BRAND GUIDELINES: WHO WE ARE & HOW WE LOOK
CONTENTS 1
Introduction What is UD Miracle?
18 Typography Gotham Rounded
3
Brand Positioning The Movement
20 Photography Direction Event Photography
5
Brand Language Let’s Talk: UD Miracle
22 Photography Direction Brand Photography
8
Color Palette
23 Photography Direction People Photography
11 Logo Usage Flame Logo 14 Logo Usage UD Miracle Primary Logo 16
Logo Usage Flyerthon Logo
24 Apparel & Merchandise Ideas and Direction
INTRODUCTION
We may not know what it is like to hold our breath, waiting to hear how our child’s surgery went. We may not know how it feels to go through chemotherapy. But what we do know is that we can do something about it. We are one generation fighting for the next. UD Miracle, affiliated with the University of Dayton, is 1 of over 300 nationally recognized Miracle Network Dance Marathon organizations across the United States. UD Miracle has an unwavering mission to raise funds and awareness for Dayton Children’s Hospital—our local Children’s Miracle Network Hospital. Our mission allows us to help those in our community who need it most. We believe that no child, nor family, has to fight child illness alone. UD Miracle is an extension of Miracle Network Dance Marathon, Children’s Miracle Network Hospitals, the University of Dayton, and Dayton Children’s Hospital. Our brand represents all of these organizations in some capacity. We strive to be recognizable, and to maintain an impecable reputation that represents these phenomenal organizations on local and national platforms. Our brand identity is not simply our fonts, logos, and colors; it is a visual representation of our organization. This guide outlines the rules and guidelines for correct usage of our brand assets. Commitment to using our brand assets correctly ensures the retention of UD Miracle’s identity and integrity, as well as the organizations we are affiliated with.
| INTRODUCTION
WHAT IS UD MIRACLE?
2
BRAND POSITIONING
Miracle Network Dance Marathon is a movement benefitting Children’s Miracle Network Hospitals, a non-profit organization that raises funds and awareness for more than 170 pediatric hospitals across North America. Fortunately, Dayton Children’s Hospital is one of these pediactric hospitals. Dance Marathon often refers to their initiative as a “movement”—that being the movement to end child illness. Aligning with Dance Marathon, UD Miracle has been a part of this movement since 2000. Our brand reflects our dedication to, and involvement with, this movement. UD Miracle has positioned itself adjacent to Dance Marathon, so it is important that our branding is consistent with Dance Marathon. Dance Marathon has successfully created a recognizable brand that generates tremendous awareness and support for CMN Hospitals; by positioning ourselves with Dance Marathon, we aspire to have the same success.
| BRAND POSITIONING
DANCE MARATHON: THE MOVEMENT
4
BRAND LANGUAGE
UD Miracle’s image is comprised of two factors: the way we present ourselves visually and the way we discuss our brand through writing and word of mouth. Focusing on the latter, the language used to talk about UD Miracle needs to be clear, specific, and consistent. Every facet of UD Miracle has specific terminology attached—internally and nationally—so it is important to avoid variations. On the following page you can find a breakdown of our most important titles and terminology.
| BRAND LANGUAGE
LET’S TALK: UD MIRACLE
6
LET’S TALK: UD MIRACLE OUR EVENT:
OUR EXECUTIVE BOARD:
UD Miracle (abbrev. UDM)
President
Flyerthon
External Vice President
Miracle Network Dance Marathon (abbrev. MNDM)
Internal Vice President
Incorrect: UDDM, UD Dance Marathon
Director of Operations
OUR HOSPITAL:
Campus Relations Chair(s)
Dayton Children’s Hospital
Greek Relations Chair(s)
Incorrect: The Dayton Children’s Hospital, Dayton Children’s, Children’s Hospital
Morale Chair(s)
THE MOVEMENT:
Marketing Chair(s)
Children’s Miracle Network Hospitals (abbrev. CMN Hospitals) Incorrect: CMNH, Children’s Miracle Network, CMN Children and their Families THE FAMILIES: Miracle Family* Miracle Kid(s)* Miracle Teen(s)* *Always capitalize
Entertainment Chair(s)
Finance Chair(s) Family Relations Chair(s) Hospital Relations Chair(s) Mini Marathon Chair(s) Staff Adviser CMN Hospitals Adviser
| BRAND LANGUAGE
7
COLOR PALETTE
UD Miracle’s logo, the same as Dance Marathon’s, is a flame. The flame represents the passion that is ignited in every individual that has joined the movement to end child illness. According to Dance Marathon, the flame will continue to burn until the end of child illness. Our logo acts as a constant reminder of the resiliency of the children treated at CMN Hospitals as well—signified by the shape of the CMN Hospitals balloon in the center of the flame. Although our logo aligns with Dance Marathon, our colors align with the University of Dayton. By staying true to the University of Dayton’s brand colors, we are consistently representing our school on a national level through Dance Marathon. From the University of Dayton’s brand guide, UD Miracle’s brand colors are Red Scare, Flyers Blue, Snow Day, and Black (Snow Day and Black being our secondary colors.) Logo usage and color application are explained on the following pages.
