Kdb Brand Toolkit

: l u f i lkit t u a

o e o b t t i d g n n a i

r p b e ke K D B the

. guidelines . We ty ti n e id ns nd contents:ent sets out the KDB bcorammision communicatiisosion and our m rm or This docu p, deliver convey ou reness of lo y e r v e to d s r u u o al awa u tell o Use it as y ase gener ill help yo re w c l o in to d n is a rand; hope th then our b g n e tr s ; s value re. who we a

1. What is a brand?

2. Introduction to KDB’s brand 3. Applications 4. Policies

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

ya esented b : r n p \ e r d n e ol a c r n brand \’bis a customer experieoften, it refers to a symNbame, .

1. A brand images and ideas; scheme. 2 es one n ig s e d f d o entifi n, an collection go, sloga ure that id er sellers t lo , a e fe m r a e n h t any o of oth such as a ation ymbol, or om those s ting Associ fr , t n c ig an Marke in s t e is d d ce: Americ s ur a So e term, vic od or ser seller ’s go In other words, a it’s not just the logo. Our brand is made up of interactions and experiences- with our publications and with us as brand ambassadors. What did our audience see or hear? How did it make them feel? What did that inspire them to think?

A good brand should be...

• focused • clear • strategic • consistent

on Beautiful Staff, Brand ambassadors are Keep Dent rs, donors, sponsors, ntee volu ns, inter , ctors Dire of d Boar YOU! City of Denton staff members----

ibility for

ns ion: s ater respo ter prevention, is e r m g e ’s k a b t kd h lit ls to individua ity throug lc To inspire tification. d beautifu u n a a e n b a y le it c n creating a waste and commu of reduction

Our style is...

• fun • clean • simple • informal • grassroots • conversational

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

but nd sweet, a t r o h ents S . tagline essence of our missionn with other brand elem This is the Use it in conjunctio us. distinctly . and alone or let it st

Together, we make Denton cleaner, greener, and more beautiful.

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

this e. We like y. g a im d n a ee wh our br exampler:ecent KDB ad that fitsw the arrows below to s o sons. Foll Below is a a e r f o le oup ad for a c

lots of white space

help 35 Dento

move towar

recycle

body tgexote ui font: se

prominent kdb marker plus web address

www.kdb.org

trash

heading text font: century gothic

on

rd

zero waste

compost

ash

simple and b message rief

clear graphic elements

partner logo www.dentonrecyles.com

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

ents- the

m n: w many ele o f d o s k t a is s e r n m logos. co the b nd progra ur brand enity of o izational a n id a l a g r u o is v e h The phy, t e typogra h t , s r lo o c

KDB Colors KDB Blue

KDB Brown

C100 M0 Y27 K13 R0 B153 B173

C45 M65 Y100 K60 R77 B51 B12

KDB Green

KDB Body Text

C51 M0 Y92 K9 R125 B182 B71

C45 M65 Y100 K80 R49 B28 B0

KDB Turquoise C87 M0 Y41 K0 R0 B177 B171

Typography This is CENTURY GOTHIC. Use this font for titles, and if you prefer, sub-headings.

This is FREESTYLE SCRIPT. Use this font for sub-headings and call-outs.

This is SEGOE UI. Use this font for body text.

Organizational This is the logo. It’s also in black and white. You can use this when “Keep Denton Beautiful” will be spelled out prominently in close proximity.

This is the lockup. It, too, has a black and white version. Using the lockup is your best bet for publications, invitations or branded promotional items.

Meet the KDB wordmark. Yes, there is a black and white version. Please don’t use the wordmark for branded materials (i.e. t-shirts, water bottles, etc.)

Program and Event

These are the logos associated with (from left to right): Great American Cleanup, Denton Redbud Festival, KDB Garden Giveaway and NeighborWoods.

