Logo usage guidelines - San Diego Habitat for Humanity

Transcription

Brand Builder’s Handbook
Logo usage
guidelines
U.S. affiliated organizations
SECTION A
Introduction
About the Habitat logo
Purpose
1.0 Logo and usage
2.0 Logo requirements
3.0 Design basics
4.0 Applying the logo
5.0 Appendix
LOGO USAGE GUIDELINES FOR U.S. AFFILIATED ORGANIZATIONS • BRAND BUILDER’S HANDBOOK
Introduction
Dear Habitat partner,
I congratulate you on taking the step to consult the Brand Builder’s Handbook.
This is an invaluable resource for Habitat entities as they communicate Habitat’s
message and build our brand.
At Habitat for Humanity, as at any organization, our brand is one of our most
valuable assets. When people decide to volunteer, donate, advocate and spread
the word about Habitat, it is because they believe in what we do and how we
do it; they trust Habitat’s “brand.” It is our responsibility to be good stewards of
that trust. Everyone is a brand builder, from the people who answer the phones
to the people who assign tasks on the build site. We all contribute to peoples’
perception of Habitat.
Part of building a strong brand means creating a strong, consistent visual identity. This handbook helps us do that. Habitat staff has worked hard to determine
brand style guidelines that give voice to our brand. For instance, the colors of
blue and green were chosen in part because they reflect the colors of the earth,
which communicates both our global ministry and our grassroots nature. Even
these subtle details help us to communicate volumes about who we are as an
organization.
HFHI has tried to make it as easy as possible for you to follow the brand guidelines by providing you with resources such as the BuildBrand Store, in which
you can create your extended logo, already in the correct colors and format,
order customized stationery items and more—see inside this handbook for more
information about these great resources.
I encourage you to follow the guidelines included in this handbook; in doing
so, you will be doing your part to help tell Habitat’s story, build our brand and
strengthen Habitat so that we can help families in need for years to come.
Blessings,
Jonathan Reckford
Chief Executive Officer
Habitat for Humanity
Section A | Version 3.1
For support, e-mail marketing@habitat.org
August 2009
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2
BRAND BUILDER’S HANDBOOK • LOGO USAGE GUIDELINES FOR U.S. AFFILIATED ORGANIZATIONS
About the Habitat logo
Symbol
Legal
Logotype
Habitat for Humanity uplifts people by building decent, affordable housing in
partnership with them. It fosters unity by connecting them through a shared
concern: that far too many people endure sleepless nights in deplorable conditions. Following the teachings of Jesus, Habitat aligns itself with equality and
compassion, with service, tolerance and love.
Habitat for Humanity’s logo incorporates these ideals and reflects the principles
that shape the Habitat movement. In it, human forms stand united in common
purpose, their uplifted arms simultaneously indicating both the celebration of
what we have achieved and the continuation of the work that still needs to be
done. The logo’s rounded edges suggest a search for harmony, the universality of family, and the gentleness of spirit that springs from the heart of Habitat
partners. The roofline represents shelter, to be sure, but also symbolizes the
Habitat mission under which people of all races, ages and religious beliefs come
together for the common good.
The organization’s name itself is prominently featured in the logo, signifying
the two components that fuel Habitat’s mission. By creating decent habitat, we
strengthen humanity, assembling the framework that translates into new lives
and new hope, not only for those who will make a home there, but also for those
whose labor and love embody the very best in people.
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Purpose
This standards guide has been created to help protect and nurture the Habitat for
Humanity logo and brand value. It is a structural set of guidelines intended for
anyone who is helping to express the Habitat for Humanity global brand. Without
your help, Habitat for Humanity cannot present itself and its efforts in a clear and
consistent manner.
Table of contents
Maintaining a consistent brand identity is so important, it is listed as one of the
minimum requirements in the U.S. Affiliation Agreement and as a requirement
of all campus chapters. We appreciate all the efforts you make to follow these
standards and maintain a consistent visual identity, and we look forward to
working with you to help to present a cohesive voice for Habitat for Humanity.
