ymca camp anyname

Transcription

ymca camp anyname

CAPTURING The
Nature of Camp
Application of the Y Graphic Standards for
Resident Camps and Conference Centers
YMCA OF THE USA
Revised 06.06.2012
TABLe of CoNTeNTS
3 IntroductIon
4 Who Should uSe thIS document?
5 overvIeW
5 complIance tImelIne
6
7
8
9
12
APPLICATIoN of GRAPhIC STANdARdS
vISual SyStem overvIeW
locatIon name, logo clear Space and Font
StandardS For lImIted uSe oF a herItage logo
treatment oF amerIcan camp aSSocIatIon
accredItatIon logo
13 uSe oF Imagery
17 treatmentS oF artWork For apparel and
non-apparel ItemS
22 treatmentS For SIgnage
26
27
28
29
30
32
AddITIoNAL SAmPLeS
WebSIte
StatIonery
name tag
brochure coverS
apparel
35 movING foRwARd
37 CoNTACT INfoRmATIoN
2
ReSIdeNT CAmPS ANd CoNfeReNCe CeNTeRS
INTRodUCTIoN
For more than 125 years, camp has been among the most significant, life-changing and highly
regarded YMCA programs. Year after year we hear stories from campers, parents and alumni
about the profound, positive impact Y camps and staff has had on their lives. YMCA camps
promote sportsmanship, camaraderie, teamwork, commitment, friendship, perseverance,
tolerance and responsibility. Y camps embody excellence in youth development, healthy living
and social responsibility.
While the Y is often associated with camping, we haven’t worked closely together to ensure
that all resident camps within associations, independent camps and conference centers reap
the benefits of our shared, strong market presence until now. Our brand revitalization will allow
us to harness our collective power as “the Y,” be it a large association, a resident camp or an
independent Y.
Strong brands make an implicit promise that resonates with the public and other stakeholders.
They must deliver on their promise in word and deed. This requires consistency in tone,
appearance and message. Too many variations cause confusion. This is why graphic standards
for the Y brand exist—these standards are and will remain the primary resource guide for
camps to use for transition to the new brand.
At the same time, the camp experience is different from the typical YMCA experience. We
recognize that resident camps and conference centers face the challenge of promoting their
unique capabilities and geographic attributes across national service markets, and often within
the same region due to the close proximity of many of our camps to one another. As a result,
we need an application strategy that allows a camp’s spirit to shine through.
3
Y camps embody
excellence
in youth
development,
healthy living
and social
responsibility.
INTRodUCTIoN
Recognizing these unique needs, YMCA of the USA (Y-USA) created the Camp Transition
Strategy Task Force. Composed of YMCA resident camp and conference center leaders from
across the Movement, the task force was charged with exploring solutions to these challenges
so that camps can successfully differentiate and market themselves, while remaining compliant
with the Y’s graphic standards. As a result of their hard work and collaboration, this document,
which outlines some camp-specific applications of the Y’s graphic standards, was created.
who ShoULd USe ThIS doCUmeNT?
This document is intended for use by resident camps and conference centers and is not for
use by associations with day camp program offerings. Day camp will follow the same
brand transition plan that your association has developed for all of its programs.
This document is applicable for resident camps that offer day camp as an additional program;
you may use it as a guide for consistently promoting both programs.
Note: Throughout this document, for the sake of brevity, the term ‘camp’ broadly covers both
resident camps and conference centers.
4
oveRvIew
Because all camp collateral and apparel must adhere to the Y’s graphic standards, familiarizing yourself
with the details of the Y Graphic Standards Guide is an important first step. You’ll better understand
the supplemental applications of this document and how to successfully market your camp once you
have a full understanding of the Y brand elements, the visual system and how they are implemented.
This document outlines several style and usage applications for camp marketing communications
collateral, imagery, font, signage, apparel, as well as the option to carry forward heritage logos in
carefully defined ways through 2015. In addition, guidance is given on the use of heritage logos
in limited ways beyond 2015. This document features examples of what some camps have already
done with brand transition and some samples Y-USA created to help generate ideas. All references
noted in parentheses indicate the section within the Y Graphic Standards Guide where you can
find more information. Visit the Brand Resource Center on Exchange to download the complete
Y Graphic Standards Guide.
