BUILDING A STRONGER BRAND
American Red Cross of Greater Chicago Brand Specification Guide
BUILDING A STRONGER BRAND
table of contents
American Red Cross of Greater Chicago/Brand Specification Guide
introduction
01
from our CEO
02
the logo
03
proper logos
04
the logotype
05
background image
06
the symbol
07
desktop publishing tips
08
quick style reference
09
fonts
10
stationery system:
11
letterhead stationery system:
stationery system:
12
second sheet 13
cards, envelopes
service icons
14
secondary color pallette
15
icon applications
16
general issues
17
colophon
18
BUILDING A STRONGER BRAND
introduction
Visual identity is more than symbol, logotype and colours, and their application. It is also an attitude which extends to the appearance of everything that emanates from the organization. – John McDonnell Pentagram: The Compendium
American Red Cross of Greater Chicago/Brand Specification Guide
page 01
Just how important is a company or organization’s brand or image? Studies completed by Fischer and McNeal in the s showed that children as young as age three recognize brand logos, with brand loyalty influence starting at age two. A company’s positive image branding not only helps to ensure customer recognition but also general public recognition.
Many people know our organization as a single group, integrated as a national chapter, sharing resources, and don’t recognize that there is a local Chapter working to help the Chicagoland community. Therefore, we must push our image and brand even further to separate our Chapter on a national basis, and show the public what we can offer to them as the Greater Chicago Chapter.
The Greater Chicago Chapter has decided to modify some issues which were not resolved in the Graphic Standards booklet produced at the National level. It is our hope that we can work together as a Chapter to unify our brand and become a model to other Chapters on the value of recognizing and respecting our brand and adapting to attract more donors and clients.
By establishing and continuing to push our brand we are continually updating our image and keeping our organization up-to-date. In a time when numerous other charitable organizations offer many of the same programs and benefits which our Chapter does, it is imperrative for the Red Cross to stand out in the forefront as the leader and expert.
The Brand Specification Guide is a helpful device, which can help benefit everyone from a professional designer hired to work on a project, to an organization using our identity with our permission, to the general person working within the Chapter on a visual piece on their own. The Guide helps to maintain consistency of our Chapter’s appearance and can give the non-designer some ideas on how to make their pieces consistent with the image created by the Chapter. As we continue to push for recognition of our Chapter on a national level, it is important for our pieces to maintain the integrity and intrinsic value of our brand. Our brand is strong and trusted and we maintain this value.
The information in this guide must be followed in order to ensure the integrity of our brand. The pieces reflecting our Chapter and what we do must have a feeling of consistency, whether dealt with by using a logotype or the full logo, and our pieces must all reflect the brand of the American Red Cross of Greater Chicago. Occasionally, Marketing and Communications has ventured from national’s Graphic Standards in order to create more creative and innovative pieces. Please realize that Marketing and Communications may deviate slightly from the items you will find in the Guide in an attempt to create the most creative and powerful solution. However, we realize the importance of our brand and will not disrespect its visual impact. If you are planning on not using the Brand Specification Guide as it is written here or on adapting it for your own use, please consult with a Marketing and Communications professional.
Keeping our image current and consistent helps to do that. We have to consider the visual impact of our identity and the materials we produce. When we do not properly brand materials or bring our presence to the forefront, we risk integrity with our clients and becoming less prominent in our community.
BUILDING A STRONGER BRAND
from our CEO
Although the Designer creates the mark it is only the organization it represents which can give it meaning. Paul Rand has pointed out the trademark of Chanel only smells as good as the perfume it stands for. – Alan Fletcher Pentagram: The Compendium
American Red Cross of Greater Chicago/Brand Specification Guide
page 02
July , Lorem ipsum dolor et sit amet, consetetur a sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut uy labore et dolore edta magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis. Sincerely
William Braden CEO, American Red Cross of Greater Chicago
BUILDING A STRONGER BRAND
the logo
American Red Cross of Greater Chicago/Brand Specification Guide
The American Red Cross logo is one of the most recognizable brands in the nation. The logo, direct and forward in its presentation, stands out amongst a sea of other corporate identities. It is a rare logo in that it is a literal interpretation of our company’s identity. Many logos are abstract associations of a name or, image. However, the Red Cross logo is quite simply a red cross. Could it ever be anything else? More than likely not. It is a universal symbol that carries the message of help to our customers.