2.0
2.1
2.2
2.3
If you have questions or comments about this standards guide, contact us at
marketing@habitat.org.
2.4
2.5
2.6
2.7
The goal in creating a brand identity
is not just surface consistency, but
inner coherence.
—Aubrey Balkind
1.0 Logo and usage. . . . . . . . . 4
1.1 Extended logos. . . . . . . . . 5
1.2 Extended logo formats. . . 6
Logo requirements. . . . . . 7
Unacceptable logo
usage . . . . . . . . . . . . . . . . . 7
Proper color usage. . . . . . 8
Clear space
requirements. . . . . . . . . . . 9
Minimum size
requirements. . . . . . . . . . 10
Graphic identifiers. . . . . . 11
Type treatments . . . . . . . 13
Secondary graphic
elements. . . . . . . . . . . . . .14
3.0 Design basics. . . . . . . . . . 15
3.1 Font guidelines . . . . . . . . 15
3.2 Using color. . . . . . . . . . . .20
4.0
4.1
4.2
4.3
4.4
Applying the logo. . . . . . 25
Preferred logo
placement . . . . . . . . . . . . 25
Tagline placement. . . . . . 28
Appropriate
background for logo. . . . 28
Habitat brand templates. . 29
5.0
5.1
5.2
5.3
Appendix. . . . . . . . . . . . . 30
Appendix A: HFHI
policy for use of the
HFH trademark (logo). . . 30
Appendix B: Sample
contract (letter) for
local vendors . . . . . . . . . 33
Appendix C: Glossary
of terms . . . . . . . . . . . . . . 34
August 2009
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The body is a unit, though it is made up
of many parts; and though all its parts
are many, they form one body.
—1 Corinthians 12:12
As an organization, Habitat for Humanity
has been blessed with a clear mission,
dedicated partners and a well-established
name. A consistent, common logo
enhances our brand, which already helps
“pave the way” as we communicate who
we are and what we do.
—Chris Clarke, senior vice president,
Marketing and Communications,
Habitat for Humanity International
1.0
Logo and usage
The following section outlines the framework and proper
usage of the Habitat for Humanity logo for all entities
within the organization. The consistent use of the elements
of communications, including our logo and all trademarks,
helps ensure the strength, stability and recognition of the
Habitat for Humanity brand worldwide.
Humanity—striving to provide simple, decent, affordable
houses in partnership with those who lack adequate shelter.
Together the elements of the brand convey a sense of the
organization’s quality and increase public awareness of its
mission and achievements.
The HFH logo, with its colors and stylized figures supporting one another, expresses the spirit of Habitat for
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Affiliate Name Here
Affiliate logo
Affiliate Name Here
Upper signature
School Name Here
Customized Name
Campus Chapter
logo
Campus Chapter
Customized Name
Lower signature
National logo
Country Name Here
Upper and lower signatures may not include words other
than the affiliated partner’s full, legally registered name.
SSO logo
(State Support
Organizations)
of State
1.1 Extended logos—The affiliate, campus chapter, state
support organizations and national logos are authorized
extensions of the global logo and can be used by the
Habitat organization for which it is most appropriate. These
extended logos include possible upper and lower signature
lines for customized identification in order to accommodate
each affiliated partner’s full, legally registered name. The
extended version of the trademarked logo is to be used
exclusively as the visual identity of an HFH affiliated entity.
The arrangement order of the logo elements, as well as
proportions, may never be altered.
Note: Habitat’s affiliated organizations may use their
extended logos at their own discretion, in accordance with the policies and practices outlined in the
U.S. Affiliated Organization Agreement. The use of
the global logo—that is, the Habitat logo which does
not specify an affiliated organization’s name—is
reserved for use by HFHI and should not be used
by affiliated partners without expressed permission
from HFHI. Questions about this should be directed
to marketing@habitat.org.