ComPLIANCe TImeLINe
All Ys, including resident camps and conference centers, need to complete transition to the
revitalized brand by December 2015. For additional support and guidance on implementing
the brand or creating your transition timeline, please visit the Brand Resource Center to find
customizable templates, training and educational tools, and sample work from Ys that have
already begun their transition.
Should you have questions as you move forward, please e-mail theYbrand@ymca.net or
call 800 872 9622.
5
APPLICATION
OF GRAPHIC
STANDARDS
vISUAL SYSTem oveRvIew
This section summarizes the basic elements—logo, areas of focus, color palette, imagery,
font, benefit statements—in our visual system*. Each element is further explained in
the Y Graphic Standards Guide. To download a copy, visit the Brand Resource Center on
Exchange.
Logo variation
Areas of focus
Color palette
Imagery
font
aabbcc
Cachet Book
abcdeFghIJklmnopQrStuvWXyZ
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*
Cachet Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*
Cachet Bold
ABCdefGhIJKLmNoPQRSTUvwXYZ
0123456789!@#$%^&*
IT’S NoT
JUST KId
STUff
ALL
ToGeTheR
BeTTeR
heLLo
Benefit statements
LeT’S woRK
ToGeTheR
7
LeARN
GRow
ThRIve
All references noted with an asterisk (*) indicate that you can find more information on this topic in the Y Graphic Standards Guide in the Elements of Our Identity section.
LoCATIoN NAme, LoGo CLeAR SPACe ANd foNT
LoCATIoN NAme
•
All camps must include “YMCA” in
their names.
foNT
Acceptable
fRoST vALLeY YmCA
YmCA CAmP eRNST
Unacceptable
fRoST vALLeY Y
CAmP eRNST
CLeAR SPACe
•
Blue border is not for
design replication.
Remember to keep the minimum clear space
(equal to the height of the word “the” in the
logo) around all sides of the Y logo*. Please note
that the blue border around the logo represents
the minimum space required. The more space
surrounding the logo the better.
= Clear space
AvoId LoCKUPS
•
8
When placing the Y logo in close proximity to
generic text (STAFF or VOLUNTEER, etc.) or
illustrations, use additional clear space to ensure
that the Y logo does not appear to be “locked
up” with another element. Logo lockups are not
permitted within the Y graphic standards.
Double the
clear space
STAFF
Do not use the name of your YMCA
as it is considered a lockup.
•
Cachet is our primary font. In situations where Cachet is
not available, Verdana may be used instead.
Cachet and verdana are the only two fonts ever to
be used for YmCA collateral. These fonts may not be
altered by shadowing, stretching, outlining or applying other
modifications*.
cachet
Book
abcdeFghIJklmnopQrStuvWXyZ
0123456789!@#$%^&*
Medium
0123456789!@#$%^&*
Bold
ABCdefGhIJKLmNoPQRSTUvwXYZ
0123456789!@#$%^&*
Verdana
Regular
Italic
0123456789!@#$%^&*
0123456789!@#$%^&*
Bold
Bold Italic
0123456789!@#$%^&*
0123456789!@#$%^&*
ANYTO
Sharks
COACH
STANdARdS foR LImITed USe of A heRITAGe LoGo
Once a resident camp or conference center has begun its brand transition, its heritage logo may still be used in conjunction with the new Y logo in limited, defined ways.**
A heritage logo is defined as a logo that was used to market resident camps and conference centers prior to July 12, 2010. The red-and-black Y logo and program logos are not considered
heritage logos; therefore, these logos are not to be used. If a heritage logo is altered, this would be considered creation of a new logo and it would no longer be used. (For ease of print
production, a heritage logo may be aligned to the new color palette. Altering the color palette for this purpose is the only change permitted in order for a logo to retain its heritage status.)
•
The Y logo and areas of focus should always lead in
the header or upper quadrant of a layout to be given
prominence.
•
The heritage logo should always be placed in the footer or
lower quadrant.
BeNefIT STATemeNT
BeNefIT
STATemeNT
offeRING CATeGoRIeS
YmCA CAmP ANYNAme
2011 Registration
YmCA CAmP ANYNAme
To ReGISTeR
CANCeLLATIoN PoLICY
• Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• Morbi placerat interdum arcu eu ornare. Aliquam id augue sem.
