Brand Guidelines
Blue Mountain Action Council 2019
Contents
Brand Assets
BMAC Logotype BMAC Icons BMAC 3-Dot Icon
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Logotype
BMAC Logotype BMAC Logotype Subdivisions Exclusion Zone Minimum Size Placement Don’t
8 9 10 11 12 13
Icons
Usage Examples, BMAC Icons Usage Examples, BMAC 3-Dot Icon
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Typography
Typeface, Primary Typeface, Secondary Do and Don’t Usage Examples
16 17 18 19
Colors
Brand Colors Logo Colors Icon Colors Rack Card Colors
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Grid
Grid Rack Cards
26 27
Design Examples
Stationary Advertising
28 29
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Brand Guidelines
BMAC Logotype
The BMAC logotype is the primary visual element of the identity. The updated logo combines geometric qualities with warmer human forms and has been designed to create a bold impact across BMAC’s communication. The logotype seeks to communicate the concept that there is more to BMAC than meets the eye—BMAC sees the big picture and has a complex reach in the community.
Brand Guidelines
Brand Assets
5
BMAC Icons
The BMAC iconography is the second visual element of the identity after the primary logotype. Each branch or service of BMAC can be conveyed through a collection of handcrafted icons. These assets are designed to be accessible, recognizable, and easily applied to all BMAC communication.
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Home Weatherization Veteran Program Pro Bono Program Food Distribution Energy Assistance Employment Program Housing Program AmeriCorps Program Literacy Program Homeless Program
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Brand Guidelines
Brand Assets
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BMAC 3-Dot Icon
In addition to the BMAC iconography, the three-dot icon used in the logotype was designed to be used across BMAC materials and communication on it’s own.
Brand Guidelines
Brand Assets
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Logotype
Primary positive logo
Positive logo
Negative logo For use when print reproduction is limited.
The logotype can be used on BMAC blue, green, orange, and tan.
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Brand Guidelines
Logotype
Logotype Subdivisions
The logotype subdivisions were designed to maintain the new identity across all branches of BMAC. All divisions of BMAC that require additional wayfinding or further distinction within the agency will be displayed using this system to ensure consistency and brand credibility.
Food Distribution
Pro Bono Program
Housing Program
Energy Assistance
Employment Program
Home Weatherization
Adult Literacy Program
Homeless Services
Veteran Program
Brand Guidelines
Logotype
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Exclusion Zone
The exclusion zone protects the clarity and visual integrity of the logotype. The logotype should always appear legibly on a clear background and nothing should be placed within or behind the exclusion zone.
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1x
Brand Guidelines
Logotype
Minimum Size
In no case should the BMAC logotype be shown smaller than the minimum size of 1 inch.
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Brand Guidelines
Logotype
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Placement
The BMAC logotype is placed on the bottom, right-hand corner of stationary and should not be placed elsewhere on the page, unless otherwise noted in the Grid section.
Building thriving communities. Services
Who we are
Food distribution
BMAC exists to cultivate innovative services, in partnership with our community, to empower lowincome people to meet their vital needs and achieve self-sufficiency.
Housing programs Employment programs Adult literacy programs Pro Bono programs Energy assistance
We are a private nonprofit working since 1966 to help those in poverty throughout Walla Walla, Columbia, Garfield, Asotin and Franklin Counties.
Our goals • Meet the basic needs of low income people.
Veteran support programs
• Offer opportunities to help people become independent and self sufficient.
Home weatherization
• Develop ways to reduce and prevent poverty.
Homeless services
• Engage community support and volunteerism.
AmeriCorps
1x 1x Blue Mountain Action Council +1 (509) 529-4980 bmacww.org
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Brand Guidelines
Logotype
Don’t
In no circumstance should these guidelines be compromised on any BMAC communication.