(Blue highlighted text indicates that the term is defined in
the glossary.)
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Preferred
Alternate
Align name flush
left with Habitat.
Customized Name
Customized Name
Customized Name
Name should not intrude into
area below symbol.
Customized Name
Customized Name
Center the name.
Center the name.
Align name flush left with Habitat.
Customized Name
Customized Name
Name should not intrude into area below symbol.
1.2 Extended logo formats
Preferred—The horizontal format is the preferred presentation of the Habitat for Humanity extended logos.
Alternate—The two Habitat for Humanity extended logo
formats are intended for use only when the preferred logo
format will not work. These are acceptable alternatives on
an “as needed” basis only.
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CUSTOMIZED NAME
Customized Name
Additional elements
have been added
CUSTOMIZED NAME
ALL CAPITAL LETTERS
used in signature
Customized Name
Logo has been
re-drawn
Tagline used in
signature line
Building houses building hope
Customized
Customized Name
Name
Drop-shadow effect
has been applied
Improper font used in
signature line
Customized
Customized Name
Name
Customized Name
Customized Name
Logo is in
non-MASTER color
Contact information is
listed in signature line
Customized Name
Customized Name
Customized Name
121 Habitat St. Americus, GA 31709
Customized Name
Logo has been
stretched
Logo is in grayscale
Customized Name
Customized Name
MASTER colors have
been flipped
Graphical element
has been separated
from the text element
(Habitat’s name)
Customized Name
2.0
Logo requirements
2.1 Unacceptable logo usage—The Habitat for Humanity
logo may not be modified, altered or corrupted in any
manner. Some examples of incorrect usage of the logo are
shown above.
Additional examples of incorrect usage of the logo include:
• Screening or tinting it.
• Outlining it.
• Repeating it or using it in a background pattern as a
design element.
• Using a name other than that registered with HFHI.
• Use of a logo or graphic identifier other than the trademarked logo or extensions thereof.
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Two-color presentation
Customized Name
Customized Name
One-color presentation
Customized Name
Customized Name
Customized Name
Customized Name
Box is not part of the logo.
Customized Name
Customized Name
Customized Name
Customized Name
Box is not part of the logo.
2.2 Proper color usage
Two colors—When using the Habitat for Humanity logo in
two colors, Habitat Blue and Habitat Green must be used
(see Chapter 3.2). No other two-color configuration is
acceptable.
One color—When using the Habitat for Humanity logo in
one color, it may only be used in one of the three MASTER
colors (see Chapter 3.2) and configurations shown above.
White can be used if the logo appears on a solid color
background.
Habitat Green is also an acceptable one-color treatment but
should be used sparingly, as the light green loses visual
impact and readability.
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Ideal clear space
2H
2H
2H
2H
2H
2H
2H
2H
2H
2H
Customized Name
2H
Customized Name
H
H
Customized Name
2H
2H
Customized Name
H
2H
2H
2H
2H
Customized Name
2H
2H
2H
2H
2H
2H
2H
Minimum clear space
H
H
H
H
H
H
H
H
H
H
Customized Name
H
H
Customized Name
H
H
H
Customized Name
H
H
H
Customized Name
H
H
H
H
H
2.3 Clear space requirements—To maintain the logo’s
visual integrity, the area around the entire logo, including
the affiliated organization’s name, should be clear of
elements such as type, photographs and other symbols.
Minimum clear space requirements—The minimum clear
space required is equal to the height of the “H” in “Habitat.”
The entire logo should be surrounded by clear space as
indicated in the diagrams above.
H
Customized Name
H
H
H
Ideal clear space requirements—The ideal situation for the
area surrounding the logo is equal to 2H, or a space equal
to twice the height of the “H” in “Habitat.”
The same clear space requirements apply to the alternate
logo formats.
See Chapter 4.1 for examples of preferred logo applications.