Suspendisse potenti. Nulla semper ligula varius est consectetur
pulvinar. Sed at ante tellus, sit amet tempus augue.
• In commodo dignissim massa non consectetur. Aliquam pretium
commodo nisi, quis euismod urna fringilla at.
• Donec erat tellus, faucibus vitae lacinia sit amet, sollicitudin vitae
tellus. Nullam ac pharetra sapien. Aenean mollis fringilla dapibus.
Natoque penatibus et magnis dis parturient montes, nascetur
ridiculus mus.
PAYmeNT PLAN
• Nulla facilisi. Integer adipiscing elementum vehicula. Nullam
porttitor egestas augue, quis tincidunt ipsum faucibus eu.
Integer risus purus, porta nec aliquam sodales, rhoncus in nisl.
Pellentesque habitant morbi tristique senectus et netus.
• Aliquam congue dignissim rhoncus. Nam dignissim est nec risus
tempor consectetur. Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae.
CoNfIRmATIoN
CAmP
heRITAGe
LoGo
• Integer risus purus, porta nec aliquam sodales, rhoncus in nisl.
Pellentesque habitant morbi tristique senectus et netus et
malesuada fames ac turpis egestas.
• Aliquam congue dignissim rhoncus. Nam dignissim est nec risus
tempor consectetur.
• Vestibulum ante ipsum primis in faucibus orci luctus et ultrices
posuere cubilia Curae; Aenean turpis odio, iaculis eget tempus
eget, vehicula nec nisl.
CoNTACT US TodAY
Morbi placerat interdum arcu eu ornare.
Aliquam id augue sem. Nulla semper ligula
varius est consectetur pulvinar.
ACCeSSIBILITY
Praesent mollis dui et nibh rutrum quis lobortis nunc lacinia. Duis
vel massa odio. Aenean sit amet lorem mauris, quis iaculis dolor.
Cras porta accumsan aliquet. Nullam auctor, elit a molestie iaculis,
lacus ante suscipit eros, eu consequat mi velit sed nisl. Integer urna
purus, commodo mollis sollicitudin sit amet, semper ac lacus. Donec
eu nibh libero. Praesent lobortis, nunc vitae malesuada faucibus,
nibh libero vulputate leo, vel dictum orci nibh vitae ligula.
ymca name
Address
Anytown, Any State 00000
P 123 456 7890 w web-address.com
Ad
9
Camp heritage logo at 40–60%.
** Effective January 1, 2016, heritage logo usage is limited as defined on page 11.
• Cras metus metus, vulputate sed gravida ut, consectetur nec
justo. Curabitur cursus justo sit amet augue tempor quis.
• ellentesque habitant morbi tristique senectus et netus et
malesuada fames ac turpis egestas. Praesent eleifend odio lorem,
eget dignissim arcu. In vel odio ut neque sollicitudin accumsan
nec sed nulla. Suspendisse potenti.
• Praesent mollis dui et nibh rutrum quis lobortis nunc lacinia.
Duis vel massa odio. Aenean sit amet lorem mauris, quis iaculis
dolor. Cras porta accumsan aliquet. Nullam auctor, elit a molestie
iaculis, lacus ante suscipit eros, eu consequat mi velit sed nisl.
PeRSoNAL PRICING PLAN / fINANCIAL ASSISTANCe
• Vestibulum ante ipsum primis in faucibus orci luctus et ultrices
posuere cubilia Curae; Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam porta tincidunt hendrerit. Nam convallis
mauris turpis, in tempus ante. Curabitur sit amet nisl in nulla
imperdiet ultricies.
• Proin vel lectus euismod nulla molestie bibendum. Aliquam et
magna nunc, id volutpat lorem. Nulla aliquam, justo et facilisis
condimentum, neque sem consequat nisi, id pulvinar odio enim
eu metus. Vivamus id ante nulla, vitae facilisis massa. Cras sed
sodales dolor. usce blandit hendrerit feugiat. Ut pretium, nunc
vitae tempus mattis, eros nibh lacinia turpis, non venenatis leo
libero nec tortor.
Please return your registration form to:
ymca name
Address
Anytown, Any State 00000
P 123 456 7890
online Registration Available!
