Corporate Identity Brand Book LACA YMCA by YMCA América Latina y Caribe

THE YMCA WE WANT

HANDBOOK OF CORPORATE IDENTITY FOR LATIN AMERICA AND THE CARIBBEAN FEBRUARY 2017 VERSION

CONTENT 03 Introduction

24 USES

04 WHO WE ARE

25 28 32 33 34 36 37 39 41 42 43 46 48 49 50

06 07 08 09 10

Our brand Promise Values Voice Theme

11 ELEMENTS OF OUR IDENTITY 12 13 17 18 19 20 21

Basic elements Logos Typography Colors Patterns Iconography Images

Stationary Graphic Pieces Internal Credits External Credits Brochures Banners Multimedia presentations Videos Networks Posts Websites Unified Message Electronic mail Archigraphy Clothing

INTRODUCTION

Message from the President and General Secretary Leaders of the YMCA Movements in Latin American and Caribbean; Our brand is a very valuable asset that is built every day with each of the interactions we have with the community. Our decisions, our actions and our behaviors convey the mission, principles and values of the Association. It is very important to be consistent and intentional in everything we do and transmit to provide a clear, differentiating and valuable brand experience to the people and organizations we work with.

Likewise, we seek to increase the number of National and Local Movements that benefit from the communication, positioning and brand LACA services, and collaborate with all Movements in one of the most important functions we have: protect and promote the name, brand and reputation of the YMCA Movement in Latin America and the Caribbean. We hope this update contributes to local, national, regional and global efforts to strengthen the Movement and help make our brand one of our most valuable assets. Sincerely,

Since the YMCAs in Latin America and the Caribbean agreed to start a regional brand building process in 2007, we have received many suggestions and comments to improve this Handbook and to include the different realities and contexts of YMCAs in the region. The purpose of this Handbook is to be a support tool for all the National and Local Movements in the region that will allow them to strengthen their communication strategies and offer a fresh, inspiring and hopeful brand experience. The brand experience is very important to allow more people to join our work. Our goal is to continue being a Movement in which all people in the community feel included and find a space where they share their time, talent and treasure.

Antonio Merino General Secretary

Minoru Roberto Kobayashi President

We hope that this Handbook will be a useful guide for all the Associations in the region and will enable them to strengthen their strategies to involve more participants, more volunteers, more strategic allies and more donors.

WHO WE ARE

WHO WE ARE The Young Men Christian Association (YMCA) is a global organization with presence in 119 countries. Our strength lies in the activities we carry out in the communities where we are present through programs and projects adapted to each situation. The sum of these local actions is transformed into the great global impact of the YMCA. However, performing such specialized roles, which are adapted to each neighborhood or region, makes our actions very different from one other, and thus, our global impact is not always visible. This lack of visibility weakens us as an organization, which translates into a lower capacity for social aid because resources end up in other similar organizations whose positions are better understood. Our challenge is to build one YMCA brand, by gathering the cultural identity of each location in which we are present and allowing each individual impact to be added to the accomplishments of similar projects and programs. This transmits a sense of unity and creates common benefits, as each regional project can take pride in, and learn from, the accomplishments of others.

OUR BRAND

WHAT IS IT?

WHY IS IT IMPORTANT?

ELEMENTS

For internal audiences, the brand serves as a discipline guiding the way the organization thinks, acts and communicates.

A brand is important because people create opinions -good and bad- based on the interactions they have with it.

Brands consist of a set of tangible and intangible elements grouped together in these three concepts::

For external audiences, the brand is the way people think or â&#x20AC;&#x153;feelâ&#x20AC;? about the organization.

For this reason, a well-managed brand can shape perceptions and influence behaviors.

- Promise - Values - Voice

PROMISE

Why are we here

Youth for fair

and equitable communities.

VALUES

Our style and way of leading ourselves Values are shared beliefs and essential principles that guide our decision-making, our behavior and our interactions with others. Values are the fundamental boundaries joining us as a Movement with a common cause.

SOLIDARITY

HONESTY

RESPECT

RESPONSABILITY

To be united, by sharing the same obligations, interests and ideals.

To be consistent with what we say and do.

To treat others the way we would like to be treated.

To take ownership for our commitments and actions.

* Between 2013 and 2014 the General Secretaries and Presidents of the Latin American and Caribbean Boards of Directors participated in a regional survey that highlighted the above titles as the values with highest consensus in the region.

