UGM Identity Standards Manual

Guidelines for Unified Visual Communication

Introduction | the logo Union Gospel Mission is an organization that is known and trusted in the Inland Northwest. The logo is meant to strengthen recognition in the community, communicate UGM’s trusted services to the poor and homeless and reflect the organization’s purpose and values. The logo reveals a stable and contemporary personality to its audience. The arch in the logo symbolizes shelter and safety for the homeless. The capital “G” makes Gospel the central focus and communicates the core value of the ministry. The "G" is also a circling arrow that stands for recovery and life-change. Use this manual to answer questions about the use of the logo, color, typography, terminology and more. Following these guidelines will unify all the branches of UGM and strengthen the integrity of the organization as a whole.

Identity Standards Manual | page 1

Logo Guidelines | anatomy & usage

DO NOT STRETCH OR DISTORT

acronym

There are two parts that make up the logo: the UGM acronym and the wordmark underneath. The typeface for the wordmark is bold National, all caps. It should always be the same width as the UGM acronym. The wordmark may be used on its own, but the acronym may not be used without the wordmark.

DO NOT INVADE THE APPOINTED MARGIN OF SPACE AROUND LOGO

The logo should maintain a margin of space around it at all times to keep it readable and limit the promiximity of borders and graphics. The stem of the “u” in the acronym defines that margin of space at all times. This rule applies also to the wordmark when used by itself. (see note below)

wordmark DO NOT USE ACRONYM LOGO WITHOUT THE WORDMARK

The logo should not be displayed smaller than 1/2 inch tall and the wordmark by itself should be no smaller than 1/16 inch tall. The logo should always have a resolution of 72 dpi or higher.

DO NOT ENLARGE THE WORDMARK OR SHRINK THE ACRONYM LOGO

note: the margin rule around the logo should on most occasions be followed. occasionally the margin space can be broken by making the logo bleed of the corner of a page (example: billboard and full page ad on page 11). it is not recommended for office documents or reoccuring publications unless used as a watermark (receipts, letterhead, cards, etc.)

Identity Standards Manual | page 2

1/2 in.

1/16 in.

Logo Guidelines | outreaches and variations The correct composition for each outreach logo is displayed on the right. Yank is the typeface used for the outreach names and is customized to work with the size and look of each outreach name. The logo with “Spokane, Washington” underneath is for use when the audience is broader than the Spokane area (internet, national gatherings, television, etc.). The logo with “Ministries” underneath is only used for mail pieces when the non-profit postage rate is needed. NOTE: “Anna Ogden Hall” may be removed from underneath the Women’s Recovery logo if it is not needed or if it needs to be enlarged and placed elsewhere in certain circumastances such as on stationery.

UGM Identity Standards Manual | page 3

Color Palette | numbers & guidelines The UGM color palette is conceptual, versatile and communicates the unique personality of each outreach. Dark brown is the base color for the entire brand. It represents the maturity of the organization and gives a neutral background to the outreaches’ energetic palette. As indicated on the right, the numbers used for brown depend on the media it is used for. Each outreach has a bold primary color and a light secondary color. The secondary colors work well as accent colors and will probably be used the least, but will bring light and attention to significant elements and provide personality to its outreach. The brown is used mostly when Union Gospel Mission is represented as a whole. The other colors should be used primarily when representing an outreach. Note: See page 3 for outreach logos with their primary color.

MEN’S SHELTER

Pantone 371 | RGB: 79.110.24 | CMYK: 43.0.100.56 Pantone 444 | RGB: 139.155.146 | CMYK: 15.0.15.42

MEN’S RECOVERY

Pantone 1807 | RGB: 138.31.3 | CMYK: 0.90.100.51 Pantone 318 | RGB: 154.215.219 | CMYK: 38.0.15.0

CRISIS SHELTER FOR WOMEN & CHILDREN

Pantone 229 | RGB: 122.0.60 | CMYK: 0.100.15.60 Pantone 367 | RGB: 179.216.140 | CMYK: 32.0.59.0

WOMEN’S RECOVERY

Pantone 724 | RGB: 171.101.13 | CMYK: 0.51.100.36 Pantone 318 | RGB: 154.215.219 | CMYK: 38.0.15.0

YOUTH OUTREACH

Pantone 1815 | RGB: 138.31.3 | CMYK: 0.90.100.51 Pantone 444 | RGB: 139.155.146 | CMYK: 15.0.15.42

UGM THRIFT STORES

Pantone 296 | RGB: 0.45.86 | CMYK: 100.46.0.70 Pantone 144 | RGB: 250.170.75 | CMYK: 0.38.80.0

UGM MOTORS

Pantone 371 | RGB: 79.110.24 | CMYK: 43.0.100.56 Pantone 318 | RGB: 154.215.219 | CMYK: 38.0.15.0

AFTERCARE

Pantone 724 | RGB: 171.101.13 | CMYK: 0.51.100.36 Pantone 377 | RGB: 120.162.47 | CMYK: 45.0.100.24