Donec sed mi at arcu gravida euismod..
CAmP
heRITAGe
LoGo
Registration form
Camp heritage logo at 40–60%.
•
•
The Y logo and heritage logo should not appear together
in a balanced treatment or in a logo train sequence. A logo
train is the pairing of two or more logos in a layout to
show relationship.
Camp heritage logo may not be used without the Y logo or
placed in a position of prominence.
CAMP
HERITAGE
LOGO
CAMP
HERITAGE
LOGO
A
RICH
HISTORY
MAKE
HISTORY
Become a member of the Heritage Club
YMCA CAMP ANYNAME
Celebrating 75 years for the
YMCA Camp Anyname
•
The heritage logo must be sized between 40 and 60
percent of the Y logo.
100% size
60% size
Representation for size comparison, not placement
10
CAMP
HERITAGE
LOGO
50% size
CAMP
HERITAGE
LOGO
40% size
CAMP
HERITAGE
LOGO
Effective January 1, 2016, heritage logos may only be used for alumni and donor materials, historical displays and legacy signage.
Please refer to page 25 for more information on legacy signage.
•
CAMP
HERITAGE
LOGO
A
RICH
HISTORY
Celebrating 75 years for the
YMCA Camp Anyname
Alumni Wall
Zachary G. Adams
Jacqueline B. Albanese
Matthew D. Anderson
Katie L. Austin
Emily E. Barker
Tracy May Barton
Danielle R. Bean
Susan C. Beckley
Samantha A. Beckman
Nicole D. Benjamin
Marie April Beshures
Briana J. Binkerd-Dale
Marty Blodgett; Althea
Blodgett-Gallahan
Jennifer M. Bordoni
Yana Aleksandrovna Bovt
Elena R. Cabrera
Bryan M. Callaghan
Erin M. Caruth
Aaron M. Clifford
Brian M. Corbett
Angela N. Costantini
Sean P. Coyne
Audrey N. Cullen
Lauren M. Curtis
Eustina J. Daniluk
Donaliz DeJesus
Sam G. DeMello
Honora DeMott Grady
Jason Andrew Dengler;
Joanne E. Dietl
Edward G. Dittenhoefer
Elyse A. Eddy
Joshua H. Eller
Nadia Atef Elqasem
Melissa K. Eng
Jeffrey M. Erickson
Daryll P. Esposito
MAKE
HISTORY
11
YMCA CAMP ANYNAME
Become a member of the Heritage Club
YMCA CAMP ANYNAME
CAMP
HERITAGE
LOGO
Historical
information
and/or time line
referencing YMCA
milestones
CELEBRATING
100 YEARS
CAMP
HERITAGE
LOGO
Camp heritage
logo at 40–60%.
Alumni and/or
donor display
created before
July 2010
Camp heritage
logo used in high
prominence due
to its creation
prior to 2010.
Heritage club
brochure
Camp heritage
logo at 40–60%.
Alumni and/or
donor display
created after
July 2010
Camp heritage
logo at 40–60%.
Alumni celebration
t-shirt
Camp heritage
logo at 40–60%
on sleeve
placement.
TReATmeNT of AmeRICAN CAmP ASSoCIATIoN
ACCRedITATIoN LoGo
The American Camp Association (ACA) accreditation
multi- and single color logos may be placed on collateral as
long as the ACA logo is sized between 40 and 60 percent of
the Y logo, and the Y logo is given prominence.
BeNefIT
STATemeNT
Logo train featuring
ACA and heritage
logo at 40–60% size
placement.
2012 Summer Camp
Catalog & Registration
YmCA CAmP ANYNAme
CAmP
heRITAGe
LoGo
ymca-campanyname.org
Camp brochure cover
12
USe of ImAGeRY
•
In addition to silhouetted images*, high quality camp photos
may be used in circular and rounded rectangular shapes.
7
Limited examples—Not a comprehensive sampling
13
40
AM
WAKE UP
YMCA CAMP ANYNAME
Morning arrives! Ten campers in each cabin and their counselors get
a clean, healthy start, then join the rest of camp for wake-up skits,
songs and games.
8
38
AM
BREAKFAST
YMCA CAMP ANYNAME
Campers fuel up for a busy day, with everyone lending a hand. Upbeat music
and announcements also keep minds and bodies moving.