VOICE

Our way of saying things The voice is the way an organization presents itself to the public. It is the tone, form and distinctive style with which an organization communicates. The voice has two central elements: The message (What we say) and the attributes (How we say it). The YMCAâ&#x20AC;&#x2122;s voice should be:

CREATIVE

HOPEFUL

RESPECTFUL

RESPONSABLE

Reach people with an attractive and innovative message.

Communicate a positive view of life.

Maintain tolerant, inclusive and educated communication with others.

Communicate our actions with honesty.

*Between 2013 and 2014 the General Secretaries and Presidents of the Latin American and Caribbean Boards of Directors participated in a regional survey that identified the above titles as the most representative of the desired communication style.

THEMES Each National Movement classifies and distributes its activities in different ways, according to the local needs and internal organizational chart. In order to strengthen the idea of a unified brand, a list of three general themes has been identified in which the majority of Movements in the region have programmatic experience or interest in developing programs and activities. It also aligns with the Sustainable Development Goals, which ensure that our activities can be distributed easily within the areas that the international cooperation find easier to fund. This broad listing allows each National Movement, in case they have a different categorization, to adapt their areas of focus to the regional listing.

HUMAN DEVELOPMENT EDUCATION AND TRAINING HEALTH AND WELLBEING

ELEMENTS OF OUR IDENTITY

BASIC ELEMENTS ABCDEFGHIJKLMNOÑOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz@·$%&

LOGOS TYPOGRAPHY COLORS PATTERNS ICONS 12

OUR LOGOS The YMCA Movement has established itself in Latin American and Caribbean countries mostly through the support and assistance of other Movements with longer histories. As a result, YMCAs throughout the region inherited various graphic styles that have created a broad esthetic diversity across our organization. It was identified that 96% of LACA members (27 of 28 members) used the YMCA/Y logo. The new proposal adds a triangular pattern with curved borders and a folding. Therefore, without changing the logo, the color and movement stand out; balancing the straight design and bringing it closer to the audience we work with.

OUR LOGOS

Acceptable versions

RECOMMENDED VERSION It is recommended to use a one-logo style (YMCA or Y) within the triangle of color, in order to protect the design of the environment and give it a more attractive and curved complement that connects more with the idea of a youthful and dynamic organization. ALTERNATIVE VERSION These secondary versions are aimed at YMCAs that use the logo on a white background and have combinations of two colors (red with blue or black). When applying other colors, use the recommended version. For its historical significance, the red triangle remains in all options. NATIONAL VERSIONS As a non-vertical organization, graphic adaptations that are performed for each location are recognized as long as they reflect the consensus proposal approved by our steering committee at the regional level. The altered logo should respect the basic shapes and colors, and should avoid clashing with the rest of the logos and complementary elements.

NATIONAL VERSIONS â&#x20AC;&#x201C; TRIANGULAR PATTERN If you want to insert a National/Local logo inside the triangular pattern, you must evaluate if the triangular shape offers the correct exposure of the logo.

YMCA RISARALDA COLOMBIA

If the distribution, size and quantity of words do not create a harmonic arrangement, you can develop options where the elements are outside of the triangle, seeking the best exposure of the graphics. In designs with colored background, it is recommended not to use the folded triangle.

VALPARAĂ?SO CHILE

SANTO DOMINGO E C U A D O R

ACJ-YMCA GUATEMALA

OUR LOGOS

Unacceptable versions

ACJ Do not use colors other than white for the logo within the triangular pattern

