2016 AUTISM SPEAKS BRANDING GUIDE

Transcription

1 2016 AUTISM SPEAKS BRANDING GUIDE

2 Why do we need brand guidelines? As awareness of autism has increased, so have the number of organizations and businesses using the autism platform as an opportunity to draw attention thier own objectives. It is increasingly difficult to stand-out and be remembered. The puzzle-piece has become, to many, synonymous with autism in general. The best way to differentiate Autism Speaks from the crowd is to present a clearly defined and consistent image. A strong identity is vital because it represents an organization s reputation in the eyes of the public and strengthens and maintains their loyalty. It is important that when people see our blue puzzle piece they recognize that they are seeing Autism Speaks and not any other autism organization. This requires us to understand how and when to use our Autism Speaks trademarks. It requires us to protect the use of our brand and only share it with approved partners and sponsors who benefit Autism Speaks and meet our high standards. The goal is not to limit creativity, but to provide direction for maintaining a strong organization identity. Who should use this guide? Autism Speaks staff and partners should use these guidelines when designing or producing materials. Staff who develop corporate sponsorships, 3rd party fundraisers or events should discuss these guidelines during initial negotiations. Field staff or others in contact with volunteers doing design work to promote events should ensure strict guideline enforcement. What can a strong brand do? Heighten public awareness Reinforce our mission Promote credibility and trust Differentiate us from other autism groups Synergize our individual efforts Enhance fundraising potential How do we display a strong brand? At Autism Speaks, we reinforce our brand through consistent messaging in: Our Color Our Logo Our Voice Our Programs Our Photography and Imagery Our Media Our Digital Assets Our Typeface Our Style of Materials Our Signature and, most importantly, our Ambassadors YOU! QUESTIONS? Contact the Autism Speaks Marketing & Licensing Department for assistance.

3 The Autism Speaks Brand The core of the Autism Speaks identity lies in its reputation as a trusted source for sound, solid information and resources regarding autism whether it be to help connect people with autism to services and supports; families who just heard the words, your child has autism, and need a place to turn; legislators who want factual evidence to build awareness and gain support; or volunteers and sponsors who need to trust that their time, talents and treasures are being given to a worthy organization. Determined, Trusted, Compassionate, Evidenced-based these are the words that describe Autism Speaks and that best illustrate the strength and resilience of our organization in its commitment to find the answers to the questions surrounding autism. Brand Mission Autism Speaks is enhancing lives today and accelerating a spectrum of solutions for tomorrow. Brand Position Autism Speaks advocates for all individuals and families affected by autism and is viewed as a leader in autism science and advocacy throughout the world. Every member of the Autism Speaks staff is an ambassador committed to supporting our mission. Leader Single-minded Brand Personality Commitment Differentiation We express our convictions regarding autism with assertiveness and compassion, backed by evidencebased research, while remaining fair-minded and respectful of differing views. Our approach is honest, forthright, hopeful and optimistic. Determined Trusted Compassionate Evidence-based Brand Messaging Tone and Manner Autism Speaks uses a tone that is approachable and reassuring to the individuals and families we serve; yet resounds with strength, confidence and commitment as a dedicated public advocate. Our message is delivered in a clear, concise, knowledgeable, and sensitive manner.

4 Autism Speaks Branding and Style Guide This Branding and Style Guide has been developed to showcase the Autism Speaks brand with acute integrity. It provides the key graphic elements and guidelines that must be followed for the development of any and all Autism Speaks creative materials (print, video or web). Included is everything from logo treatments to color palette and fonts. This resource is intended to give you the tools for proper use of the Autism Speaks brand. Special design requests should be submitted to the Marketing and Licensing Department for review and consideration. The Autism Speaks Style Guide provides information for the writing and design of Autism Speaks documents and organization terminology. Corporate Mark File Name To Request: AS Centered Stacked Logo.eps This logo represents the complete trademarked logo lock-up (combination of puzzle piece and organization name) with register mark. This should be your first choice whenever possible, especially on a white background. This stacked flat logo version should be used whenever possible. This logo is suitable for 1-color and 4-color print and/or web. This trademark consists of the puzzle piece logo and the words AUTISM SPEAKS (logo font), which must always appear together as a lock-up. These logo lock-up elements must never appear separate from one another without express permission from the Marketing and Licensing Department.

5 CORPORATE ID, FLAT LOGO/1-COLOR File Name To Request: AS Centered Stacked Logo.eps The puzzle piece and Autism Speaks logo font is used for 1-color printing with the stacked version as your first choice for use. This logo lock-up is best suited for silk-screening and/or embroidering 3-D elements such as T-shirts, duffel bags, golf balls, etc., as well as 1-color printed elements. One-color choices include PMS Blue 279, 75% black and knock out white. When a background color is required, your color choice must be made from those provided in the approved Color Palette. (See Color Palette section on page 8) File Name To Request: AS Centered Stacked Logo (75% K).eps File Name To Request: AS Centered Stacked Logo (KO white).eps

6 File Name To Request: AS Horizontal Stacked Logo.eps There should be equal clearance around the entire logo lock-up that measures the width of the AU in autism. CORPORATE ID, Flat Logo Horizontal File Name To Request: AS Horizontal Logo.eps In cases where the stacked logo is unsuitable for the nature and size specifi cations, a horizontal version of the logo is available. It is always a second choice to the stacked version. Select this logo presentation where the visual orientation of the layout is horizontal and narrow in height; e.g., web banner, pen, pencil, ribbon, etc.