Interior page of camp brochure
USe of ImAGeRY
•
Camps may incorporate full-bleed photos to provide
panoramic visuals that are distinctive to the camp’s
natural environment, e.g., a full-size picture of a lake,
forest or camp activity*. Full-bleed photo means image
runs to the edge of a page.
•
Photographic non-white backgrounds featuring outdoor
elements specific to camp environments may be used
with photography, e.g., photos of wood grains, leaves
and pine trees, etc*.
wood
water
Pine Tree
dirt Path
IT’S ONE
BIG AIR
FRESHENER
OUT HERE
Proin vel lectus euismod nulla molestie bibendum.
Aliquam et magna nunc, id volutpat lorem. Nulla
aliquam, justo et facilisis condimentum, neque
sem consequat nisi, id pulvinar odio enim eu
metus. Vivamus id ante nulla, vitae facilis.
Use of Cachet font with
no modification (i.e., drop
shadows, outlines, etc.).
14
Vestibulum ante ipsum primis in faucibus orci
luctus et ultrices posuere cubilia Curae; Lorem
ipsum dolor sit amet, consectetur adipiscing elit.
Aliquam porta tincidunt hendrerit. Nam convallis
mauris turpis, in tempus ante. Curabitur sit amet
nisl in nulla imperdiet ultricies. Morbi convallis
vulputate libero, quis laoreet dui tincidunt sed.
Mauris sit amet mi eros. Donec hendrerit vehicula
nunc quis fringilla. Donec imperdiet.
Use of appropriate
rounded corners on box.
Transparent box using
colors from the new color
palette.
USe of ImAGeRY
•
•
Camps may use illustrations from the Brand Resource
Center or create illustrations that align with the brand’s
visual identity. Camp-specific illustrations created
with the task force’s guidance have been added to the
Brand Resource Center. Select simple, clean illustrations
that visually complement our logo. Free clip art typically
features visual detail, dimension, drop shadows or outlines,
and will thus rarely align with our visual system.
Illustrations may not be tied to a specific program or
service in such a way that they appear to be used on
an ongoing basis or as a logo or emblem*.
Acceptable
Unacceptable
Use of images with rounded corners.
ymca camp anyname
ymca camp anyname
KIdS
SAY heLLo
To fUN
dedICATed
TRAdITIoN
Sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Sed diam
nisi, ullamcorper id tempor et, malesuada et elit. Phasellus gravida hendrerit nunc, sed cursus.
fusce metus magna: Ultricies eu elementum et,
molestie vitae nunc. Morbi id odio ac justo fringilla
iaculis tincidunt vel augue.
AdmINISTRATIoN STAff
Praesent elementum: Luctus diam vitae blandit.
Suspendisse mollis eros non metus posuere tempus.
front:
Turpis Neque, In Interdum, Risus Nam,
At Convallis
mauris dictum lectus: Vitae sapien ultricies eu
vehicula arcu semper. Ut dolor mauris, molestie eget
tempus sed, cursus vitae odio.
Back row:
Lorem Ipsum, Dolor Sit Amet, Conse
Ctetur, Adipiscing Elit, Donec Sed
Quisque rutrum ultrices: tellus at porttitor.
Pellentesque habitant morbi tristique senectus
et netus et malesuada fames ac turpis egestas.
Maecenas quis vestibulum velit.
PAReNTS
SAY heLLo
To CoNfIdeNCe
Fusce metus magna, ultricies eu elementum et, molestie vitae nunc. Morbi id odio ac justo fringilla
iaculis tincidunt vel augue. Praesent elementum luctus diam vitae blandit. Suspendisse mollis
eros non metus posuere tempus. Ut dolor mauris, molestie eget tempus sed, cursus vitae odio.
Quisque rutrum ultrices tellus at porttitor. Pellentesque habitant morbi tristique senectus et netus
et malesuada fames ac turpis egestas.
Name
Title, Camp Anyname YMCA
Quisque id erat vel arcu tristique. proin at enim
eget lectus euismod varius. Vestibulum sapien nibh,
ultrices pretium commodo nec ut leo.
donec sed velit at magna dapibus. Cursus et
ut felis. Maecenas malesuada, tortor sed cursus
elementum, magna risus tristique arcu, id posuere
arcu augue nec lorem.