The current American Red Cross logo has undergone a “revamp” in the last several years, as you probably have noticed. The font for the organization’s name has changed from the serif font Clarendon (FIG 3.1) to a more modernized and updated sans serif font Akzidenz Grotesk (FIG 3.2) . More information on fonts can be found on page .
American Red Cross American Red Cross (FIG 3.1) original national logo
(FIG 3.2) revised national logo with slogan
page 03
The red cross logo should never be modified or redrawn. A variety of logo and logotype formats can be requested from Marketing and Communications for your use. Never attempt to substitute the font or reset the name yourself. Our current slogan being used on a national level for all chapter’s is “together we can save a life.” It is important for the visuals we produce to carry this slogan when appropriate. We feel the slogan is important for our customers to recognize, so we suggest that you incorporate the slogan “together we can save a life” on the majority of pieces your department produces.
BUILDING A STRONGER BRAND
proper logos
American Red Cross of Greater Chicago/Brand Specification Guide
There are two logo formats which our Chapter currently supports: a horizontal format (FIG 4.2) and a vertical format (FIG 4.3) . The format of logo which you use should be based upon which works visually for the piece you are producing. When financially possible, the American Red Cross logo must be used in full color with the logo appearing in (FIG 4.1) and the type appearing in full black.
We recommend always using the color logo. However, if it is not financially feasible to use the color logo, or it is impractical (: faxes), the appropriate black and white logo must be used or the full logotype for our Chapter. We have adapted a version of the black and white logo which features the red cross in a shade of gray (FIG 4.2b/4.3b) which we have determined is more effective than the black cross offered by national. We felt that the black cross could seem ominous when used on pieces and realize that if the red cross was translated in grayscale it would not appear black, but a shade of gray.
page 04
Items should never touch the logo or violate its area. There should always be a clearance around the logo equal to one arm of the cross itself (FIG 4.2a/4.3a) . Nothing should violate or interfere with this space.
PMS 485
BLACK
30% BLACK
(FIG 4.1) American Red Cross color palette
(FIG 4.2.a) clearance area horizontal logo
(FIG 4.2) horizontal chapter logo
(FIG 4.2.b) b/w horizontal logo
(FIG 4.3.a) clearance area centered logo
(FIG 4.3) centered chapter logo
(FIG 4.3.b) b/w centered logo
BUILDING A STRONGER BRAND
the logotype
American Red Cross of Greater Chicago/Brand Specification Guide
The logotype (FIG 5.1) , type only set in Akzidenz Grotesk, has been provided for instances in which the full color logo or black and white version of the logo are not being used. You should never attempt to set the logotype in a “similar” font. The logotype provided is the only appropriate logotype.
A reversed logotype is available for use on color or black backgrounds on which the logotype set in black would not be legible (FIG 5.2) .
(FIG 5.1) logotype in black
(FIG 5.2) logotype in white
(FIG 5.3) logotype in black
page 05
Every piece produced from our Chapter, no matter the audience or amount of people who will view the piece, should always include either the full logo or logotype. A piece should never be distributed to the public without either of these items. Showing that an event or program is supported by the American Red Cross adds credibility and shows that we are actively involved and support the event or program. Marketing and Communications
BUILDING A STRONGER BRAND
background image
American Red Cross of Greater Chicago/Brand Specification Guide
has determined that the red cross logo is signiďŹ cant on its own and stands out whether or not it is seen on a white background. It does not affect the brand positively or negatively to be seen on a white background. Therefore, our Chapter has decided to allow the logo to be used on a neutral background as long as the logo reads clearly on this background with no interference to the logo or type (FIG 6.1) .