UGM Identity Standards Manual | page 4

PRINT USE DIGITAL USE OUTDOOR SIGNS & VEHICLE DECALS

Pantone 296 | RGB: 0.45.86 | CMYK: 100.46.0.70 Pantone 318 | RGB: 154.215.219 | CMYK: 38.0.15.0

FOOD SERVICES TRAINING SCHOOL VOCATIONAL ADVANCEMENT

Typography | fonts & style guidelines National is the UGM typeface and should be used for all publications and designs. National represents order, professionalism, contemporary awareness and trustworthiness. Yank is UGMâ&#x20AC;&#x2122;s secondary typeface and is meant to be used sparingly. It was chosen to visually represent the voice and culture of homelessness. It has a colorful personality and rough exterior that compliments the clean style of National. Yank tells the story of a people group that pushes boundaries and draws awareness to uncomfortable circumstances. National teams well with Yank to represent an organization that pairs order with messy, strength with weakness and trust with survival.

National Book used primarily for body text National Book Italic National Regular National Regular Italic National Bold National Bold Italic Yank Regular

There is a consistent method for displaying addresses, times and phone numbers. Please review these guidelines on the right.

Omit periods on directional abbreviations and acronyms. Omit commas in addresses except between city and state. Either put two spaces or a bar between the address and the city.

1224 E Trent Ave. Spokane, WA 99202 PO Box 4066 | Spokane, WA 99220 UGM Identity Standards Manual | page 5

Use periods on the lowercase a.m. or p.m. 12:00 - 1:30 p.m. Use dashes for phone numbers. 509-535-8510

Tag Line | placement & application The tag line, “Impacting Lives,” communicates a strong value UGM has to change and help the suffering world. It should be displayed in red unless placed on a background of color, in which case both components should be white. “Impacting Lives” always extends to the edge of the logo when placed underneath. The tag line can be used separate from the logo as long as the logo is present within the dimensional plane. Yank is the font used for the tag line.

UGM Identity Standards Manual | page 6

Look and Feel | photos and style Font, color and portrait photos largely define UGM's look and feel. Photos should be the dominant focus in most advertisements, brochures, web content, etc. Designs should stay simple and clean using mostly dark brown (or the primary color of whatever outreach is represented) and photos to tell the story of the organization. Photos are typically enlarged to connect the viewer with the story. When bleeds are not an option, rounded corners (.1976 corner radius) should be used as opposed to sharp corners. Rounded corners show a special care to detail while providing a simple, finished look. When 1 or 2 color offset printing is necessary, make the photos monotone with PMS 462 (looks best on dull-coated paper). The prefered treatment of photos is a slight contrasted color image with a brown tone. See Photoshop directions on page 8. It is important to apply the UGM look and feel beyond design and into areas such as event decor, the paint and interior decoration of all facilities, vehicle branding, etc. This consistency will help create a recognizable look within the community as well as remind the staff and volunteers that they are all a part of a common goal and purpose. It unifies every outreach and every person within the organization. UGM Identity Standards Manual | page 7

ANNUAL REPORT PAGE SPREAD

NEWSLETTER COVER

AFTERCARE BROCHURE COVER

Look and Feel | photo treatment 1. Duplicate the photo layer and select the top layer for the next step. 2. Make sure the foreground color is the RGB equivalent of PMS Black 4 (65.48.0). Then select from the Image menu: Adjustments > Hue/Saturation and click the â&#x20AC;&#x153;Colorizeâ&#x20AC;? checkbox. Click OK. 3. Decrease the opacity of the colorized layer so it is between 40-60% (depends on the intensity of color in the original photo). 4. Make a new Curves Adjustment Layer to give the image some contrast. The image on the right shows the desired balance of brown and color as well as contrast for photos.

UGM Identity Standards Manual | page 8

Stationery | guidelines font size: 10 pt.

The example to the right shows one of the stationery options. The logo is placed in the upper left corner 1/2 inch from the edges. The letter margin is 1 inch. Pantone 462 is the only color used and the watermark (5% tint). Each outreach will need a customized business card with their appointed color because of the various content and unique purposes for the cards. For one-sided cards the logo appears in the upper left corner with the text information on the bottom right. For two-sided cards the logo should only appear on the back side in reverse on the primary color of that outreach. The front side will contain the information on the bottom right.

• Men’s Shelter | Men’s Recovery Program • Women’s Recovery Program ‒ Anna Ogden Hall • Crisis Shelter for Women & Children • Youth Outreach • Thrift Stores • UGM Motors

July 21, 2009

Dear Mr. Person, Cras rhoncus tincidunt massa eu ornare. Vestibulum dapibus aliquam lorem, a euismod lacus fringilla a. Pellentesque ut odio neque. Nam posuere, odio eu sagittis tempus, nisi sapien molestie turpis, ac semper massa neque vitae diam. Ut odio odio, congue non blandit at, egestas blandit arcu. Integer vitae neque magna. Sed malesuada pulvinar sapien vel laoreet. Nunc sapien nulla, sagittis eget vestibulum quis, venenatis vitae tellus. Pellentesque at ullamcorper lorem. Vestibulum facilisis sapien a enim feugiat in vulputate elit tristique. Sed feugiat vestibulum ante, in pulvinar augue malesuada ut. Proin ultrices varius nisl, quis bibendum nibh ornare a. Duis bibendum nibh ut metus posuere cursus. Duis sed placerat dolor. Fusce quis tincidunt diam.

font size: 10 pt.

