BRAND STANDARDS GUIDE v 1.0
OF CLEVELAND
Jewish Federation
TABLE OF CONTENTS BRAND EQUITY ELEMENTS
KEY MESSAGES AND INFORMATION
VISUAL STANDARDS
Brand Essence
Federation Key Messages
Primary Logo
Brand Vision Brand Benefits Reasons to Believe Brand Personality Brand Experience Brand Voice
Campaign Key Messages Federation Partners
Logo Variations Monogram & Social Bug Colors Fonts
OUR BRAND COMMUNITY ESSENCE CORNERSTONE
BRAND VISION
To be the pride of Jewish Cleveland, the center hub that unites community members to care for each other and to secure our Jewish life, today and for generations to follow.
BRAND BENEFITS
WHAT WE DO FOR THE COMMUNITY
FUNCTIONAL BENEFIT
EMOTIONAL BENEFIT
Aspiring to leave no community member behind, in Cleveland, Israel, and around the world. Proud to be a part of building a strong Jewish community that is connected through shared Jewish roots and values.
REASONS TO BELIEVE HOW WE DO IT
We are the voice of the community collective, navigating the present and future needs of our local and global Jewish world with our community, for our community. We provide unwavering support for our local, national and international partner agencies that care for Jews wherever they are – in Cleveland, Israel and 70 countries around the globe. We help people in need during times of crisis, no matter who or where they are.
BRAND PERSONALITY
A leader for Jewish Cleveland; trusted for wisdom, valued for action, engaged with all community members, and empowering our future.
BRAND EXPERIENCE
OUR BRAND EXPERIENCE INSPIRES THESE FEELINGS:
Pride in Jewish Cleveland Connectedness I matter and can make a difference
V CH
BRAND VOICE
OUR BRAND VOICE HAS THESE CHARACTERISTICS:
TONE is Welcoming and compassionate MESSAGE is Focused, clear, and knowledgeable SUBJECT builds Relevancy and connection COMMUNICATES through Storytelling, supported by statistics and facts
FEDERATION KEY MESSAGES:
WE ARE THE ONLY JEWISH ORGANIZATION THAT CONSIDERS THE NEEDS OF OUR COMMUNITY AS A WHOLE AND PLANS FOR ITS FUTURE.
We are rooted in the traditional values of justice (tzedek), repairing the world (tikkun olam), acts of loving kindness (gemilut chesed), and Jewish peoplehood (klal Yisrael); and, we commit our values into action every day. We unite community members to care for each other and secure our Jewish life, today and for generations to follow. We are the voice of the community collective, navigating the present and future needs of our local and global Jewish world with our community, for our community.* We provide unwavering support for our local, national, and international partner agencies that care for Jews wherever they are – in Cleveland, Israel, and 70 countries around the globe.* We help people in need during times of crisis, no matter who or where they are.* * reasons to believe
FEDERATION KEY MESSAGES: CAMPAIGN
OUR CAMPAIGN FOR JEWISH NEEDS IS THE ANNUAL FUNDRAISING CAMPAIGN THAT ENSURES OUR COMMUNITY’S VITALITY AND VIBRANCY IN THE YEAR AHEAD.
One gift, your gift, changes lives in Cleveland, Israel and 70 countries around the globe, as we aspire to leave no community member behind. Your role in the Campaign for Jewish Needs is an important one; you are a community member. With your help, people’s lives get better and our community is stronger. We are Jewish Cleveland, and we are stronger together. Whether we are feeding the hungry, comforting the sick, caring for the elderly, educating our youth, ensuring a Jewish future, or supporting Israel, our Jewish community stands together. And, together, we can make the world a better place. Your donation supports nearly all Jewish organizations in the Cleveland area, the broader Cleveland community, and our national and international partners, which allows us the benefits of a robust Jewish life here in Cleveland, while helping strengthen the ties between Jews everywhere, and caring for those in need.