On a national level, it has been mandated that the Red Cross must always appear on a white background, which created serious limitations to its use. It is understandable how it could be seen as important to keep the logo on a neutral background historically. However, looking at the visual impact of it, this no longer seems that relevant.
page 06
If you are using the logo on a nonwhite background you must check that the background does not interfere with or take attention away from the symbol. A good way to check for interference is to look at a grayscale print of the logo on a colored background. When translated to grayscale, is the logo still standing out from the background? If the logotype will not be shown in a neutral area of the photograph, then it should be maintained on a white background (FIG 6.2) . If you plan on using the red cross independently (separate from the logo unit) you must incorporate the full logo somewhere on the piece.
(FIG 6.1) horizontal logo shown on photograph
(FIG 6.2) horizontal logo shown on photograph on a white background
BUILDING A STRONGER BRAND
the symbol
Although the Designer creates the mark it is only the organization it represents which can give it meaning. Paul Rand has pointed out the trademark of Chanel only smells as good as the perfume it stands for. – Alan Fletcher Pentagram: The Compendium
American Red Cross of Greater Chicago/Brand Specification Guide
The symbol of the red cross is a powerful mark and should be treated in such a way. It should never appear as a caricature or be redrawn in any way. Relying on the symbol can create a strength and dynamic to your visuals (FIG 7.1) , however it should only be used on pieces such as posters. Please check with a professional in Marketing and Communications if you plan on using the red cross symbol independently. Throughout the history of the Red
Cross and its communications, designers have relied upon the recognition and form of the symbol of the Red Cross (FIGS 7.2) . These pieces emanated the essence of the Red Cross spirit even though they did not contain a “full logo.” The symbol can be used independently and offer just as much recognition for our organization, it all is based upon the intrinsic value of the design and the execution.
WHEREVER YOU GO, WE’RE THERE WITH YOU When u.s. troops are deployed overseas, the American Red Cross goes with them, relaying emergency messages, providing comfort and offering quality of life programs (like care packages, activities and arranging entertainment) and much more. Visit chicagoredcross.org for more information on the services and programs of the American Red Cross.
(FIG 7.1) independent symbol shown on a recent poster
(FIGS 7.2) symbol shown on a current campaign item and a vintage item
page 07
Most companies offer a variety of formats for their logo, whether reversed on a color background or using the symbol independently. Marketing and Communications has investigated a variety of corporate identities and their graphic specifications and has determined that the our logo can be used independently as long as the full logo is prominently displayed on the same piece.
BUILDING A STRONGER BRAND
desktop publishing tips
American Red Cross of Greater Chicago/Brand Specification Guide
The following are some good general rules to follow if you are producing a project on your own (FIG 8.1) . These are great references for the designer and the non-professional.
apostrophes and quotation marks use real apostrophes (’) not foot marks ('), and quotation marks (“”) not inch marks ("") between sentences one space is used because two spaces are only for the typewriter (end. Beginning) not (end. Beginning) capitals rarely, if ever, use all capitals because it is very hard to read except when used in a heading or title dashes use real em (—) and en (–) dashes, not typewriter hyphens (--), consult an editorial guide for correct use emphasize prudently with the use of bold and italic, if everything is emphasized nothing is. fonts no more than two per page hyphenation avoid more than two in a row at line endings and never in headings indents and tabs use indents and tabs in the software, never a space bar, to align text justified text only if text line length is long enough to avoid bad word spacing line length use – characters per line (shorter makes awkward line breaks and longer lines are difficult for readers to follow) proofreading is a must: Spellchecking features will catch the most egregious typos, but not grammatical errors or dropped copy. Proof both on screen and on paper to double-check, and share what you’ve done with someone else for a second opinion. Always double check the phone number and other contact information. underlining is for typewriters. Italic is used in professional text. white space is a must: don’t be afraid to use it. (FIG 8.1) desktop publishing terms adapted from Communicators Sourcebook
page 08
BUILDING A STRONGER BRAND
quick style reference
American Red Cross of Greater Chicago/Brand Specification Guide
+ Refer to the organization as the American Red Cross of Greater Chicago on first reference, and the Red Cross, or the Chapter thereafter. + Chapter is capitalized when used as part of a name or in reference to a specific Red Cross unit. (, The Chapter is having a strong year.) When used in the plural, chapter is not capitalized. (, Red Cross chapters in Illinois) + Do not use the acronym or within written text. + Do not capitalize most American Red Cross titles (, senior vice president), unless they appear directly before the name of the person holding the positions (, Chapter Chairman James McDonald just resigned). + Do not use a comma before and or or when it connects the last two elements in a series. (, Clara Barton, Wilbert E. Longfellow and Mabel Boardman were early pioneers of the Red Cross.) + Community Facility should be capitalized when it is used with its location. (, Hillside Community Facility)
page 09
BUILDING A STRONGER BRAND
fonts
American Red Cross of Greater Chicago/Brand Specification Guide
The logo and logotype are both set in Akzidenz Grotesk (FIG 10.1) , which was designed in by Günter Gerhard Lange. It was the standard sans serif for a number of years and is commonly found in corporate identities, advertising and on the web because of its clear legibility. For any correspondence or other materials Adobe Garamond (FIG 10.2) should be used. Garamond is a serif font and was originally created in by Claude Garamond, and is known for its elegant image and fine serif form.