Don’t Warp or stretch the logotype. Don’t Rearrange the symbol or wordmark configurations within the logotype. The 3-dot icon must appear after and in-line with the BMAC wordmark. Don’t Use the logotype on low-contrast backgrounds, busy photographs, or complex patterns. Don’t Apply shadows, glow effects, outlines, or any other effects to the logotype. Don’t Create your own companion mark or use BMAC icons in conjunction with the wordmark.
Brand Guidelines
Logotype
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Usage Examples BMAC Icons
The following materials provide examples for how the BMAC icons can and should be used on BMAC communication.
Rack Cards Icons are placed within the BMAC 3-dot icon.
Employment Programs
Adult Literacy
Services
Programs
Services
Programs
Worksourcewa.com Registration
Community Jobs
One-on-one tutoring/mentoring for adults, centered on the students’ needs and goals:
Read, write, compute, solve problems, access, evaluate, and use information to participate fully at home, at work, and in the community.
Skills and interest assessments
Helps people on welfare, who have had little no to employment success, to develop work skills.
Resumes and cover letter development
How it works: • Participants work in a nonprofit or government agency for 20 hours per week up to six weeks. • Participants complete job training and/or job search activities each week. • Participants recieve case management support, job mentoring, and job training.
Labor Market information
Adult Employment—ages 18+
Online job search Paid work experience
Career exploration
Adult Employment connects adults with employment and job training opportunities. For adults 18+ who are unemployed/underemployed.
Conversational english Citizenship exam prep Reading Math GED prep
Youth—ages 16-24
Student Adults from Walla Walla and Columbia Counties who want to achieve with an educational or professional goals such as: Our program coordinator works with students to determine their goals.
Tutor Tutors are guided in making lesson plans and oriented to our well-stocked library of teaching materials. Tutors must meet the following requirments: • Strong reading and writing skills (Min.12th grade level)
The Youth Program helps build pre-employment skills and encourages youth to achieve their educational goals.
• Volunteer tutors devote one hour a week
How it works: • BMAC partners with local business owners to find jobs. • Participants work one on one with a case manager. • Participants are encouraged to get their high school diploma or GED and pursue college or technical school.
• Make a 6-month commitment
“The program gave me the tools I needed to have more confidence in myself. It was my first step. I found I learn better if I have one-to-one help. I wouldn’t be where I am today without that first step.” —Theresa (Student Testimonial)
employment@bmacww.org +1 (509) 529-4980 bmacww.org
literacy@bmacww.org +1 (509) 529-4980 bmacww.org
Building thriving communities.
Building thriving communities.
Posters Icons can stand alone on posters.
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Brand Guidelines
Icons
Usage Examples BMAC 3-Dot Icon
Rack Cards The BMAC 3-Dot Icon can be used as a subordinate graphic element on rack cards. The icon must always bleed off the page when used as a graphic element.
The following materials provide examples for how the BMAC 3-Dot Icon can and should be used on BMAC communication.
Bleed
Building thriving communities. Services
Who we are
Food distribution
BMAC exists to cultivate innovative services, in partnership with our community, to empower lowincome people to meet their vital needs and achieve self-sufficiency.
Housing programs Employment programs Adult literacy programs Pro Bono programs Energy assistance
We are a private nonprofit working since 1966 to help those in poverty throughout Walla Walla, Columbia, Garfield, Asotin and Franklin Counties.
Our goals • Meet the basic needs of low income people.
Veteran support programs
• Offer opportunities to help people become independent and self sufficient.
Home weatherization
• Develop ways to reduce and prevent poverty.
Homeless services
• Engage community support and volunteerism.
AmeriCorps
Blue Mountain Action Council +1 (509) 529-4980 bmacww.org
Imagery The BMAC 3-Dot Icon can be used to display imagery. If using this tool, images should fill the dots completely and should not utilize strokes, shadows, or other stylizations.
Single circle layout
3-dot layout
Images should be placed as single circles, or in the 3-dot arrangement.