Do not change the orientation of the triangular pattern

Do not change the dimensions of the triangular pattern

Do not make additions to the triangular pattern

Do not add textures to the triangular pattern

Do not perform 3D extrusions or other similar changes

Do not mix different colors in the makeup of the triangular pattern

Do not include logos in the triangular pattern other than the official forms

Do not add slogans or texts within the triangular pattern

Do not invert or modify the direction of the triangular pattern

Do not stretch the logo or the triangular pattern

Do not add slogans or text near the logo

Do not add shadow or glare to the triangular pattern

Do not unify colors of the triangular pattern

Do not transform the triangular pattern into other elements

OUR LOGOS

Unacceptable versions

Do not use square or rectangular shapes to protect the logo

Do not use non-complementary color combinations

Do not invert the orientation of the logo

CAS TA

Do not stretch the logo

Do not place the logo in non-horizontal positions

MCA

Do not include the logo in texts or logos of programs or projects

Do not add shadows or change the of brightness the logo

Do not use the logo within different shapes

Do not change font sizes or typography of the logo acronyms

Do not change the transparency of the logo

Do not add images to the logo

Do not add the logo to other symbols

Do not mix shapes in the logo

Do not place edges or extrusions in the logo

Do not link the logo to religious, political or other brands images

TYPOGRAPHY MAIN TYPOGRAPHY Yanone Bold Titles

Yanone Regular Texts

Yanone Thin Texts

SECONDARY TYPOGRAPHY FOR ELECTRONIC USES

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ,.;:+*@!#$%&/(=?¿´¡{}ç ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ,.;:+*@!#$%&/(=?¿´¡{}ç ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ,.;:+*@!#$%&/(=?¿´¡{}ç

When working with multimedia presentations or shared documents, it is recommended that you use the Arial font found in most computers, avoiding typography recognition errors.

Arial Bold Titles

Arial Regular Texts

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ,.;:+*@!#$%&/(=?¿´¡{}ç

USES: - For titles in different arts always use capital letters in Bold. - Support texts, subtitles in lowercase, bold. - Text boxes in Yanone Regular. - On pictures, the use of white is preferable. 17

COLORS C 70 M 0 Y 30 K 0 R 32 G 189 B 190 #20bdbe

C 95 M 0 Y 55 K 0 R 1 G 164 B 144 #01a490

C 100 M 55 Y 65 K 0 R 0 G 107 B 107 #006b6b

C 100 M 0 Y 0 K 0 R 0 G 174 B 239 #00aeef

C 100 M 30 Y 0 K 0 R 0 G 137 B 208 #0089d0

C 100 M 65 Y 0 K 0 R 0 G 96 B 175 #0060af

C 20 M 100 Y 0 K 0 R 198 G 22 B 141 #c6168d

C 50 M 100 Y 0 K 0 R 146 G 39 B 143 #92278f

C 80 M 100 Y 0 K 0 R 92 G 46 B 145 #5c2e91

C 0 M 80 Y 100 K 0 R 241 G 89 B 43 #f15922

C 0 M 100 Y 100 K 0 R 237 G 28 B 36 #ed1c24

C 39 M 100 Y 100 K 0 R 169 G 43 B 49 #a92b31

C 0 M 35 Y 100 K 0 R 252 G 175 B 23 #fcaf17

C 0 M 65 Y 100 K 0 R 244 G 121 B 32 #f47920

C 10 M 80 Y 100 K 0 R 221 G 88 B 40 #dd5828 18

PATTERNS

Construction of variables

- Construction of those patterns from the use of linear triangles (2pt) and fills (with 50% transparency), varying their size, and location while maintaining proximity. - Preferably, both in lines and fills, use a single color of the chromatic palette provided in this manual. - On photographs, both in lines and fills, we recommend using the color white.

ICONOGRAPHY

Graphic support / replacement of images

Icons are elements of the corporate image entering the YMCA visual system to visually complement the message that is being transmitted, enhancing the understanding of the idea with the fewest number of words. It also functions as a replacement of images that may not suit the subject, allowing the graphic pieces to maintain their visual appeal.

IMAGES

Acceptable versions

IMAGES WITH ENVIRONMENT - Prioritize people above infrastructure - Transmit youth, dynamism and joy - Let the image itself explain the context IMAGES WITH WHITE BACKGROUND - Achieve a total white background - Cuts of silhouettes and natural hair - In case limbs must be cut, justify to the right side - Pay attention to the natural shadows that the silhouettes generate TECHNICAL RECOMMENDATIONS - Keep natural colors - Take into consideration the diversity of race, gender, age and physical ability - Minimum Quality: 150dpi - Minimum size: 1024 x 768px - Minimum Format: JPG - Ensure that you possess rights or licenses authorizing the use of

IMAGES

Unacceptable versions

Do not include people with sunglasses

Avoid the use of clothing with political affiliation

Avoid presenting logos covered by hair or accessories

Avoid frames that cover the logo or face with other elements

Avoid displaying items or clothing with third-party trademarks

Avoid closed eyes

Avoid unnatural or soft cuts and false backgrounds

Avoid gestures and grimaces

IMAGES

Unacceptable versions

Avoid unreal pictures from the Internet

Avoid pictures of facilities without people doing activities

Avoid images of people in vulnerable or inappropriate situations

Avoid using cartoons and images downloaded from Internet

Avoid racial stereotypes not associated with Latin America and the Caribbean

Avoid Internet images of other non-Latin and Caribbean countries

Avoid low-resolution images

Avoid pictures linked to the work of other organizations

APPS *ALL ARTS AND TEMPLATES CAN BE DOWNLOADED FROM OUR VIRTUAL BRAND PLATFORM. www.lacaymca.net

STATIONERY

Logo on stationery will be always in the left side and contact details of the branch in the right margin.