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.064” or 1/16”
Customized Name
Customized Name
1.125” or 11/8”
2H
2H
Print applications
2H
Customized Name
H
Customized Name
2H
Customized Name
Web or screen
applications
Customized Name
1.3125” or 15/16 ”
2.4 Minimum size requirements—The capital letter in the
affiliate name must measure a minimum of 0.64” (1/16”) in
print applications. The minimum size of the logo for online
usage is 1.3125” (15/16”) or 3.4 cm wide (93 pixels).
These size requirements should be always followed,
regardless of how the logo is printed.
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Program identifiers
The Women Build identifier is the only identifier that may be customized
Customized Name
Customized Name
2.5 Graphic identifiers—Habitat for Humanity only has one
logo. When a program has a graphic element that is used to
represent it, this is referred to as a program identifier.
Since 2005, program identifiers have been used sparingly
within Habitat. This is to ensure that the Habitat logo remains the most prominent graphic symbol to represent the
organization. HFHI currently uses only four program identifiers; these were chosen because of the brand equity of the
identifiers, the significant external audience of the programs
and the long history of the programs with Habitat. These four
programs are:
• Church Relations
• Global Village
• Women Build
• Youth Programs
As a general rule these program identifiers are always
presented in a “logo lock-up” format with the Habitat logo.
Customized Name
This reinforces that these are Habitat programs. The exception to this rule is in the case of a manual cover or brochure
in which the logo appears in the upper left corner and the
program identifier appears in the lower right.
Distribution of these program identifiers is at the discretion
of each program’s administrators.
To request permission to use the Church Relations identifier,
send an e-mail to globalfaithengagement@habitat.org.
To request permission to use the Global Village or Youth
Programs identifiers, send an e-mail to
volunteermobilization@habitat.org.
To request permission to use the Women Build identifier,
send an e-mail to womenbuild@habitat.org.
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Preferred standard identifier
Alternate standard version
Perferred affiliate-specific identifier with upper signature
Alternate affiliate-specific identifier with upper signature
Customized Name
Customized Name
Perferred affiliate-specific identifier with lower signature
Alternate affiliate-specific identifier with upper and lower signature
Customized Name
Customized Name
Customized Name
ReStore identifiers—Another identifier used by Habitat
affiliates is the ReStore identifier. The ReStore identifier can
be customized to include the name of the affiliate associated
with the ReStore.
The ReStore identifier should always appear along with the
Habitat for Humanity logo, as shown above.
The alternate version of the ReStore identifier is only for
use when the preferred version is unusable because of
space and size considerations.
To obtain graphic files of the ReStore identifier, send an
e-mail to logos@habitat.org.
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Jimmy & Rosalynn
Carter Work Project
Home Builders
Blitz
Customized Name
Affiliate
anniversary
logo
Customized Name
25th Anniversary
2.6 Type treatments—Many affiliated organizations wish
to commemorate milestone events and anniversaries.
These are momentous occasions, and should be celebrated!
To help you celebrate and spread the word, we have provided some guidelines for how to communicate these visually.
Special events and campaigns provide excellent opportunities to raise awareness for your affiliate or campus chapter
and increase recognition of your brand. For this reason,
your brand should always be the primary focus of any
event or campaign identifier.
HFHI recommends using your extended logo along with a
type treatment that highlights your milestone, anniversary
or campaign theme.
As illustrated above, the text of the type treatment must be
in Minion Regular and the color of the text is Habitat Blue
(see Chapter 3.2 for color codes).
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Examples of secondary graphic elements used during a special event.
Event shirt had secondary graphic on the front of the shirt and the Habitat
logo/event identifier lock-up on the back.
Event backdrop banner has secondary graphic below to the Habitat logo/
event identifier lock-up.
Event house sign had
Habitat logo/event
identifier lock-up at
the top and added
graphics below that
did not intrude into
the logo area.
Unique shapes that capture the
spirit of the location were used to
create this archway to the event
while leaving space within to put
the Habitat logo.
2.7 Secondary graphic elements—In some cases, the
use of standard graphic design elements may be used.
