version-Plain and A Boxed
Version are shown below as examples.)
Other Permitted Color Breaks
The mark may also appear as entirely 123 yellow, or in all purple if printing a one-color document. (See next page
for “white” permutations.)
RULES OF USE: Color of the Graphic Identity
The Big Brothers Big Sisters mark may be printed:
• as 100% black, 100% white (reversed), or metallic gold, and
in the colors shown above. Do not print the mark in any other color.
7
Color Variations cont’d.
Reversing the Mark
The graphic identity may be reversed in white from any color, or from black. (Do not print the mark in positive
in any color except as noted on the previous page.)
Pantone 123
0-24-94-0
Pantone 314
100-0-9-30
Pantone 2592
65-92-0-0
Warm Red
0-79-100-0
Process Blue
100-0-0-0
Pantone 361
69-0-100-0
Rhodamine Red
0-100-0-0
Reflex Blue
98-80-0-0
Digital Media and the Web
The following formulas may be used to represent the BBBS color palette in digital media.
Spot:
123 Yellow
2592 Purple
314 Teal
361 Green
Warm Red
Process Blue
Rhodamine Red
Reflex blue
RGB:
255-204-0
102-0-153
0-153-153
0-153-51
204-51-0
51-153-255
204-0-153
0-0-153
Web:
FFCC00
660099
009999
009933
FF6600
3399FF
660099
000099
Our Fonts
Any printed or online material produced for Big Brothers Big Sisters should use the typefaces listed
below. It is very important to use only these typefaces to make sure that the public sees consistancy
these materials that represent us. This helps to keep our brand distinct so that it is not confused with
any other organization.
8
Our Brand
9
Brand Assets
• Enviable awareness
• Generally well-understood mission
• Good reputation and good will
• “purity of purpose”
• A target audience that, for the most part, cares about kids and enjoys being with them
Brand Liabilities
• Emotional barriers that might be even more formidable than practical ones (time and convenience)
• A severe “intimidation barrier” exists, driven by widely-held perception regarding the “Little”...
• expectation of severe need
• child from single parent HH
• desperately needy of a substitute parent
• probably surrounded by inner city squalor
• Regarding the “Big”...
• feelings of unworthiness
• too “human” to be a mentor
• lacking the requisite skills and abilities
• not emotionally prepared to become a “parent”
• to a child who so desperately needs one
• Regarding the Relationship…
• nebulous, without form or boundaries
• probably a 24/7 job
• undefined -- from the literal, “What will I do with the child?”, to the profound:
“Where does my role begin and end?
Brand Challenge
• Build upon the positive equity and awareness of BBBS
• Break down the intimidation barrier and translate the latent good feelings people have toward children into action
How Do We Meet This Challenge
• Leverage two critical insights…
• Prospects need to feel that becoming a BIG to a child will be a gratifying experience for both parties
• Prospects need to envision themselves in a role other than a “fill in” mother or father
• A role that…
• implies reasonable emotional and practical boundaries
• they can feel worthy of
• they instinctively know how to do
• inspires and uplifts them
10
The Change Agent (or, Catalyst, Magician, Weaver of Dreams, Opener of Doors)
• Brings a little magic into the life of a child…
• shares the little moments and experiences that spark imagination, delight and hopefulness
• creates a sense of delight in one’s self and in the world, and a belief in possibility
• the magic is shared equally by BIG and LITTLE
• sprinkles some sparkle and light on an otherwise difficult and sometimes dreary world
…magic that transforms both the BIG and the LITTLE, forever
Portraying Our Brand
• When portraying BBBS to volunteers...