Envelope

Letterhead and envelopes

Contact data, headquarters Top margin

Section for placing the recipient is mailing information YOUTH TRANSFORMING LIVES

Dear Friend,

Other samples of headers

cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod oris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariat oris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit tempor incididunt ut labore et dolore magna aliqua.

ACJ-YMCA PaĂs/Ciudad www.ymcapais.org

Calle 47E No. 99-120 Barrio Localidad Ciudad Tels: (+123) 456-7890 / 123-6789 E-mail: contacto@ymcapais.org

COUNTRY

Director ACJ-YMCA

STATIONERY

Other samples of business cards

Basic proposal for designing business cards ANGEL RAMIREZ ESTRADA

Comunnity Manager YMCA City

www.ymcaciity.org

Calle 47E No. 99-120 Country (+123)496-12 35 / 121-45678 name@ymcacity.org angelskype.ymca

ÁNGEL RAMÍREZ ESTRADA

Comunnity Manager ACJ-YMCA City www.ymcacity.org

Calle 47E No. 99-120 Country (+123)496-12 35 / 121-45678 name@ymcacity.org angelskype.ymca

Front: Contact information Back: Logo + slogan of each country

ÁNGEL RAMÍREZ ESTRADA

Comunnity Manager YMCA City

www.ymcacity.org

47E No. 99-120 Country (+123)496-12 35 / 121-45678 name@ymcacity.org angelskype.ymca

ÁNGEL RAMÍREZ ESTRADA

Comunnity Manager

YOUTH

JÓVENES

TRANSFORMANDO

TRANSFORMING

VIDAS

LIVES

9cm

YMCA Ciudad

www.ymcaciudad.org

5cm

47E No. 99-120 Country (+123)496-12 35 / 121-45678 name@ymcacity.org angelskype.ymca

ÁNGEL RAMÍREZ ESTRADA

COUNTRY

Comunnity Manager YMCA City

www.ymcacity.org

47E No. 99-120 Country (+123)496-12 35 / 121-45678 name@ymcacity.org angelskype.ymca

YOUTH

TRANSFORMING

LIVES

TRANSFORMING

LIVES

PARA QUE TODOS

SEAMOS UNO

SOMOS MÁS

QUE UN CLUB

GRAPHIC PIECES

Construction of graphic pieces: communicate the benefit Graphic pieces are an important part of the YMCA voice. 1. IMAGES Use images with white background or environment, owned by YMCA and with enough quality to make a good impression. If such an image is unavailable, use icons. 2. TITLE The main text should not exceed two lines and use few words in capital letters. The objective is to communicate the benefit of the activity being promoted. Rather than describing the activity itself, describe the uniqueness, significance or impact of the activity. 3. SUPPLEMENTARY TEXT A second description that supports the title, clarifying what has not been communicated. Its length depends on the support, location and needs for which the piece is created.

THOUSANDS OF YOUNG PEOPLE ARE INVOLVED IN OUR SOCIAL PROJECTS SO THAT THEY DONâ&#x20AC;&#x2122;T DROP OUT OF SCHOOL

4. LOGO The logo may be located in the upper-left or lower-right corners, or within the triangular pattern at the end of the text. 2

COMPLEMENTARY CRITERIA The choice of logo color and the application of other elements should reflect the most complementary color scheme, aiming for an elegant and cohesive look.

NO MORE CHILD LABOUR

CONTACT

WITH NATURE

HUNDREDS OF YOUNG PEOPLE PARTICIPATE IN OUR ECOLOGICAL CAMPS

GRAPHIC PIECES

Examples: Construction of graphic pieces

SAFE

Pasa la tarde en la YMCA haciendo tareas y deporte mientras tus padres trabajan junto a tus amigos en un ambiente divertido.

AFTER SCHOOL

Pasa la tarde en la YMCA haciendo tareas y deporte mientras tus padres trabajan.