Aliquam tincidunt, urna sed pulvinar sagittis.
Massa dui ultricies felis, quis pharetra quam elit
et quam. Nunc ut tellus nunc, eget vehicula erat.
Integer auctor, tortor ut posuere rhoncus, nibh risus
interdum enim, vel varius quam libero ut elit. Sed
aliquam mi lorem, nec vestibulum enim.
Curabitur malesuada accumsan nunc, eu varius
nulla viverra at. Vestibulum ultricies sollicitudin
facilisis. In vulputate pulvinar libero at lacinia.
Curabitur laoreet justo eget lorem vulputate gravida.
www.webaddress.com
fusce varius ante et lectus varius ac imperdiet.
Libero scelerisque. Integer consectetur tincidunt elit
id venenatis. Quisque tortor.
Praesent posuere feugiat lobortis. In hac habitasse
platea dictumst. Praesent fermentum odio felis, a faucibus
eros. Suspendisse potenti. Vestibulum id accumsan velit.
Etiam in elit metus, et placerat ante. Ut eu nibh eget enim
cursus ullamcorper et congue felis. In hac habitasse platea
dictumst. Vivamus sodales mauris sit amet est vehicula
sed tempus justo placerat. Sed molestie ornare lorem vel
facilisis. Donec sollicitudin, nisi non aliquam pharetra,
lectus ipsum tincidunt enim, ut placerat erat tortor eu
lacus. Fusce at placerat augue. Etiam eget mauris sed eros
venenatis egestas.
Interior page of a camp newsletter
15
USe of ImAGeRY
•
Camp maps, facilities and site drawings are acceptable as
long as the illustration includes only Cachet or Verdana
fonts in the copy*.
Canoes
Kayaks
YMCA CAMP
ANYNAME
Banana Boat
Aqua Cycles
The Beach
Chapel
By The
Lake
100 Ft. Water Slide
Mountain
Bike Trails Swimming Pool
Powerline
Pump
Track
9th
Lon
t
Graders
Lof
gH
ous
The
e
Cachet
Candlelight
Ceremony
Lakeview Lodge
Grades 1-4
8th
Graders
Zip Line
16
Salamander Creek
Climbing
Wall
Giant
Swing
Burma
Bridge
Capture
The
Flag
Air Walk
Nature
Hikes
The Valley Girls
TReATmeNTS of ARTwoRK foR APPAReL ANd
NoN-APPAReL ITemS
•
Staff and retail apparel must include placement of
the Y logo.
•
The YMCA camp name can be included on staff and
retail apparel.
Cannot create
a lockup with
YMCA name
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
•
17
front
front
front
Back
front
front
When used as the only logo on apparel, the Y logo may
appear as a front, back or sleeve placement.
TReATmeNTS of ARTwoRK foR APPAReL ANd NoN-APPAReL ITemS
Unacceptable lockups
•
•
1
When using both the Y logo and your camp name on
apparel, you may exercise flexibility with placement
of both elements. These samples represent placement
YMCA CAMP ANYNAME
options; however, this is not a comprehensive sampling.
Cachet and Verdana fonts are the only two fonts permitted
to maintain the brand’s distinct look and feel. These fonts
may not be altered.
2
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
YM
CA
CAM
P AN
YN
AM
E
YM
CA
CAM
PA
NY
NA
ME
YMCA CAMP ANYNAME
front—Y logo & camp name placed on front
3
front—Front and sleeve placements
4
YMCA CAMP ANYNAME
YM
CA front
CAM
PA
NY
NA
ME
YMCA CAMP
ANYNAME
YMCA CAMP ANYNAME
front & Back
Front and back placements
YMCA CAMP ANYNAME
front
5
6
YMCA CAMP
ANYNAME
front—Front and sleeve placements
18
YMCA CAMP
ANYNAME
YMCA CAMP ANYNAME
front—Front graphic and sleeve placements
front
•
•
Through 2015, heritage logos are permitted on
all apparel at 40-60% of the Y logo and as a sleeve
placement only.