• We are NOT
• Clinical
• Rescue
• “Earth-shattering”
• Social-service
• Results-focused
• Staid
• Saving
• Single burden
• Life-long commitment
• Fixing
• Inner-city
• Economically-driven
• Parental/surrogate parent
• Limited
• Overcoming obstacles
• Magic
• Reciprocal
• Impactful
• Mutually rewarding
• Experience-focused
• Energetic
• Gratifying
• Community Supported
• Emotionally fulfilling
• Without socio-economic
associations
• Rich in immediate
experience
• We ARE
• Being a friend
• Experience-sharing
• Universal
• enabling transformation
• Needy
• Victims
• When portraying the Littles to volunteers...
• Littles are NOT
• Worthy
• Deserving
• At-risk
• Littles ARE
• Energizing
• Resourceful
• Responsive
• Promising
• Responsible
Our Core Message
11
Overview Statement
Big Brothers Big Sisters has been the nation’s preeminent youth-service organization for over a century. Our
service is based on our volunteers that serve as mentors to children. We have proven success in creating and
nurturing, safe, and positive relationships that have direct, measurable and lasting impact on the children
served though our program.
Regional Mission Statement
The mission of Big Brothers Big Sisters is to enrich, encourage and empower children to reach their highest
potential through safe, positive, one-to-one mentoring relationships.
Regional Vision Statement
To become the preeminent youth services organization in North Texas by providing mentors to 15,000
children by the year 2010 and ultimately, to every child who wants or needs one.
Language When Speaking about Bigs
(Appropriate for Recruitment/Volunteer/FamilyAudiences)
“Little Moments. Big Magic.”
Big Brothers and Big Sisters are, foremost, friends to children: They share everyday activities—exploring new
horizons, and experiencing the joy that simple moments of friendship can bring. Within those little moments
lie the big magic that a Big Brother or Big Sister brings to the life of a young person.
Being a Big Brother or Big Sister is something that you can do. The only requirements are a willingness to
make a new friend and a desire to share some fun with a young person. Our volunteers consistently say that
being a Big is even more enjoyable and fulfilling for them than it is for their Little. Independent studies have
proven that mentoring through our program has a direct, measurable and lasting impact on the children
served.
Having a life changing impact on a child is as easy as incorporating a child into the life you are already living
just a few hours each month. Children who have that Big Brother or Big Sister in their are less likely to engage
in violence, are less likely to begin using drugs and are more likely to graduate from high school.
Language When Speaking about BBBS Service
(Appropriate for supporters, donors, partners, et al)
“We Are An Organization You Can Trust.”
Youth development experts agree that, in addition to their parents, children need additional supportive, caring
adults in their lives. BBBS works closely with parents to match every child with the right Big Brother or Big
Sister. Each potential Big is screened, trained, and supervised to help ensure that the relationship will be safe
and rewarding for everyone involved.
Nationally, Big Brothers Big Sisters serves hundreds of thousands of children in over 5,000 communities
across the country and we are continually growing. Locally, our goal is to provide Bigs to 15,000 children by
2010.
Professionals in youth development support these individual, responsible relationships. National research has
shown that the shared experiences between Bigs and Littles have a direct and lasting impact on children’s lives.
A Big can help a child discover a world of possibilities and opportunities simply by being a genuine friend.
No other organization is doing the quality of work that Big Brothers Big Sisters does, or has the proven results
we have. That is why America counts on Big Brothers Big Sisters.
12
Selling Proposition - Volunteers
Being a mentor is not about changing your life to accommodate a child, it’s about including a child in the life
you are already living. By involving a child in your ordinary day, that child learns from your actions, develops
trust in your friendship and views life beyond his everyday experiences.
Watch the ordinary become extraordinary in the life of a child. Become a Big Brother or Big Sister.
Selling Proposition- Donors
Corporate and individual support is vital to provide mentors for children in our community. In these complex
and confusing times, children need a caring adult to be a mentor and a friend — someone they can talk to,
have fun with, and learn from.
Independent research shows that our mentoring works. Kids with a Big Brother or Big Sister are less likely to
demonstrate violence, are less likely to begin using drugs and alcohol, and are more likely to graduate from
high school. Support Big Brothers Big Sisters and support the future success of our children.