AFTER SCHOOL Conoce más de nuestros programas After School en www.lacaymca.org

Conoce más de nuestros programas After School en www.lacaymca.org

LEARN WITH FRIENDS

YMCA WORKSHOPS

WE WANT TO SEE YOU WELL

SAFE

AFTER SCHOOL Pasa la tarde en la YMCA haciendo tareas y deporte mientras tus padres trabajan junto a tus amigos en un ambiente divertido. Conoce más de nuestros programas After School en www.lacaymca.org

LEARN WITH FRIENDS

El Curso de Líderes te permite conocer amigos que comparten tus mismas ganas de hacer algo solidario en tu tiempo libre y ponerlo en práctica.

YMCA WORKSHOPS

LEARN WITH FRIENDS WE WANT TO SEE YOU WELL

WE WANT TO SEE YOU WELL

Todos nuestros programas físicos incluyen una evaluación completa a cargo de médicos y nutricionistas para que logres tus metas en tiempo y forma.

WE WANT TO SEE YOU WELL

*WE WANT TO SEE YOU WELL

INTERNAL CREDITS

Inclusion of additional logos in YMCA advertising

The YMCA as an organization must approve any graphics despite the activity’s coordination resting with a project or special program. The intention is to strengthen the image of the Organization’s united front more than the internal distribution of each branch.

SAFETY

WE WANT TO SEE YOU WELL

AFTER SCHOOL Pasa la tarde en la YMCA haciendo tareas y deporte mientras tus padres trabajan junto a tus amigos en un ambiente divertido.

Recommended logo positions are on page 28. It is also possible to incorporate the logos of the organizing areas into secondary spaces that facilitate identifying who is responsible for the management of each event or activity (see examples right side).

Conoce más de nuestros programas After School en www.lacaymca.org Todos nuestros programas físicos incluyen una evaluación completa a cargo de médicos y nutricionistas para que logres tus metas en tiempo y forma.

In order to better institutionalize the graphics and promotional materials, the YMCA logo should be presented in a standardized fashion, whereby the logo is immediately followed by the name of the area, project or program. Below are two options with their respective color variants and justification (logo to the right for signatures down-right, and logo to the left for signatures top-left).

SAFETY

Hacedores de

YMCA WORKSHOP

LEARN WITH FRIENDS

UN PROYECTO

AREA OF SOCIAL PROJECTS Happy Children Project - Saavedra City

PROJECT

AREA OF SOCIAL PROJECTS Happy Children Project - City Saavedra

WE TRANSFORM YOUR CONTRIBUTIONS YOUTH

FOR PEACE

Hacedores de

INTO SMILES

HAPPY CHILDREN PROJECT ATTENDS MORE THAN 100 MINORS IN VULNERABLE SITUATIONS

A YMCA PROJECT

EXTERNAL CREDITS

Inclusion of logos YMCA in outdoor advertising

The YMCA as an organization, must sign off on any promotional material; even when the coordination of the activity is part of a joint project with other institutions, which must be added to the material, respecting hierarchies. The YMCA logo and the program or area to which it belongs can be added (explaining in internal credits) and afterwards the other participants and the logo of each organization can be listed, respecting the order of origin.

WE WANT TO SEE YOU WELL Todos nuestros programas físicos incluyen una evaluación completa a cargo de médicos y nutricionistas para que logres tus metas en tiempo y forma.

Espacio Turístico Cultural

AREA OF SOCIAL PROJECTS Happy Children Project - City Saavedra

LEARN WITH FRIENDS

CURSO DE LÍDERES

BROCHURES

General recommendations for materials

50% 30% IMAGES

GRAPHICS AND WHITE SPACE

20% TEXTS

VISUAL IMPACT AND CLEANING 80% of the material should be made up of images, graphics and open spaces, which facilitates the look and elegance. Dedicate only one fifth to the texts, an exercise which will ensure the conciseness of communication, providing information that is not seen in the images.

NEW TECHNOLOGIES + INCLUSION Including QR technology that allows for scanning by mobile devices, enables viewers to access more detailed information contained in text or video. Incorporating multiple languages and systems such as Braille for people with visual disabilities convey the importance of inclusion and accessibility.

LESS PRINT Developing our own materials in a digital format and sharing them on the internet is cheaper and more environmentally friendly to the environment to develop our own materials in a digital format and share them by internet. If printing is necessary, it is recommended that you look for suppliers of recycled material or ensure the supplies come from environmentally responsible companies.