Brand Guidelines
Icons
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Typeface Primary
The BMAC identity is characterized by a strong typographic style based on function and accessibility. HK Grotesk is the primary typeface of the identity. This typeface should be used on all BMAC communication, with the exception of text-heavy web pages, emails, and print materials.
HK Gro Primar Light
Medium
SemiBold
Bold
Bold Italic
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AaBbCcDdEeFfGg HhIiJjKkLlMmNn OoPpQqRrSsTtUu VvWwXxYyZz 123456789 Brand Guidelines
Typography
Typeface Secondary
Palatino is the secondary typeface of the identity. This typeface should be used minimally and only in cases where the primary typeface is not legible on text-heavy web pages, emails, and print materials.
otesk ry
Palatino Secondary
Regular
This font style can be used for long body copy.
Bold
This font style can be used for subheaders.
Bold Italic
This font style can be used for links.
Brand Guidelines
Typography
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Do and Don’t
Do Allow for breathibility room when adjusting leading, or spacing between lines of text.
Don’t Use too tight of leading, as it makes your text much harder to read.
Do Use BMAC colors for headers when identifying a specific division of BMAC.
These tips are meant to act as basic guidelines for setting text on BMAC materials. The “Don’t”s should always be followed, however, the “Do”s provide flexibility in spacing and color choice.
We’re building thriving communities. We’re building thriving communities. We’re building thriving communities.
Apply shadows, glow effects, outlines, or any other effects to the logotype.
We’re building thriving communities.
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Brand Guidelines
Don’t
Typography
Usage Examples
Proper breathing room
Proper hierarchy
Proper use of various font styles
The rack card below provides an example of proper usage of the BMAC typography.
Adult Literacy Services
Programs
One-on-one tutoring/mentoring for adults, centered on the students’ needs and goals:
Read, write, compute, solve problems, access, evaluate, and use information to participate fully at home, at work, and in the community.
Conversational english Citizenship exam prep Reading Math GED prep
Student Adults from Walla Walla and Columbia Counties who want to achieve with an educational or professional goals such as: Our program coordinator works with students to determine their goals.
Tutor Tutors are guided in making lesson plans and oriented to our well-stocked library of teaching materials. Tutors must meet the following requirments: • Strong reading and writing skills (Min.12th grade level) • Volunteer tutors devote one hour a week • Make a 6-month commitment
“The program gave me the tools I needed to have more confidence in myself. It was my first step. I found I learn better if I have one-to-one help. I wouldn’t be where I am today without that first step.” —Theresa (Student Testimonial)
literacy@bmacww.org +1 (509) 529-4980 bmacww.org
Brand Guidelines
Typography
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Brand Colors
The BMAC color palette is an integral part of the identity. The colors are drawn from the surrounding environment and, collectively, communicate approachability and sturdiness. These colors are designed with the ability to have a bold impact, or to compliment and accent each other.
PANTONE Dark Blue C R 0 G 35 B 156 C 98 M 82 Y 0 K 0 HEX 00239C
PANTONE 465 C R 185 G 151 B 91 C 9 M 29 Y 66 K 24 HEX B9975B
PANTONE 7735 C R 56 G 88 B 60 C 0 M 0 Y 41 K 73 HEX 38583C
PANTONE 1645 C R 255 G 106 B 57 C 0 M 63 Y 75 K 0 HEX FF6A39
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Brand Guidelines
Colors
Brand Colors
In addition to the primary BMAC blue, tan, green, and orange, the palette extends to include secondary hues that are designed to aid in further identification of various divisions of the company on BMAC materials.
PANTONE 7456 C R 96 G 110 B 178 C 72 M 55 Y 0 K 0 HEX 606EB2
PANTONE 657 C R 200 G 216 B 235 C 22 M 6 Y 0 K 0 HEX C8D8EB
PANTONE 2716 C R 159 G 174 B 229 C 40 M 29 Y 0 K 0 HEX 9FAEE5
PANTONE 7527 C R 214 G 210 B 196 C 3 M 4 Y 14 K 8 HEX D6D2C4
PANTONE 1635 C R 255 G 141 B 109 C 0 M 51 Y 55 K 0 HEX FF8D6D
PANTONE 5575 C R 146 G 172 B 160 C 37 M 9 Y 28 K 13 HEX 92ACA0
Brand Guidelines
Colors
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Logo Colors
The BMAC logotype can only be displayed in the BMAC blue, black, or white.