Logo train
of Y logo and
heritage logo
Camp heritage logo
at 40–60%.
effective January 1, 2016, heritage logos may be used
only on apparel that celebrates or honors alumni, and at
40-60% of the Y logo and as a sleeve placement only.
front
•
•
Ys may elect to add terms such as “Staff”
or “Volunteer” to apparel for the purpose of
signifying a functional role or to inform the
public of the person’s identity or relationship
to the Y.
With twice the
minimum clear
space, adding
generic terms is
permitted under
the logo.
front
ROLE
MODEL
STAFF
front & Back
Adding a YMCA name underneath or adjacent to the
Y logo is considered a lockup and is not permitted.
YMCA CAMP ANYNAME
STAFF
ST
STAF
YMCA CAMP ANYNAME
STAFF
front
19
•
Ys are encouraged to follow the new color palette when
choosing shirt colors. There are 17 colors from which
to choose, and all national preferred vendors adhere to
this palette*. Black is not recommended as it is closely
associated with our former logo and visual identity;
however, charcoal is an acceptable alternative. The final
decision on shirt color is at the discretion of each Y. Ys may
order shirts from a non-preferred or local vendor who has
signed a sub-license agreement.
•
White shirts can feature one of the 2-color logos.
Color shirts can feature the all-white logo*.
•
Please refer to the Brand Resource Center for a list of
preferred vendors to assist you with your apparel needs
and to access the sub-license agreement for local vendors.
20
LoGo ANd ARTwoRK CoLoRS
fABRIC CoLoRS
On colored apparel use the solid white logo.
On white apparel use one of the 2-color logos.
Fabric colors should adhere as closely as possible to the
pantone® colors from the Y’s color families.
PANToNe (PmS) color palette
Color Y logo on white shirt
White Y logo
on color shirt
Light
medium
dark
Green
pmS 7472 c
PMS 3268 C
pmS 3298 c
Blue
pmS process cyan c
pmS 3005 c
PMS 661 C
Purple
pmS 233 c
pmS 2415 c
PMS 268 C
Red
PMS 166 C
pmS 485 c
pmS 1807 c
orange
pmS 137 c
pmS 152 c
pmS 173 c
•
•
While there is freedom within the framework to create
unique designs, apparel graphics must align with
the graphic standards for the visual system. Ys may
incorporate illustrations from the Brand Resource Center
or create illustrations that comply with graphic standards.
STAFF
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
See shirt samples on the Brand Resource Center or in the
APPAREL STORE on Exchange (formerly known as the
YMCA Store.)
front
Back (Front requires Y logo)
Back (Front requires Y logo)
YMCA CAMP
ANYNAME EST.1971
YMCA CAMP
ANYNAME
YMCA
CAMP ANYNAME
front
ME
Y MC
YMCA CAMP ANYNAME
A
CA
front
21
front
NA
front
M P AN Y
front
(Unacceptable font modification—
no rounded path font)
front
(Unacceptable font modification—
no outlined font)
TReATmeNTS foR SIGNAGe
For more detailed information on creating brand compliant signage, please refer to the Technical Supplement to the Y Graphic Standards for Signage located on the Brand Resource Center.
•
Entrances to Y camps must clearly identify the camp
site or facility as a YMCA venue by using “YMCA”
as part of the camp name on the sign. Featuring the
Y logo on the sign is optional.
•
entrance signs may not feature a heritage logo.
22
Unacceptable
•
Camp signs may be constructed of natural materials,
such as wood or stone. When the sign bears the Y logo,
options include the examples shown at right.
An all-white Y logo on the natural material
An engraved, routed, etched or relief Y logo within the natural material
•
23
Whenever possible, use Cachet or Verdana fonts on
directional and building signs on camp property. These
signs do not require a Y logo. Cachet or Verdana are
not required on carved, routed or etched signs due to
manufacturer’s limited availability of these two fonts.
A 2-color Y logo on a white background
•
24
Exceptions to signage treatments are only permitted for
camps that operate on leased or government land and
are required to adhere to government code restrictions
for signage.
•
Legacy signage and historical displays may remain as
they currently exist. Legacy signage is signage that is
already in place on camp premises. Heritage logos may
be featured in perpetuity on signage or displays when
the camp’s heritage is the context. For example, it would
be appropriate on signage or displays referencing the
longevity of the camp, a historical timeline or legacy
display, or in recognition of alumni.