BANNERS

General recommendations for banners 1. SUPERIOR INSTITUTIONAL LOGO The YMCA logo should be placed on the top of the banner to facilitate its view.

2. RECURRENT IMAGES Single images should be used rather than several small images. Use faces and expressions that transmit the YMCA style to help us better position the organization.

3. SHORT TEXTS The text should be composed of a title that communicates the benefit and a secondary text of no more than 2 lines that complements the main statement.

REUSE Banners should be used that do not contain dates or names of specific events, so that the banner can be reused in other activities. INTERNATIONAL STANDARD MEASURE: 200 x 80cm

MULTIMEDIA PRESENTATIONS

Recommendations for basic Power Point templates

85% IMAGES AND ICONS (one per screen)

15% TEXT, TITLES ONLY

TITTLE

TITTLE Contexto a presentar

GENERATING BILINGUAL VERSIONS

PUT THE PUBLIC INTO CONTEXT

TÍTULO

Context

USE ARIAL TYPOGRAPHY

Text arial 1 INNOVATIVE, SHORT AND FUN

Text arial 2 Text arial 3 Text arial 4 37

MULTIMEDIA PRESENTATIONS

Recommendations for basic Power Point templates

TITLE

TEXT Text Text Text Text 4

TEXT

TITLE text text text text text text text 38

VIDEO

General recommendations for audiovisual materials BRIEF DURATION Most people check the duration of a video in Youtube before deciding whether or not to watch it. A video should succeed in transmitting a general idea of the project in no more than one minute.

GENERAL INTEREST Consider that even if it is a local production, once on the Internet and approved by a YMCA, the video becomes part of the organization. For this reason, the production should be appropriate for viewing by various audiences and should contribute to the YMCAâ&#x20AC;&#x2122;s strong brand and reputation.

USING TESTIMONIALS Rather than explaining what we do, we should focus our audiovisual productions on the benefit that our programs bring to people. This is accomplished by recording their stories in person. We recommend working with someone until you have recorded a short video that successfully demonstrates the YMCAâ&#x20AC;&#x2122;s impact on their lives.

TRANSLATION Most materials produced in the region are done in Spanish. We recommend including subtitled versions4 in at least the native language and English, so that the impact is better understood in countries that traditionally finance our projects.

IMAGE AND AUDIO QUALITY The image must have Full HD quality (1920 x 1280px) and be registered with semiprofessional DSLR cameras to ensure a minimum level of quality. The soundtrack should be instrumental, and the YMCA should possess the rights for use.

ONGOING ADVICE The Latin American and Caribbean Alliance of YMCAs has made available to its members a Brand Platform with educational and audiovisual resources to develop productions of greater impact, as well as an ongoing advice service.

VIDEO

General recommendations for audiovisual materials

Incorporation of logos in right margin of the screen

3000 WE SUPPORTED

SINGLE MOTHERS IN VULNERABLE SITUATION

LOREM IPSUM

Dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore.

TV - Using for complementary information or reinforcement to the already seen. - One-line title, in capital letters, bold, white.

ANIMATIONS White typography

Use of iconography

- Using full-color backgrounds according to the palette provided in this manual. - Possibility to incorporate patterns.

- One-line subtitle, lowercase letters. 40

SOCIAL MEDIA

Design of Facebook and Twitter headers

45AREMILLION PEOPLE BENEFICIARIES OF OUR

Ability to highlight attributes of the site, its programs, volunteers, etc.

PROGRAMS AND PROJECTS YOUTH

Slogan

TRANSFORMING

LIVES

www.ymcacountry.org

Logo Profile / Logo YMCA

Use of real photographs related to programs or activities of each site activities of each site

45 MILLONES DE PERSONAS SON BENEFICIARIAS DE NUESTROS PROGRAMAS Y PROYECTOS

Local website

45 MILLONES DE PERSONAS SON BENEFICIARIAS DE NUESTROS PROGRAMAS Y PROYECTOS

JÓVENES

SON BENEFICIARIAS DE NUESTROS PROGRAMAS Y PROYECTOS

JÓVENES

TRANSFORMANDO

JÓVENES

TRANSFORMANDO

VIDAS

www.ymcapais.org

45 MILLONES DE PERSONAS TRANSFORMANDO

VIDAS

www.ymcapais.org

VIDAS

www.ymcapais.org

POSTS

Measures and recommended sizes for publications WHY USE THESE MEASURES - Because it saves time - Because it avoids having to adapt many pieces that are identical at the end - Because it really works FOUR TIPS