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Brand Guidelines
Colors
Icon Colors
The BMAC icons can appear in any of the BMAC identity colors if standing alone, however, if they are placed on a solid color, the icons must be in white or black.
Solid color background Icons must appear in white or black.
White background Icons can appear in one of the BMAC identity colors.
Brand Guidelines
Colors
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Rack Card Colors
The BMAC rack cards, an important part of the identity and communication, are distinguished by their colors. The materials below provide an overview of how the color palette has been applied to the rack card system. These colors should never be altered or rearranged.
Building Energy Food Adult Employment thriving Literacy Programs AssistanceDistribution communi Services One-on-one tutoring/mentoring for adults, centered on the students’ needs and goals: Conversational english Citizenship exam prep Reading Math GED prep
Programs Services
Programs Acronyms
Programs and events Services
Programs
Who we
LIBA*—PP and Light Customers Commodity Supplemental Food Program Food distribution BMAC exists t Jobs LIBA—Low Income Read, write, compute,Worksourcewa.com solve problems, access,Community evaluate, Bill Assistance Registration partnership wi and use information to participate fully at home, at people on welfare, who have had little noWalla Helps to Walla, Columbia and Garfield Counties. (CSFP) Housing programs income people work, and in the community. Level. nutritious food boxes to 340 low-income employment success,LIHEAP—Low to develop work skills. Households at or below 150% Federal Poverty Distributes Skills and interest self-sufficiency All kilowatts over 600 discounted based on income level. Employment seniors once per month. For eligible seniors. Income Home assessments How it works: programs Energy Assistance We are a priva Student Online job search • Participants workProgram in a nonprofit or government those in pover LIHEAP** Mobile Food Banks Adult literacy Adults from Walla Walla and Columbia Counties who agency for 20 hours per week up to six weeks. Garfield, Asoti WA State households at or below 125% Federal Poverty Level. nutritious programs Paid work WEAF— food boxes to anyone who needs want to achieve with an educational or professional people will visit type of Distributes • Participants complete job training and/or job search Determined from household size, income, housing, experience Washington Energy them during spring and summer. Dates vary. No ID a food pantry goals such as: Pro Bono programs activities each week. and heat cost. Ranges from $100 to $1000 in savings/year. Assistance Fund Our goals required. Open to anyone. this year. Resumes and cover Our program coordinator works with students to• Participants recieve case management support, job Energy assistance • Meet the letter development WHP —Winter Help mentoring, and job training. determine their goals. WEAF*—CG Customers Program Basic Food/EBT/”Food Stamps” Veteran support • Offer opp Labor Market Households at or below 150% Federal Poverty Line. programs We help eligible persons apply for Basic Food, the WA Adult Employment—ages 18+ independe information Based on total energy costs of household. Maximum UDP—Utility Tutor state “Food Stamps” program. benefit $500. Adult Employment connects adults with employment Discount Program Home • Develop w Tutors are guided in making plans and oriented Career lesson exploration and job training opportunities. For adults 18+ who are of those we weatherization FEMA—Federal to our well-stocked library of teaching materials. Tutors unemployed/underemployed. serve are Engage co Community Harvest and Whitman Glean•Team WHP*—CG Customers Emergency must meet the following requirments: Homeless services children and We glean local farms and gardens to get fresh produce Ages 65+ years or disabled. For emergency situation Management Agency seniors. into per the hands of those in need. Youth—ages 16-24 • Strong reading and writing skills with possible disconnection of service. Up to $350 AmeriCorps CG—Cascade Gas (Min.12th grade level) The Youth Program helps build pre-employmenthousehold. skills and encourages youth to achieve their educational goals. PP—Pacific Power Farm to Food Pantry • Volunteer tutors devote one hour a week
1 in 6
67%+
5%