page 10
Though it is often thought to be, Comic Sans (FIG 10.4) is not a Chapter font. This font should never be used on any pieces coming from our Chapter and being used in the public format. It is not a traditional font. Comic Sans is not perceived as adding personality or a touch of friendliness to our pieces.
If you are looking for a humanistic font (one that has rounded features and a more friendly appearance), we suggest using Frutiger, Mesmer or Vagabond. Each of these fonts have a rounded body. However, they also have the integrity and characteristics of a traditional font. The Chapter’s Graphic Designer will provide other font suggestions, which will work to accentuate the feeling of the piece you are creating.
For forms, Univers (FIG 10.3) should be used as the primary font. Univers was created in by Adrian Frutiger. It is known for its wide range of weights and its extremely clear, objective forms.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&?*”” (FIG 10.1) Akzidenz Grotesk shown in light weight
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&?*”” (FIG 10.2) Adobe Garamond shown in regular weight
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&?*”” (FIG 10.3) Univers shown in regular weight
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&?*”” (FIG 10.4) Comic Sans is not a Chapter recognized font and should not be used
BUILDING A STRONGER BRAND
stationery system: letterhead
American Red Cross of Greater Chicago/Brand Specification Guide
In the fall of , our local stationery was reformatted to include the slogan of “together we can save a life.” At this time new letterhead (FIG 11.1) , business cards (FIG 13.2) and envelopes (FIG 13.3) were also designed.
page 11
Please use the proper templates when appropriate, for these new stationery items. Never attempt to create your own stationery or business card with the logo. Our Chapter insists that each person working within the Chapter use uniform stationery.
111 East Wacker Drive, Suite 200 Chicago Illinois 60601- 4206 V
312 729 6100
www.chicagoredcross.org 2”
adobe garamond 10.5 pt/1.5 spacing
2.5”
00 Month 0000
1”
Letter Addressee 0000 Anystreet Apartment 000 Anytown State 00000 Dear Letter Addressee This is a typing template for the new American Red Cross of Greater Chicago stationery system. This template should be used for all office correspondence, it contains the correct font for all correspondence with proper sizes for the document. The body of this letter is set in Adobe Garamond 10.5 point. Adobe Garamond was created in 1499 by Claude Garamond. The font is known for it’s clear legibility and friendliness. The font should be on every computer within the Chapter, however if you do not have the font please contact the Help Desk at Headquarters to get a copy of the font for your computer. Correspondence from the Chapter should never be set in any font but Adobe Garamond, this is our font for all correspondence pieces. The letter begins at 2.5" down from the top of the sheet. The left margin is set at 2" and the right is set at 7.5". The left side of the letter aligns with the right vertical side of our red cross and the right margin aligns with the address block. The overall width of the text area is 5.5". This width corresponds with the rule that a line of text should be between 10-15 words for optimum reading by a viewer. The bottom margin is at 10" so as to not interfere with our slogan, the counties we serve and the United Way logo. A copy of the second sheet for letters which continue beyond one page can be found on the following page of this document. From this point on greeking text will fill the area so you do not have to continue reading this letter. Lorem ipsum dolor et sit amet, consetetur a sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut uy labore et dolore edta magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, conmagna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero 1”
Serving the seven counties of northeastern Illinois
(FIG 11.1) stationery with letter
BUILDING A STRONGER BRAND
American Red Cross of Greater Chicago/Brand Specification Guide
page 12
stationery system: second sheet
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, conea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, At accusam aliquyam diam diam dolore dolores duo eirmod eos erat, et nonumy sed tempor et et invidunt justo labore Stet clita ea et gubergren, kasd magna no rebum. sanctus sea sed takimata ut vero voluptua. est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. Sincerely Michael Gray
(FIG 12.1) second sheet with letter
BUILDING A STRONGER BRAND
stationery system: business card, envelope
American Red Cross of Greater Chicago/Brand Specification Guide
The letterhead and envelope are set in Adobe Garamond size for the . The margins and relative font size should not be adapted from the template provided.