K DB GARDEN GIVE AWAY

2013 NeighborWoods Program Guidelines

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

we nts. What fo d n a s r n he colo policies: how-to o nd than t e a h r t b ’s r e u r o e oks. H ore to There’s m s how it lo a t n a t r o imp y! is just as n, and wh e h w , t a h w the who,

say

Written Communications

What: The phrase “written communications” refers to newsletters, press releases, website copy, etc. Tone of voice for these should be professional but conversational. Consider this: does it sound like it’s written to an individual? Would it sound strange if Press Release Workflow you said it out loud?

The intention of press releases Who: Outreach Coordinator should craft collateral that will have a reach of 50 people or more; any written piece should be viewed by at least one other person.

When: As the author of the message, whether that’s a flyer or an email, you know best what your timeline is.

However, please build in time for proofreading and approval. If you question whether you are remaining consistent to the KDB style and voice, consult the Outreach Coordinator.

are to earn media coverage, so there are a few more steps to follow.

1. Fact check with the program administrator.

2. Reread your press release and ask colleagues to proof it for errors.

3. Go through the appropriate approval channels. Leave yourself a day or two for this step, at least.

4. Package your release with supplemental materials (i.e. photos, flyers, etc.) when possible.

5. Submit your release to master media list, as well as appropriate City and Board officials.

6. Be prepared to respond!

Why: All of our communications should work together and tell our story in a consistent manner. Using these basic guidelines, along with the tools to our visual identity, we can make our messages powerful. Everyone who interacts with us should know who KDB is and what we stand for.

Social Media

KDB has official Facebook and Pinterest pages. These media give us the unique opportunity to not only promote our activities, but also to engage in dialogue with the community.

A few notes on social media: • As often as possible, include a visual.

• Post material that is relevant either to KDB or the KDB mission.

• It goes without saying, but be respectful. Be honest and mind privacy and permission laws.

• Show consideration for our audience. They want to hear from us, but don’t bombard them with messages or allow anyone else to use KDB channels as a promotional tool for their agendas.

Facebook Workflow 1. Gather information that is relevant to your projects, KDB calendar, etc.

2. Check the posting schedule (no more than three posts a week or two in a day).

3. When possible, schedule posts in advance through the Outreach Coordinator.

4. Add visual elements if you can.

5. Pay attention to your post; be responsive!

Commonly used KDB terms • • • • • • • • • • • • • •

• • • •

Adopt-a-Spot (AAS) Children’s Arbor Day (CAD) Clean-up (refers to litter abatement activity) Community Service (refers to court-ordered tasks) Community Tree GiveAway (first mention)/Tree GiveAway (TG) Denton Redbud Festival (first mention)/Redbud Festival Donor (refers to a financially active non-member) Environmental Education Grants Program (EEGP) Garden Giveaway Program (first mention)/Garden Giveaway (GGP) Great American Cleanup (GAC) Member (refers to a constituent financially active in membership program) NeighborWoods Program (refers to annual or ongoing non-event structured activity) Sponsor (refers to an individual or organization that provides financial support for a program or event ) Volunteer Waste In Place (WIP) Yard of the Month (refers to the award) Yards of the Month ( refers to the program) (YOTM)

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What is a brand?

Introduction to KDB’s brand Brand elements Policies

d don’ts: e photography to s! n a ’s o d y s ph great to u take and use photo photogra ual, so it’s y le, is er we do is v . As often as possib use imag to w o h f The work life ples o words to ood exam hat not to do! g f o bring our le p u for a co eas of w See below ations and some id nic in commu

Do...

Ask permission and give credit.

For example, “This photo

by Aubrey Salsman.” diverse populations Consider representing in your imagery.

Think about your target ht audience. This photo mig be a good choice for a communication with potential sponsors.

Don’t...

Use clip art!

Use obvious stock photos! We have great event photography and our own photo bank.

Use low resolution ima

ges

Use badly cropped photos

This tool is intended as a guide to the KDB brand identity.

For guidance or more information, please contact the Outreach Coordinator at outreach@kdb.org.

This version completed August 2013.

Professional photography by Savannah Boyd, Scott Bynum, Brian Daskam, and Aubrey Salsman.