UDP*—CG Customers We work with grants from the Department of How it works: For emergency situation with possible disconnection Agriculture to purchase produce from local farmers, in • BMAC partners with local business owners to of find jobs. households atdecrease service; or below 125% Federal helping sustain local agriculture and increasing fresh overall number • Participants work one on one with a case manager. Poverty Level. Up to $350 per household. Household produce intake of for our clients. of clients since receive 20% discount on utility bill. Application must be • Participants are encouraged to get their high school 2014, but the renewed each year. diploma or GED and pursue college or technical school. rate is still at an Backpack Bridge all-time high. Provides hundreds of elementary and middle school “The program gave me the tools I needed to have more confidence in myself. It was my first FEMA students weekend meal bags on Fridays and school breaks. step. I found I learn better if I have one-to-one help. I wouldn’t be where I am today without *Year round FEMA funds help with all utilities and deliverable fuels. that first step.” —Theresa (Student Testimonial) **Once per year Households may receive help with different utilities. • Make a 6-month commitment
literacy@bmacww.org +1 (509) 529-4980 bmacww.org
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employment@bmacww.org +1 (509) 529-4980 bmacww.org
Brand Guidelines
energy@bmacww.org +1 (509) 529-4980 bmacww.org
food@bmacww.org +1 (509) 529-4980 bmacww.org
Deliverables
Blue Mountain Action Council +1 (509) 529-4980 bmacww.org
HomelessPro Bono Veteran Housing Home AssistancePrograms Programs Programs Weatherizatio ities.
e areResources
Programs Services
Program
Services
Program
Services
Properties Services
Program
We work with volunteer Outreach attorneys to to help individuals By providing support at a community end over 62 Air sealing We conduct Weatherization wo Housing needsservices, inCoordinated Entry Seniors to cultivate innovative 150+ apartmentlevel, we can Encourage self and families navigate Veterans through the who legal are system,homelessness among properties the veteran population through Department of Energy Weathe ith our community, to empower lowadvocacy Whitman Court Apartments, Blue Mountain Senior We are the Coordinated Entry point for Walla Walla Transportation Attic insulation providing support services homeless for civil or at cases risk only. outreach, case-management services, and assistance in Program. This is the core progr e to meet their vital needs and achieve Housing, Desoto East and West Apartments County, providing a collaborative approach to helping Handicap accessible Ensure your safety of homelessness obtaining benefits and emergency financial resources. conservation services to low-in y. Budgeting find the appropriate housing services for each person Sidewall insulation properties and confidentiality Washington State. Our focus seeking assistance with homelessness. Help finding ate nonprofit working since 1966 to help We help those who are currently without a home or at Developmentally disabled adults Employment Floor insulation We focus on parentinghousing plans, third-party child On-site laundry Refer you to or eviction custody, rty throughout Walla Walla, Columbia, risk of homelessness throughout parts of Washington, Blue Street Housing support orders and modifications, Our focus facilities in the Johnathan prevention divorce, bankruptcy, Childcare in and Franklin Counties. Pipe and/or duct Oregon and Idaho represented M Rapid Re-Housingadditional resources probates, guardianship, wills, and estate planning. We make homes healthy and e insulation Wainwright MemorialProperties VA MedicalfullyCenter service area. andUp to one year. • Short-term rentalOrganize assistance. Transportation and Education goal of creating safer and more Chronically mentally ill adults equipped with understand childcare services Limited energywhile saving you money, too. O • Assistance with transportation, utilities, security deposits. Resources Chemical Wellington Arms Housing, Whitman Street Housing appliances court forms Supportive Services for Veteran related repairs basic needs of low income people. households with elderly reside Tools tomonthly. increase dependency • Veteran Legal Aid. Once • Employment services. Families (SSVF) disabilities, and families with c Match you with job skills and Evaluation of the portunities to help people become Developmentally disabled and/or chronically Nutrition volunteer attorneys • Bankruptcy Clinics. Once Quarterly. income heating system • Case management. The SSVF Program seeks to prevent veterans and their ent and self sufficient.