These are designs that are used on the stationery, apparel,
marketing materials or other items that are connected with
a specific event, milestone or campaign. Any secondary
graphic elements are to be clearly separate and apart from
the logo. Guidelines of clear space (see Chapter 2.3) and all
other guidelines should be followed. Graphics should never
be added to the logo, nor should they look like they are in
conjunction with the logo.
August 2009
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3.0
15
Design basics
3.1 Font guidelines—Typography is an integral part of our
visual identity. To ensure that the brand grows and reaches
its full potential, it is essential that all communications have
a consistent look and appearance; this includes font choice.
The fonts listed in this handbook were chosen to complement the logo and communicate attributes of Habitat for
Humanity. The serif font, in its grace and warmth, communicates the human side of Habitat, the sans serif font the
practical side of our work.
When choosing these fonts, we also took into consideration
universal usability and compatibility with both Macintosh
and Windows operating systems.
Note: The font used in the Habitat logo is not included
in this handbook. To preserve the logo’s distinct
visual identity and prominence in design, this font
is reserved exclusively for use in the Habitat logo
and should not be used in any other application.
Affiliated partners may request logo files from the
BuildBrand Store at My.Habitat.org.
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Minion Regular
As an alternate to underscroing, use Minion Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,:;?!
1234567890.,:;?!
Minion Italic
1234567890.,:;?!
Alternate font—Palatino
Minion Bold
1234567890.,:;?!
1234567890.,:;?!
Minion Bold Italic
Alternate font—Times
1234567890.,:;?!
1234567890.,:;?!
Preferred body copy font—Minion, a serif font, was
chosen for use as the dominant font in Habitat for
Humanity communications. It effectively communicates
the compelling qualities of Habitat for Humanity: concern,
warmth, harmony, gentleness of spirit and compassion. Its
powerful presence is based on graceful forms and wellbalanced proportions.
Minion Regular is the preferred body copy font for printed
pieces. Additionally, it may be used for quotations. Letter
spacing is normal for all text other than headlines.
Headlines are set in oversized Minion Regular with tight
letter spacing, creating visual tension to suggest the energy
in Habitat’s work.
Minion Bold is used for emphasis within text, as opposed
to underlining, and as an in-line subhead.
Alternate body copy font—If Minion is not readily available,
approved alternate fonts may be used. The Palatino font
family is the substitute for Minion.
If Palatino is not available, Times Roman can be the substitute.
August 2009
Univers Roman
Univers Oblique
1234567890.,:;?!
1234567890.,:;?!
Univers Bold
Univers Bold Oblique
1234567890.,:;?!
1234567890.,:;?!
Univers Condensed
Univers Condensed Oblique
1234567890.,:;?!
1234567890.,:;?!
Univers Bold Condensed
Univers Bold Condensed Oblique
1234567890.,:;?!
1234567890.,:;?!
17
Preferred subheading font—Univers Bold, a sans serif font,
can be used for subheadings, pull quotes or other items of
subordinate emphasis.
Univers Roman can be used for sidebar copy, photo captions, photo credits, footnotes or other alternative body
copy.
Non-condensed versions of this font are preferred, thus
users should refrain from using condensed fonts. Use the
condensed versions only when the normal is not suited to
the requirements of the application, such as in a form.
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Alternate font—Helvetica
Legault Regular
1234567890.,:;?!
1234567890.,:;?!
Alternate font—Arial
1234567890.,:;?!
Alternate subheadings—If Univers is not readily available,
a substitute may be used. The Helvetica font family is the
substitute for Univers.
If Helvetica is not available, Arial can be the substitute.
Accent font—Legault Regular may be used for quotations
and sign-offs.
Legault should be used in minimal instances; this can
include a heading on a certificate or a short phrase on a
T-shirt design. It should never be used for body copy.
Non-condensed versions of this font are preferred, thus
users should refrain from using condensed fonts. Use the
condensed versions only when the normal is not suited to
the requirements of the application, such as in a form.