page 13
There is only one format for the business card opposed to the horizontal and vertical business cards which were offered previously. If you are currently using stationery which has not been updated, please contact Marketing and Communications.
With the revamp of the local stationery a painted back was introduced, as well as setting the card in the font Univers. The new painted back adds interaction to the card and helps to make the information found on the reverse side prominent.
Included in the redesign of the new business cards you will notice three symbol appearing on the back of the cards (FIG 13.1) . Although the red cross is not a religious symbol, the symbol of the red crescent is used instead of the red cross by national societies in most Islamic countries. Both Red Cross and Red Crescent national societies are part of the International Red Cross and Red Crescent Movement.
The Magen David Adom, Israel’s version of the Red Cross, was founded in , yet remains excluded from membership in the International Red Cross and Red Crescent Movement because of political pressure for the and Federation to strictly interpret emblem rules, despite many previous examples of flexibility for other emblems and members. The American Red Cross stands firmly behind Israel’s Magen David Adom () in their quest for membership in the International Red Cross Movement.
(FIG 13.1) affiliations recognized by the Chapter
Michael A. Gray Graphic Design Specialist 111 East Wacker Drive, Suite 200 Chicago Illinois 60601- 4206 V 312 729 6205 F 312 729 6308 C 773 791 4912
graymi @ usa.redcross.org
Serving the seven counties of northeastern Illinois • Cook • DuPage • Kane • Kendall • Lake • McHenry • Will
www.chicagoredcross.org
(FIG 13.2.a) business card front (FIG 13.2.b) business card front specifications are kept by Marketing and Communications– you, or a vendor should never attempt to reset a Chapter business card
111 East Wacker Drive, Suite 200 Chicago Illinois 60601-4206
2” 4” adobe garamond 10.5 pt/1.5 spacing
Letter Addressee 0000 Anystreet Apartment 000 Anytown State 00000
(FIG 13.3) #10 envelope
BUILDING A STRONGER BRAND
service icons
American Red Cross of Greater Chicago/Brand Specification Guide
The general public perception of the Red Cross is that we serve only one group, either those affected by disaster or those who need blood collected, etc. We are working to increase the public’s view Health or our organization & Safety and what we do. Therefore, we have Services created icons, logotypes, and secSafety ondary colorHealth pallettes for& each serServices vice line within the Chapter (FIG 15.1) . We are hopeful that in using International these icons with or without Servicestheir relevant colors it will increase public International awareness of the various programs and resourcesServices our Chapter offers.