| COLOR PALETTE
UD MIRACLE FLAME
9
10
| COLOR PALETTE
COLOR PALETTE RED SCARE Pantone 206C C=9 M=100 Y=82 K=1 R=215 G=0 B=54 #D70036
Secondary Colors
Pantone 287C C=100 M=91 Y=17 K=6 R=0 G=47 B=135 BLACK
SNOW DAY
C=75 M=68 Y=67 K=90 R=0 G=0 B=0 #000000
C=75 M=68 Y=67 K=90 R=0 G=0 B=0 #000000
#002F87
FLYERS BLUE
LOGO USAGE
12
| LOGO USAGE // flame
FLAME USAGE
UD Miracle Flame Guidelines Keep clear space around the flame to ensure that it is not obstructed in any way The surrounding clear space should equal the height of match head at the base of the logo. The logo proportions should be maintained when scaling; do not stretch, skew, or contort the logo. Color variations can be found on the next page.
13
Option A: Full Color (Red Scare and Flyers Blue)
| LOGO USAGE // flame
FLAME VARIATIONS
Option B: Solid White (Snow Day)
Option C: Solid Black
Primary Logo Guidelines Keep clear space around the logo to ensure that it is not obstructed in any way The surrounding clear space should be equivalent to the width of the hidden balloon in the center of the flame. The logo proportions should be maintained when scaling; do not stretch, skew, or contort the logo. Color variations can be found on the next page.
| LOGO USAGE // primary logo
PRIMARY LOGO
14
15
| LOGO USAGE // primary logo
PRIMARY LOGO Option A: Full Color (Red Scare and Flyers Blue)
Option B: Solid White (Snow Day)
Option C: Solid Black
Flyerthon Logo Guidelines Keep clear space around the logo to ensure that it is not obstructed in any way The surrounding clear space should be equivalent to the width of the hidden balloon in the center of the flame. The logo proportions should be maintained when scaling; do not stretch, skew, or contort the logo. Color variations can be found on the next page.
| LOGO USAGE // flyerthon
FLYERTHON LOGO
16
Option A: Full Color (Red Scare and Flyers Blue)
Option B: Solid white (Snow Day)
Option C: Solid black
| LOGO USAGE // flyerthon
FLYERTHON LOGO
17
TYPOGRAPHY
UD Miracle’s primary typeface is Gotham Rounded. The approved typeface weights for our organization are: light, medium, and bold. By choosing Gotham Rounded as our primary typeface, we are aligning ourselves with Miracle Network Dance Marathon, as this is the national organization’s brand font as well.
| TYPOGRAPHY
TYPOGRAPHY
19
Gotham Rounded Light is suggested for body copy, Gotham Rounded Bold is suggested for headlines, and Gotham Rounded Medium can be used for body copy or headlines.
Gotham Rounded Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Gotham Rounded Medium
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Gotham Rounded Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
PHOTOGRAPHY
Event photography includes candid photos of people engaging with UD Miracle at our events. Event photography should be genuine, candid, and portray real examples of what our events are like.
| PHOTOGRAPHY // event
EVENT PHOTOGRAPHY
21
Brand photography includes any photos that display our logo, Dayton Children’s Hospital’s logo, CMN Hospitals’ logo, or otherwise support our brand and mission. This includes use of “FTK” and “For the Kids”, and other language associated with our brand. Brand photography helps to spread familiarity and awareness; it’s especially useful for social media.
| PHOTOGRAPHY // brand
BRAND PHOTOGRAPHY
22
People photography includes any photos of people attending UD Miracle events. This includes, but is not limited to, Miracle Kids, Exec Board members, Greek Life, families, active participants, Raiderthon Exec, and University of Dayton faculty and staff. These are typically not candid, as candid photos are included in event photography.
| PHOTOGRAPHY // people
PEOPLE PHOTOGRAPHY
23
APPAREL & MERCHANDISE
APPAREL & MERCHANDISE Below are apparel and merchandise examples from Flyerthon 2018.
For any questions regarding UD Miracle and our brand, contact udmiracle@gmail.com Style Guide Prepared by External Vice President Emily Gorenc, 2018