7 Trademark Rights Notice Footnote The trademark rights notice footnote copy must appear at least once in website, intranet or authored or co-authored materials like powerpoint presentations, tool kits, Walk Team books, published or unpublished papers requiring authorized permission for copy or use. Use the approved language provided here Autism Speaks Inc. Autism Speaks and Autism Speaks Design are registered trademarks owned by Autism Speaks Inc. All rights reserved. The use of unaffiliated representatives for endorsement, advertising, promotional and sales material is prohibited by law. Trademark Basics The Autism Speaks trademark is the blue puzzle piece design in combination with the Brand name (AUTISM SPEAKS). The words AUTISM SPEAKS are also trademarked. This trademark consists of both words and design, and impacts consumers in such a way that they immediately connect it with Autism Speaks. To maximize our ability to protect the trademark, you must keep these rules in mind as materials are created: Always use the trademark as an adjective, not as a noun or verb (never: Autism Speaks To Me!) Always use the trademark designation symbol ( ) immediately following the trademark 2016 Autism Speaks Inc. Autism Speaks and Autism Speaks Design are registered trademarks owned by Autism Speaks Inc. All rights reserved. The use of unaffiliated representatives for endorsement, advertising, promotional and sales material is prohibited by law. Type should be 6 pt in size minimally. It appears in either 100% black, 75% black or KO s to white. It should be set in Helvetica Neue 57 Condensed or Arial Narrow. Word Mark The Autism Speaks mark must stand out from its surrounding text to establish ownership of the word mark. When Autism Speaks first appears in a headline or sentence, it must appear in distinctive type (e.g.,italicized in sentence text) and include the trademark emblem. This rule applies to each individual page of written communication, brochure ad, web page, etc. Always use the trademark rights notice on materials authored or coauthored by Autism Speaks including tool kits, presentation materials, Walk Team books, or published and unpublished papers requiring authorized permission for copy or use Do not modify the trademark (never: Autism Speaks-like) Do not abbreviate the trademark in public use (never: AS) Founded in February 2005, the goal of Autism Speaks is to change the future for all who struggle with autism spectrum disorders. Generous volunteers served on the event, which benefited the work of Autism Speaks, the world s largest autism science and advocacy organization. 1 2

8 Usage Altering the logo diminishes the value of our trademark and could cause Autism Speaks to lose trademark rights. If you have any questions, please contact the Marketing and Licensing Department. Other uses not presented here may be submitted to the Marketing and Licensing Department for review and consideration. DO NOT 1. Separate the puzzle piece from the Autism Speaks type. The puzzle piece should never stand alone. 2. Separating AUTISM SPEAKS type from puzzle piece requires Marketing approval. DO NOT 3. Illustrate, reinterpret or alter the logo in any manner. 4. Cartoon or animate logo. 5. Place photos or any graphics over or inside puzzle piece. 6. Create costumed character of piece. DO NOT 7. Place any text over logo. DO NOT 8. Use any unapproved fill color for logo. 9. Use 75% black fill for logo when printing in black and white. DO NOT 10. Group or use multiple logos in any arrangement without Marketing and Licensing Department approval DO NOT 11. Use any unapproved fill color for logo. DO NOT 12. Rotate/angle logo lock-up.

9 COLOR PALETTE: Corporate / Organizational / Departmental Communications The Autism Speaks corporate blue is PMS 279 coated. Other primary colors are dark blue, camel, and gray, which are used sparingly to provide a platform to showcase the blue. PMS 279 C C.68 M.34 Y.00 K.00 HEX# 418FDE PMS C C.100 M.68 Y.0 K.39 HEX# 002D72 FOR SPOT COLOR USE PMS 288 C PMS 468 C C.6 M.13 Y.41 K.4 HEX# DDCBA4 PMS Process Black C C.75 M.0 Y.0 K.0 HEX# 2D2926 The Use of Color Color is a critical component of the Autism Speaks brand. The color palette is purposely meant to be soothing, calm and comforting to reinforce the tone and manner of the Autism Speaks brand character. In addition, color should be used sparingly so that the content takes center stage. This is important so that the communication is approachable and easy to engage with. To ensure accurate color reproduction, always use the color values identified on this page. As color is directly influenced by the background upon which it appears, when printing or silk-screening, be sure to match the color as closely as possible to Pantone 279 (PMS) coated.