Vestibulum ac massa eu felis aliquam fermentum et nec nisl. Suspendisse hendrerit nisl consequat tellus congue in viverra justo vehicula. Morbi at volutpat odio. Etiam et odio vel velit suscipit malesuada. Etiam varius commodo ligula euismod viverra. Pellentesque sed arcu ante. Nam vitae velit diam. Sincerely,

Font weights for business card:

Jessica L. Morgan

employee name: bold title: regular italic contact information: regular website: bold. 1224 E Trent Ave. Spokane, WA 99202 | PO Box 4066 Spokane, WA 99220 | 509-535-8510 | www.ugmspokane.org

font size: 10 pt.

Admin. back

Admin. front

Outreach back

Outreach 1-side

Dave Wall

Development Director ugmdave@ugmspokane.org | 509-535-8510 1224 E Trent Ave. Spokane, WA 99202 PO Box 4066 Spokane, WA 99220 www.ugmspokane.org

UGM Identity Standards Manual | page 9

font size: 9 pt.

Jim Stroh | Sales Manager oﬃce: 509-327-4357 | fax: 509-928-2518 7219 E Sprague Ave. Spokane Valley, WA 99212 jim.strohg@ugmspokane.org | www.ugmspokane.org

font size: 12 pt.

Examples | enterprise promotion There are a few important components in advertising for the enterprises, UGM Motors and UGM Thrift Stores. They are different than the other outreaches in that the audience wants to buy as well as donate. They compete with for-profit businesses as well as non-profit organizations. Both donations and sales are equally important, but what makes them unique to their competitors is the cause they support (”help the homeless”). The Thrift Stores use phrases such as “Your donations help the homeless,” and “Donate, Shop, Save” to unite the two messages of the cause and the product. Motors uses “Donate a vehicle and help the homeless,” to unite the messages in the same way. The stores use a consistent texture on their promotional materials, but the texture is not always necessary. Motors has a tread mark element that is helpful to reinforce the subject of vehicles.

small space ads

“Thank you for the meal.” hanging poster in store

billboard ad

Portraits are not the most effective element in advertising because they distract viewers from the product. However, photos and stories are very effective on-site when customers are shopping and donating. UGM Identity Standards Manual | page 10

billboard ad

website buttons

Website | specifications The Spokane, Washington logo must be used on each web page. Outreach names must be displayed in the Yank font (except in body text). The outreach pages should be represented with their primary color. Brown will always be the primary color for the website and is to be complimented with the other colors from the palette throughout. Each outreach page will show only their own colors with brown. Red (RGB: 138.31.3) should be used for the donate button and arrows with call-out messages. National is the font to be used throughout the entire website as able, with Yank as a secondary font to help certain words stand out, such as a statistic. The browser-native font should be Arial with Helvetica and/or Trebuchet as fallbacks. The standard size for photos in articles should be 288 pixels on the longest edge. Thumbnails for the Stories Archive page should be 100 x 100 pixels. Homepage buttons are typically no larger than 288 pixels wide. Drop shadows on buttons or artwork should be set at: 120 degrees angle, opacity - 50%, distance - 5, spread - 10, size - 10. UGM Identity Standards Manual | page 11

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras ut elit sit amet magna luctus congue. Quisque nisi diam, iaculis ac pulvinar et, convallis nec quam. Nam tempus consequat venenatis. Sed sollicitudin tincidunt ligula ut consequat. Phasellus vitae bibendum velit. Nulla rhoncus nisi eu magna aliquam a congue dui fringilla. Curabitur imperdiet, augue eget suscipit elementum, odio est ullamcorper dolor, eu eleifend nisi elit ac lorem. Morbi eu tellus in erat laoreet cursus. Duis eu mi sem, quis aliquet quam. Sed molestie fringilla auctor. Vestibulum imperdiet eros eu justo viverra luctus. Proin nec nulla eget dui ultricies eleifend ac non leo. Vestibulum eget elit urna. Suspendisse quis rhoncus enim

DONATE

Closing Remarks If you have any questions or concerns, please direct them to the Development Department. In order to receive one or more of the logo variations, please call 509-535-8510. Thank you for respecting the guidelines for the Union Gospel Mission brand identity and maintaining its consistency and integrity.

UGM Identity Standards Manual | page 12

PO Box 4066 Spokane, WA 99220 | 509-535-8510 | jessica.morgan@ugmspokane.org | www.ugmspokane.org