Blood Services Blood Services Disaster Health & Safety Services Services Disaster Disaster Services Services Armed Forces Emergency International ServicesForces Armed Services Health & Safety Emergency Health & Safety Services Services Volunteer Services Blood Services Services Volunteer International Services Services Community Health Services& Safety Disaster Services Services Services Community Health & Safety Blood Services Services Services International International Armed Forces Services Health & Safety Services Emergency Services International Disaster Services Services Blood Volunteer Volunteer International Services Services Services Services Blood Forces Armed Services Emergency Services Disaster Community Blood Services Blood Services Services Services Disaster Volunteer Services ServicesForces Armed Emergency Disaster Services Armed Forces Forces Armed Services Community Emergency Emergency Services Services Volunteer Armed Forces (FIG 15.1) Chapter icons by service line Services Emergency Volunteer Services Services Community Volunteer Services Services Community Services
page 14
When using the service icons as a signature you should use the icon with the Chapter logo as shown below (FIG 15.2) . This will enforce that the service line is sponsored or in cooperation with our Chapter and is a department representing our efforts locally. Health & Safety Services International Services Blood Services Disaster Services Armed Forces Emergency Services Volunteer Services Community Community Services Services
(FIG 15.2) service line signature with Chapter logo
BUILDING A STRONGER BRAND
secondary color palette
American Red Cross of Greater Chicago/Brand Specification Guide
page 15
Whenever possible, these colors should appear on any materials with more than the traditional corporate colors ( and black). You should never attempt to substitute or alter your department’s color scheme. Likewise, the colors are not interchangeable between departments. This pallette will be the basis of the color scheme for the updated website.
PMS 485
BLACK
30% BLACK
(FIG 14.1) Chapter primary color palette
PMS 716
Disaster Services
PMS 130
Volunteer Services
PMS 542
Health & Safety Services
PMS 304
Blood Services
PMS 129
Community Services
PMS 617
International Services
PMS 5767
Armed Forces Emergency Services
(FIG 14.2) Chapter secondary color palette by service line
BUILDING A STRONGER BRAND
icon applications
American Red Cross of Greater Chicago/Brand Specification Guide
Shown below (FIG 16.1) are a sample of pieces which incorporate the local Chapter logo with the service line icons in their designated color.
page 16
These are suggested applications and currently are not printed pieces produced by our Chapter.
International Services
Community Services
Health & Safety Services
Disaster Services
Armed Forces Emergency Services
Blood Services
Volunteer Services
(FIG 16.1) Sample brochure covers by service line
BUILDING A STRONGER BRAND
general issues
American Red Cross of Greater Chicago/Brand Specification Guide
When another company’s logo is being used in cooperation with our local Chapter logo, you must ensure that the other company’s logo or logotype is not larger than our logo. When possible, the logos should be separated by a . " rule (FIG 17.1) . Our logo should never appear less than /" in height, using the logo smaller than this size risks losing the legibility of our name. For email correspondence a template has been provided for your signature (FIG 17.2) . You will only need to modify your information to this template and copy it into your email signature file. Much like a business card, using uniform signatures helps to solidify our brand and ensure that each person is providing the correct contact information in their correspondences.
When requesting sponsor or support logos, please ask for an format document (FIG 17.3) . or files are adequate for limited use (web and small use in print), however these file formats can not be scaled smoothly to any size needed. By requesting an eps image we ensure our partners logo will maintain the same integrity of our own. If an eps format is not available, please contact the graphic design specialist to discuss other acceptable formats.
(FIG 17.1) lockup featuring our Chapter logo and sponsor logo
Michael Gray Graphic Design Specialist Marketing & Communications American Red Cross of Greater Chicago 111 East Wacker Drive, Suite 200 Chicago, Illinois 60601-4206 312 729 6205 312 729 6308 fax www.chicagoredcross.org
(FIG 17.2) email signature formatted properly with contact information
(FIG 17.3) eps versions of logos scale cleanly, other formats lose clarity when scaled
page 17
BUILDING A STRONGER BRAND
colophon
American Red Cross of Greater Chicago/Brand Specification Guide
If you have any further questions regarding the Brand Specification Guide or any issues which were not covered in this publication please contact the Chapter’s Graphic Designer at , or a member of Marketing and Communications. The Brand Specification Guide was produced in Spring . All material found in this publication are copywritten by the American Red Cross of Greater Chicago. Copies of this publication are available through the Marketing and Communications department, please contact to make a request. The primary font used in this publication is Adobe Garamond. Univers and Akzidenz Grotesk were used as a secondary font. Michael Gray Courtney Keck Chaunda Roseborough-Smith Thomas Brandenburg © American Red Cross of Greater Chicago
page 18