10 PRIMARY FONTS: TheSans is the preferred text copy font for Autism Speaks materials. However, Helvetica Neue 57 Condensed and Cronos can be used as alternatives. The Autism Speaks name is created in Cronos Bold. All fonts can be used to set headlines and can also be set in light and bold weights, if needed. Cronos Pro Regular Cronos Pro Bold Cronos Pro Semi Bold Italic TheSans Regular TheSans Bold TheSans Bold Condensed Oblique Helvetica Neue 57 Condensed Helvetica Neue 77 Bold Condensed Helvetica Neue 77 Bold Condensed

11 USE OF PHOTOS 1. Photos of people, and most notably the children, depicted must be on the spectrum when the context in which they are presented leads the viewer/reader to believe that they are. 2. All photographs used must have a signed release allowing Autism Speaks authorized use of the photograph. Parents must sign for children under 21. Releases must be submitted with the photograph to the Creative Director and maintained on fi le. A copy of the photo release form is available through the Marketing and Licensing Department. 3. Stock photography should never be used without prior approval by the Marketing and Licensing Department. Exceptions to this include the use of people not on the spectrum or in instances when the topic is generic in nature and a stock image is most appropriate (ie: Ad Council ads). Transitioning Tool Tool Kit Kit A For Subhead Families on Here? the Journey from Adolescence to Adulthood FAMILY SERVICES

12 Initiative Logos The core of Autism Speaks efforts are focused on Science and Research, Family Services, Advocacy and Awareness. Whenever initiative logos are used, they must remain in lock-up form with the Autism Speaks logo. FAMILY SERVICES autismspeaks.org/family-services Preclinical Autism Consortium for Therapeutics Program Logos Autism Speaks branded program logos should always be used in conjunction with the Autism Speaks puzzle piece logo. Program logos should be kept intact and not changed in color, shape or design unless authorized by Marketing and Licensing Dept.

13 Program Marketing Templates O P P O R T U N I T I E S Photo credit Lauren Gallery Photography S P O N S O R S H I P Photo credit Lauren Gallery Photography Standardized templates have been created for many Autism Speaks marketing initiatives. Please check with the Marketing and Licensing Department to obtain approved program templates for advertising, specific programs and events or to request customized creative services. Friday, April 10, 2015 Greater Hartford Kick-Off! Name of Walk Inserts Here Date of Walk with Location Inserted Here Chapter Name Walk Day, Month 00, 2016 University of Saint Joseph Crystal Room in Mercy Hall 1678 Asylum Avenue, West Hartford, CT 6:30 pm Dinner, Cash Bar and Networking 7:00 pm Program Begins 8:30 pm Program Concludes REGISTER TODAY! Please RSVP by April 1, 2015 AutismSpeaksWalk.org/URL #WalkTag GreaterHartford@AutismSpeaks.org Phone: Mail: mail in reply card Venue Name Street Address Town, State, Zip Name This is our SINGLE MOST POWERFUL EVENT to raise critically needed funds for research and awareness. Yes, sign me up to attend the event! I have completed this card. Photo credit Lauren Gallery Photography Photo credit Lauren Gallery Photography Check in Time: 00:00 am Walk Start: 00:00 am Please send information about the Walk to the address I have provided. City, Phone GREATER HARTFORD KICK-OFF! Friday, April 10, 2015 University of Saint Joseph Crystal Room in Mercy Hall 6:30 pm Please RSVP no later than April 1, 2015 OR REGISTER ONLINE NOW! Venue Line One Here City, State and Zip Here Autism Speaks Street Address, Suite # City, State AutismSpeaksWalk.org sponsor logo Company (if applicable) Mailing Address to GreaterHartford@AutismSpeaks.org or mail in card. Walk Title Day, Month 00, 2016 Team Name I cannot attend the Kick-Off but would like to receive Walk materials. AutismSpeaksWALK.org/WALKNAME People attending with me: State, Fax Zip

14 Corporate Branding The Autism Speaks logo is always used on Autism Speaks corporate materials and may be authorized for use by nationally licensed corporate partners according to usage guidelines The Triumph of Partnership Shining a Light on Autism

15 LOGO FILE TYPE ASSOCIATION R = Recommended File Type O = Optional File Type Which Logo to Use When Only EPS and PNG formats preserve background transparency EPS format is a vector image, while JPG an PNG are raster images Saving an EPS file as an EPS8 file should eliminate cross-platform problems and solve uploading issues for programs that require PC coding. PNG format is most suitable for web applications. Refer to the table on this page for detailed usage guidelines DESIGN APPLICATION EPS JPG PNG Banners/Signs R Embroidery R Excel Documents R O Online & s O R PowerPoint R O Promotional Items R Publisher Documents O R O Silkscreening R Vehicle Graphics R Video/Quicktime Movie R O Word Documents R O SOFTWARE NAME EPS JPG PNG Adobe After Effects R Adobe Illustrator R O O Adobe InDesign R O Adobe Pagemaker R O Adobe Photoshop R O O Adobe Premier Pro R O Cinema 4D R Dreamweaver R O R Final Cut Pro R O Microsoft Excel R O Quark Express R O Word Perfect R O 2016-External-1A 14