•
Any legacy signage that is replaced must reflect the
new brand.
•
Entrance signage is not considered legacy signage.
Please see page 22 for more information.
Legacy signage
Legacy signage
25
historical camp chapel signage with explanatory plaque
Additional
Samples
weBSITe
Name placement can be above
the fold on websites
27
STATIoNeRY
YmCA CAmP ANYNAme
Address, Anytown State 00000
P 123 456 7890 F 123 456 7890 website
Letterhead with heritage logo
28
CAmP
heRITAGe
LoGo
Beyond 2015, heritage logos may only be used on alumni and donor
communications. Please see page 9 for appropriate usage.
For more examples of letterhead, please refer to the Y Graphic Standards Guide.
YmCA CAmP ANYNAme
Address, Anytown State 00000
P 123 456 7890 F 123 456 7890 website
Letterhead without heritage logo
NAme TAG
fIRST LAST NAme
YmCA
CAmP ANYNAme
fIRST NAme
CAmP ANYNAme
YmCA
29
EMPLOYEE NAME
BRoChURe CoveRS
BeNefIT
STATemeNT
2012 Camp Registration Guide
YmCA CAmP ANYNAme
Brochure cover with full bleed photo
30
BeNefIT
STATemeNT
2012 Summer Camp
YmCA CAmP ANYNAme
Brochure cover with silhouetted image
BRoChURe CoveRS
BeNefIT
STATemeNT
YmCA CAmP
ANYNAme
2012 Summer Camp
YmCA CAmP ANYNAme
eARLY BIRd ReGISTRATIoN
Vivamus nunc odio, gravida id tempor at, congue at enim. Aenean
metus eros, aliquet in tincidunt eget, placerat et turpis. Maecenas non
neque magna. Vestibulum imperdiet risus eget metus congue lacinia.
Brochure cover with full bleed photo
31
BeNefIT
STATemeNT
2012 Camp Registration Guide
YmCA CAmP ANYNAme
Brochure cover with non-bleed photo
APPAReL
YMCA CAMP ANYNAME
YMCA CAMP ANYNAME
YMCA CAMP
ANYNAME
YMCA CAMP
ANYNAME
EXPERIENCE
ANYNAME
YMCA CAMP ANYNAME
ANYTOWN, STATE
SINCE 1977
YMCA
CAMP ANYNAME
Camp heritage logo
at 40–60% on sleeve
placement.
32
APPAReL
YMCA CAMP
ANYNAME
ANYNAME
YMCA CAMP ANYNAME
front
33
Back
YMCA CAMP ANYNAME
YMCA CAMP
YMCA CAMP
ANYNAME
APPAReL
YMCA CAMP ANYNAME
CELEBRATING
100 YEARS
YMCA CAMP ANYNAME
YMCA CAMP
ANYNAME
front
Tie-dye shirt.
Alumni shirt with camp
heritage logo at 40–60%
on sleeve placement.
Back
34
Moving
Forward
movING foRwARd
Y-USA created this document to guide the visual application of the Y brand in ways that help camps preserve
some elements of their identities, creatively apply the visual system and remain compliant with the Y’s brand
standards. Feel free to experiment with messaging and design within this framework to ensure that your
materials convey your camp’s unique spirit.
Creating collateral that aligns with the visual system is only one step in your camp’s brand transition. If you
haven’t already, you will want to create a timeline, budget and plan for your camp’s transition. The transition
steps are outlined on the Brand Resource Center. Your plan needs to include:
• Educating and engaging your stakeholders
• Using the touchpoint analysis template to audit materials that need to be revised
• Infusing the Y voice and messaging into communication materials
• Integrating visual system into communication materials
Additional support on implementing the brand, training staff and volunteers or creating your transition timeline,
is on the Brand Resource Center—customizable templates, training tools, and sample work from Ys that have
already begun their transition.
Thank you for your commitment to camping, to the Y, and most of all, to the kids and families who come
back year after year as they have for generations, because they know there’s no camp experience like
a Y camp experience.
36
CoNTACT INfoRmATIoN
All artwork and imagery used in this document are
for visual reference only and should not be extracted
from this PDF file.
For questions regarding these standards, please
e-mail theYbrand@ymca.net.
37
111266 06/12

ymca camp anyname

Transcription

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