mentally ill adults
Eligibility families from becoming homeless and seeks rapid Parenting Provide translation • Money Smart Classes. Ongoing. Temporary ways to reduce and prevent poverty.• Housing stability plan with budget. rehousing for those who have lost their homes. Melrose Place HousingHealth and • Must be a resident of Wal Financial Assistance safety testing of Legal Issues *We do not assist Garfield counties. (TFA) • Additional advocacy and referrals. ommunity support and volunteerism. Details all combustion with criminal cases. Qualifications Homeless familiesappliances with children Health/Mental • Only lawyers canAid giveinlegal advice. • Rental housing requires fin VA and • Qualifications: Homeless according to the HUD health the landlord. disability claims guidelines, have a child under age 18 or be • Although attorney • Served at least 1 day in the active military,Lincoln naval, Terrace Apartments time is donated, Emergency pregnant, fall at or below 30% of the median court costs are not. or air service • Buildings must meet progr income for Walla Walla County, and/or have If in danger, call 911. Senior/disabled adults Emergency require significant repairs. an income source such as TANF, child support, • Clients that attend any of our legal clinics • Did not receive a dishonorable discharge Shelter Contact Walla Walla County Duplexes repair program. unemployment, earned income. are required to pay a $5–$10 fee before they• Is homeless or at risk of homelessness Domestic violence, see an attorney. Christian Aid Center • Household income must b call the YWCA at (509) 525-715 current Federal Poverty Le Housing and Essential Needs (HEN) (509) 525-2570. details. Certain deductions For households/individuals who are homeless or at Helpline risk of homelessness and receive a HEN referral from (509) 529-3377 the Department of Social and Health Services (DSHS). YWCA Find out if you qualify: (877) 501-2233. To qualify for HUD subsidized housing your household income must be below 50% of the area (509) 525-2570 median income. HUD rent is equal to 30% of your monthly adjusted income.
+1 (509) 529-4980 bmacww.org
probono@bmacww.org +1 (509) 529-4980 bmacww.org
SSVF@bmacww.org +1 (509) 529-4980 bmacww.org
Brand Guidelines
housing@bmacww.org +1 (509) 529-4980 bmacww.org
Deliverables
weatherization@bmacww.org +1 (509) 529-4980 bmacww.org
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Grid
A grid serves as a guide for how to structure content. The grid system is an integral part of maintaining consistency across BMAC communication and should be applied to the respective materials. The grid below provides a general and foundational layout that acts as a guide for the other grids and materials in the identity.
BMAC 3-Dot Icon Always appears on the right-hand side.
Header
Call-to-Action Used to provide contact information.
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Brand Guidelines
Grid
Rack Cards
The rack card grid must be maintained across all BMAC rack cards and supplemental sheets.
Header Used for division and program titles. BMAC 3-Dot Icon Always appears on the right-hand side. Column 1 Narrow column; used for lists and resources. Column 2 Wider column; used for details and bulk information.
Call-to-Action Features a programspecific email.
Brand Guidelines
Grid
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Stationary
Building thriving communities.
Blue Mountain Action Council Tracy Parmer, manager Development and Outreach +1 (509) 529-4980 tracyp@bmacww.org
Annual Report 2019
28
Brand Guidelines
Design Examples
1520 Kelly Pl., Suite 140 Walla Walla, WA 99362 +1 (509) 529-4980 bmacww.org
Advertising
Building thriving communities.
Brand Guidelines
Design Examples
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Credits Creative Director, Sophie Bailey Art Director, Madison Youngberg