R.a.d.d. Branding Guide

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1 R.a.d.d. Branding Guide Running Against Driving Drunk An Associated Students club of Western Washington University Here s How to be R.a.d.d. The purpose of R.a.d.d. is to end drunk driving amongst college students and spread awareness of safe ways to get home. We want to support our college community by keeping everyone safe. The purpose of our branding guide is to continue a common brand in how we are viewed by our peers, students and faculty. Our branding guide will continue to prosper as we continue to expand. Our intention is to expand our presence and share knowledge with people of who we are. Our target audience is students at Western. Our branding guide establishes our identity, personality, position and voice as an Associated Student club at Western Washington University. It is a way for Western to understand who we are and what we stand for. Page 1 of 8

2 Table of Contents Branding Position.. 3 Branding Personality...4 Branding Voice.5 Branding Assets...6 Branding Guidelines Social Media...8 Page 2 of 8

3 Position Who We Are: Running Against Driving Drunk is a Western Washington University Associated Students club new to Western as of Spring Quarter The WWU chapter is part of a national club that was founded in Our mission is to get drunk drivers off the road; and while that is a large task, we hope to reach collegestudent drivers and encourage them to stay off the road after a night of drinking with friends. In doing so, R.a.d.d. incorporates many students from all disciplines on campus to form an alliance in order to hold each other accountable to practice safety when drinking. This particularly extends to resisting driving drunk and instead finding effective transportation alternatives when intoxicated. Our Position: To give our students and our community an opportunity to promote sober driving. We want all our members to be passionate and have a strong voice in their personal lives as well as in our club. We want everyone to want to make a difference and know that speaking up one time can save someone s life. Here are some key words to remember what we stand for: Make a Difference Be Heard Encourage Everyone Page 3 of 8

4 Personality An organization designed and run by students, R.a.d.d aims to promote both a fun and safe campus community. Accountable - We utilize campus alliances in order to foster a community that doesn t drive drunk Radical - We are fun and aren t afraid to show it Positive - We use humor and lightheartedness in our events and messages Alternative - A different way to combating drunk driving Inspiring - We use our real life stories to inspire others to change Edgy - We go against the grain Lively - We use hype to promote our cause Passionate - We care about the work that we are doing - and we show it! Page 4 of 8

5 Voice Our taglines are Get Hype. Get R.a.d.d. Be R.a.d.d. Don t Drive Drunk. The language we use is enthusiastic, encouraging, passionate and radical. As we are a new club on campus, our voice has to represent how enthusiastic we are about our future and our goals. To spread our mission, our voice has to be passionate to get people to know the seriousness of drunk driving. Our voice is not to preach but to use language that can be relatable to college students. Page 5 of 8

6 Assets This is our official logo. It should be on all official documents, letters and event advertising put on by R.a.d.d. The a.d.d. letters should always be lowercase following the capital R. The colors should not be changed. Our official color scheme is blue, orange, white and black. Orange and blue are our prominent colors, while white and black are treated as accent colors. We want to be as consistent with our colors as possible. Here are the Pantone s for all four of our colors: Blue Swatch: R=85 G=142 B=213 Orange Swatch: R=225 G=102 B=0 Page 6 of 8

7 Guidelines Our brand reputation is just as important as our mission. Without a strong reputation, what we stand for will be looked over. Our branding guide is designed to keep consistency within all our members so our message to our community is effective and respected. Consistency in our brand personality, voice and assets will keep us from being misrepresented. Page 7 of 8

8 Social Media When we use social media we should use language that is relatable to college students. We should not preach to not drink but rather use our twitter as a tool to spread information on how to stay safe after a night of drinking. What we share on our twitter should highlight the seriousness of drunk driving but also have fun with it. Share videos, photos and information that will relate with the college lifestyle of drinking. Never tell students to not drink, but share how to avoid driving drunk. Provide bus and taxi information when tweeting about how to get home safe. Refer to twitter etiquette document for specific guidelines. Page 8 of 8

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