Our Tagline
Big Brothers Big Sisters consistently uses two taglines. Please contact the Marketing department if you have
any questions. Any variations of the wording or appearance of these taglines must be approved by the Marketing
department.
General Volunteer Tagline -This tagline can be used on any promotional materials, especially when it will be
used for soliciting volunteers.
Little Moments. Big Magic. (Myriad Typeface)
Little Moments. Big Magic.™ (Century Old School Typeface)
General Donor Tagline -This tagline can be used on any promotional materials aimed at soliciting donors:
Little Moments. Big Magic. Huge Impact. (Myriad Typeface)
Little Moments. Big Magic. Huge Impact.™ (Century Old School Typeface)
13
Written Program Descriptions
25 Word
Big Brothers Big Sisters is the premier one-to-one youth mentoring organization with proven success in
creating safe positive friendships for children, volunteers, families and communities!
50 Words
As the premier one-to-one youth mentoring organization, Big Brothers Big Sisters provides mentors to
thousands of children. Independent research demonstrates that the agency’s model of safely providing
professionally supported one-to-one relationships has a direct and measurable impact. In just four hours a
month, children’s lives are changed through mentoring.
100 Words
Big Brothers Big Sisters is the oldest and most effective youth mentoring organization in the United States.
Independent research proves that the Big Brothers Big Sisters’ model of safely providing professionally
supported relationships between young people and adult mentors has a direct, measurable and lasting
impact. Children with a Big Brother or Big Sister in our program are less likely to begin using drugs and
alcohol, less likely to be involved in violence and more likely to graduate from high school. In just four hours
a month, a child’s life can be changed by a Big Brother or Big Sister.
Logo Usage
14
Those requesting to use the BBBS logo for external promotional activities must first submit a Logo Usage
Request Form to the following:
Vice President of Marketing
Big Brothers Big Sisters
205 West Main
Arlington, TX 76010
All logo usage submissions received by BBBS will be reviewed on a case-by-case basis by the leadership team.
Consideration for logo usage will be weighed heavily towards those companies, public agencies or community
organizations that meet the following criteria:
1. Have youth mentoring among its top community service priorities
2. Have an established partnership with BBBS through either cause marketing; core
programming such as school based mentoring or Amachi Texas partnerships; public partnerships
through local, state or federal conduits; and other significant volunteer recruitment organizations
and fund development sponsors and major donors.
3. Do not promote or exercise any particular political or social agenda.
4. Agree to comply with all brand standards established by the BBBSMarketing Department in
relation to logo presentation and usage.
Upon review, you will be notified in writing of the final decision within 10 days.
If you have any questions regarding the materials included, please contact the Publications Manager in the
Marketing Department at 972-573-2336.
Logo Use Request Form
Date of Request: _______________________
Name of Organization: _________________________________________________________________
Type of Organization: ___ Corporate/Business ___ Community Organization ___ Media ___ Other
Address: _____________________________________________________________________________
City: _____________________________ State: __________________ Zip: _______________________
Phone # : ________________________________________ Fax #: _______________________________
Website Address:______________________________________________________________________
Who do we contact regarding this request: _________________________________________________
Phone #: __________________________________________ email: ____________________________
What is the nature of the use of our logo? (Please check as many as apply)
___ promote BBBS
___ promote BBBS partnership
___ recruit mentors
___ raise funds
___ promote a BBBS event
___ other
Where do you intend on using the logo? (Please check as many as apply)
___ printed collateral
___ print advertising
___ outdoor advertising
___ event signage
___ website
___ other
Are you an existing BBBS partner
___ Yes ___ No
Do you currently donate to BBBS?
___ Yes ___ No
Do you currently provide mentors to BBBS ?
___ Yes ___ No
Thank you for your request. All requests are considered via a formal review process.
Big Brothers Big Sisters will contact you shortly to discuss your request.