PHOTO FRAME FORMAT

SQUARE FORMAT

900 x 900

- Our recommendation is to generate two formats: Horizontal and vertical, changing an element, even if it is only one color. - The horizontal format is best when using short texts. - Never use the square format on Twitter, it gets trimmed and becomes difficult to interpret. - When using paid ads on Facebook, text must be 20%, or less, of the content. THE ONLY THREE NECESSARY SIZES 900px x 900px - Square template (Pinterest, Instagram, Google Plus and Facebook) 1280px x 720px - Horizontal template (Linkedin, Twitter, Google Plus and Facebook)*

735 x 1128

RECTANGULAR FORMAT

1280 x 720

735 x 1128pm - Photo frame template (Pinterest and Google Plus) *For Twitter you need to consider edges in the upper and lower levels, to avoid the image being trimmed.

WEB SITES

Recommendations, characteristics and advantages THERE ARE MORE THAN 500 TYPES OF DEVICES WITH DIFFERENT SIZES AND RESOLUTIONS. OUR RECOMMENDATION IS TO BUILD A WEBSITE THAT CAN ADAPT TO THE SIZE OF ANY SCREEN OR RESOLUTION. AND THE USE OF WORDPRESS AS SUPPORT SOFTWARE.

CHARACTERISTICS 4

SINGLE WEB ADDRESS

SAME CONTENT FOR EVERYTHING

FLEXIBLE ELEMENTS, INCLUDING MULTIMEDIA

ADVANTAGES

LOWER DESIGN COST

LOWER TIME COST

SUPPORTED BY ALL BROWSERS

WEB SITES

General recommendations to improve the attractiveness MORE IMAGES, LESS TEXT Get to the point. People will not spend a long time reading content on a website.

FLASH IS GONE Animations generated in Flash are not available on various web devices, for this reason we do not recommend using flash animations in our websites.

LIGHT COLORS Black color, shadows or mixes of tonalities were in fashion years ago, but not anymore. In general terms, people prefer websites with light colors.

SOCIAL NETWORK Include links to social networks that we can feed and keep updated with our content, generating a greater reach for our messages, and allowing our public to interact with them. 4

LETâ&#x20AC;&#x2122;S SHOW OUR TEAM Showing our teams generates reliability. This reliability is enhanced if you use high quality images showcasing the best of your team. Avoid using images downloaded from the Internet, or images of people who are clearly not part of the YMCA.

Social networks must be aligned with the official website, be careful and conscientious when managing the interaction with people and comments that might be received in public. Remember the arguments posed in page 9 regarding our voice. BLOG Allows you to keep an updated site and share news that we want to transmit, in a more dynamic way, generating a larger number of visits to our website.

50% 30% IMÁGENES

GRÁFICOS Y ESPACIOS LIBRES

20%

CORTA DURACIÓN La mayoría antes de visualizar un vídeo en You Tube, mira su duración para decidir si lo observa o no. En ese sentido debemos lograr transmitir en aproximadamente un minuto la idea general del proyecto.

TEXTOS

UNIFIED MESSAGE

Recommendations to build an appealing message

CORTA DURACIÓN La mayoría antes de visualizar un vídeo en You Tube, mira su duración para decidir si lo observa o no. En ese sentido debemos lograr transmitir en aproximadamente PHOTOGRAPHIES un minuto la idea general del proyecto. - AN IMAGE THAT SUMMARIZES THE SPIRIT OF THE ACTIVITY.

50% 30%

20%

IMÁGENES GRÁFICOS Y WHO WE ARE ESPACIOS LIBRES WHAT WE DO HOW WE DO IT WHEN WE DO IT WHY WE DO IT BENEFITS WE PROVIDE ETC.

- 4 EXTRA PICTURES COMPLEMENTING THE REST OF ACTIONS PERFORMED.

TEXTOS

VIDEO

RECORD OF HIGH QUALITY IMAGES OF THE DAILY ACTIVITIES.

TESTIMONIALS

DOCUMENTATION OF STORIES AND TESTIMONIALS SHOWING THE REAL IMPACT OF THE ACTIVITY.

STEP ONE

Meeting with the staff / Board Definition of official contents Creation of official texts and creation of a single document.