LOCAL
FEDERATION PARTNERS: WHO WE FUND as of August 2014
The Agnon School Akiva High School Bellefaire Jewish Children’s Bureau Cleveland Hillel Foundation Fuchs Mizrachi School Gross Schechter Day School Hebrew Academy of Cleveland Hebrew Shelter Home Hillel at Kent State University Jewish Education Center of Cleveland Jewish Family Service Association Maltz Museum of Jewish Heritage* Mandel Jewish Community Center Menorah Park Center for Senior Living Montefiore *Candidacy status
NATIONAL American Jewish Committee Anti-Defamation League B’nai B’rith Youth Organization Hadassah Jewish Council for Public Affairs Jewish War Veterans National Alliance Ohio Valley Hillel Consortium
INTERNATIONAL American Jewish Joint Distribution Committee (JDC) Jewish Agency for Israel (JAFI) The Jewish Federations of North America (JFNA) Overseas Connections Committee, Jewish Federation of Cleveland World ORT Ethiopian National Project
PRIMARY LOGO
Jewish Federation OF CLEVELAND
The color logo should be used against white backgrounds. The white logo is multifunctional and is meant for backgrounds or images of any color. The logo should be centered on layouts with minimal copy.
LOGO VARIATIONS Jewish Federation OF CLEVELAND
Jewish Federation OF CLEVELAND
Jewish Federation OF CLEVELAND
The logo may be reversed out of a background in white or white and the core blue, or used in one solid color.
The stacked version of the logo for instances where the horizontal logo would make the text unreadable.
LOGO VARIATIONS FOR INTERNAL DIVISIONS
Jewish Federation OF CLEVELAND
JEWISH VOLUNTEER NETWORK
FOR PARTNER AGENCIES A PROUD PARTNER OF
Jewish Federation OF CLEVELAND
MONOGRAM The monogram (or “mark�) should be used in places where the logo will not fit or when the logo has to be made too small to be readable. Subtle use of this monogram will create brand awareness by providing a public association between the monogram and the logo.
SOCIAL The social bug version of the logo is the logo mark, using the Open Sans online font. We have presences on the following social platforms:
JEWISH CLEVELAND
facebook.com/JewishCleveland twitter.com/JewishCleveland http://www.linkedin.com/company/jewish-federation-of-cleveland
e page r the es e or and
COLORS PMS 2995 C (Pantone*) bright blue and white, along with black are the core brand colors. The hex code and RGB are used in digital design. CMYK and Pantone are used in print design. The color scheme is the backbone to the brand identity, advertisements and web presence and should be used consistently throughout all marketing efforts.
CORE COLORS
C: 90 M: 11 Y: 0 K: 0 R: 0 G: 164 B: 228
PMS: 2995 CP HEX: 00A7E1
C: 75 M: 68 Y: 67 K: 90 R: 0 G: 0 B: 0
ACCENT COLORS
PMS: BLACK HEX: 000000
C: 0 M: 93 Y: 100 K: 15
C: 17 M: 81 Y: 4 K: 0
PMS 1795
PMS 674
C: 6 M: 47 Y: 100 K: 0
C: 76 M: 74 Y: 21 K: 0
PMS 144
PMS 2725
C: 37 M: 4 Y: 86 K: 8
C: 100 M: 25 Y: 0 K: 50
PMS 375
PMS 302
* Color swatches are for reference only, not to be used for color matching.
FONTS Gotham
Rochester
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()-_+=\|/,.<>:;’”
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()-_+=\|/,.<>:;’”
Gotham is the primary brand font. It has several weights and these should be used for maximum contrast (e.g., use Black and Light in combination, versus Bold and Black). All caps is the preferred method of differentiating text, versus using italics, which should be used on a limited basis.
Rochester is an accent font used where softer treatment is needed, or for conjunctions (e.g., ‘and,’ ‘to,’ etc.) in a block of treated text. It should not be used to set an entire line of text.
Open Sans
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 !@#$%^&*()_+=\|/,.<>:;’”
Open Sans is our online font, used on the website and in e-mail newsletters, etc.
Jewish Federation OF CLEVELAND
Mandel Building 25701 Science Park Drive 路 Cleveland, Ohio 44122 www.jewishcleveland.org With special thanks to our Marketing & Communications Committee and Hey Now! Media.