STEP TWO

Document activities translating the text from Step One, and they become resources for production of communication materials according to what is institutionally defined.

STEP THREE

Creation of audiovisual materials with the activities recorded on step two with a message according to step one.

MULTIMEDIA PRESENTATION (POWER POINT) 80% IMAGES / 20% TEXTS

PUBLICITY: POSTERS, BANNERS 90% IMAGES / 10% TEXTS

BROCHURES, FLYERS, MAGAZINE

60% IMAGES / 40% TEXTS

AUDIOVISUAL: SPOT, DOCUMENTAL 100% IMAGES / SUBTITLES

UNIFIED MESSAGE

Production Model of pieces (Example Graphic piece) 50% 50%

IMÁGENES

1 30% GRÁFICOS Y ESPACIOS LIBRES

20%

TEXTOS

STEP ONE

Capture images in studio or outdoors according to the needs of the case.

STEP TWO

Retouch images for a better application on the chosen base. In this case the background was edited to total white respecting leftovers(shadows) and edges.

LEADERSHIP

YOUTH GOVERNANCE IN LATIN AMERICA

STEP THREE

The image is incorporated into the graphic piece, which is designed using colors (greens in this case) that are complementary to the image and a distribution that transmits the message in a clear way. A QR scanning code was added that turns the printed piece into an interactive graphic. 47

E-MAIL

Institutional signatures for e-mails ESTEBAN QUEIROLO GUEVARA Director de Proyectos

Logotype on the right

ESTEBAN QUEIROLO GUEVARA

estebanqueirolo@ymcapais.org I www.ymcapais.org +578 98812313 I +578 73819317 Av. Centenario 2345 Barrio Saavedra 00789 Ciudad-País.

Social Projects Director

ESTEBAN QUEIROLO GUEVARA

estebanqueirolo@ymcacountry.org I www.ymcacountry.org +578 98812313 I +578 73819317 Centenario Ave. 2345 Saavedra 00789 Ciudad-País.

estebanqueirolo@ymcapais.org I www.ymcapais.org +578 98812313 I +578 73819317 Av. Centenario 2345 Barrio Saavedra 00789 Ciudad-País.

Signature using Yanone Regular Name Position E-mail, website Telephones Address

Director de Proyectos

Color bar The graphics combine using the three colors of the official palette. Recommended Measure: 550x16px

ESTEBAN QUEIROLO GUEVARA Director de Proyectos

estebanqueirolo@ymcapais.org I www.ymcapais.org +578 98812313 I +578 73819317 Av. Centenario 2345 Barrio Saavedra 00789 Ciudad-País.

CLOTHING

People wearing messages on them

LOGO IN FRONT Using clothes with the logo in front accomplishes the objective of showing that the activity is part of the YMCA. Given the diversity of the actions that we perform, there is no clearer way to identify ourselves than by using clothes with our acronyms. Use of the logo without local references allows us to share the material with other movements. This is the basic proposal that can be enriched according to each local reality.

MESSAGES Clothes can be a promotional means to showcase the YMCAâ&#x20AC;&#x2122;s voice. The back part of the clothing can be used to display appealing and creative messages.

COLOR AND DIVERSITY It is recommended not to use a single color or design for any one activity. The mix of tonalities in clothing for one human race is what provides a sense of dynamism and youth to the YMCA brand.

CLOTHES

Sample of basic clothes as a model

VOLUNTARIO

MEJOR

ARCHITECTURE

Design of physical spaces*

FACADES It does not matter if it is a building or a house in a neighborhood, YMCA venues must transmit the idea of being a space that irradiates youth through the architectonical design of the graphic intervention made through artistic mural, for example, (Image: YMCA Adventure Center, New Zealand). AVOID VISUAL POLLUTION It is recommended to keep a single style of furnishing (clocks, plant pots, and furniture) and to remove all elements that favor the visual pollution, including offices not open to the public.

TECHNOLOGY It is recommended to perform a technology audit, identifying the necessary equipment for each area, favoring the work of volunteers and staff in a pleasant and functional environment: Wifi, natural light, minimization of noise, safety and the proper signaling. ADDED VALUE To provide building with ramps, toilettes for people with disabilities, recycling systems, among others, are part of an inclusive proposal that provide added value and coherence to the message of YMCA at the global level. *IMĂ GENES REFERENCIALES

Graphics resources and online training: www.lacaymca.net