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Legault Regular quotation
Imagine. All these strangers
came to help me. They worked
on my behalf so I could have
a house. This is the first time
that I have experienced such
love. I decided that I wanted to
FOR HUMANITY
beA PROGRAM
a part OF
of HABITAT
that community.
I wanted to be a Christian and
asked to be baptized.
—Collette Winterly Pierce, homeowner
Ridgecrest, Calif.
Our love should not be just words
and talk; it must be true love, which
shows itself in action.
—1 John 3:18
A run-down row house and a house renovated by Habitat for
Humanity in Philadelphia, Pa.
Who We Are
Habitat for Humanity is a nonprofit Christian housing ministry that works both to eliminate poverty
housing around the world and to make adequate
housing a matter of conscience and action.
Minion Regular
heading
Find Out More
For information about local projects, contact your
affiliate. If you have questions, contact the Church
Relations department:
• (800) 422-4828, Ext. 4317
• churchrelations@hfhi.org
Get
Involved
with Habitat for Humanity
Transforming
Build a house—Work with your
local Habitat affiliate to organize a
project and build a house. Work on
your own or partner with one or
more churches in your community.
Church Partnerships
Pray for Habitat for Humanity—Seek to better
understand the needs of people living in poverty
housing by becoming a partner in prayer.
Lives and Communities
A Program of Habitat for Humanity
Church Relations department
121 Habitat St. Americus, GA 31709-3498 USA
Phone: (800) 422-4828, Ext. 4317 Fax: (229) 924-0577
e-mail: churchrelations@hfhi.org www.habitat.org/cr
Outside of broadsheet brochure
Participate in a blitz build—Feel
the excitement as volunteers raise
the roof and complete a house on an
accelerated schedule.
Univers Bold
in-line subheadings
Be a part of a Global Church
Partnership—Establish partnerships with churches in another part
of the world as you build houses
together and learn about another
culture.
Become advocates for housing—Within the
church and within the community, be a passionate
voice proclaiming that poverty
housing is
unacceptable.
Join a special event—Be a
part of Habitat’s focus on church
partnerships in September, called
Building on Faith, or plan an Easter
build in the spring. Talk with affiliate leaders to discuss possibilities.
Organize an Apostles Build project—Join with
11 other churches in your community to serve as the
apostles of Jesus served. Build a house together.
What Christian Leaders Are Saying
about Habitat for Humanity
Minion Regular
body copy
I wish to make an earnest call to everyone,
Christians and followers of other religions,
to work together to build a world without
violence, a world that loves life, and grows in
justice and solidarity. God bless all who are
building this home for Habitat for
Humanity.
—Pope John Paul II
at World Youth Day 2002
Over the years, our involvement with Habitat
for Humanity has helped establish our congregation as one that takes the community’s needs
seriously and seeks to meet them in concrete
and practical ways. Persons have sought us out
as they search spiritually;
others as they look for a church home.
—The Rev. Jeff Wright
Heart of the Rockies Christian Church
(Disciples of Christ), Fort Collins, Colo.
Provide
volunteers—
Ask your local
affiliate to schedule days when
you can send
work crews to
the building site
or prepare meals
or help with
family selection.
Our partnership with Habitat makes so much
sense because it is built on our shared faith.
...Habitat is a Christian ministry dedicated to
improving the lives of people everywhere.
—Bishop T.D. Jakes
The Potter’s House, Dallas, Texas
You don’t do outreach as an investment, but it
just works out that way. A Habitat partnership
is definitely a two-way street, but there are multiple lanes coming back into church life.
—The Rev. Pat Driskell
First Cumberland Presbyterian Church
Lubbock, Texas
Inside of broadsheet brochure
Example—Above is an example of print material following
the font guidelines.
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3.2 Using color—Color is a powerful way to communicate a message and serves as an integral part of our visual
identity. The colors on the following pages have been
selected because they represent the energy and excitement
of Habitat for Humanity’s ministry.
The palette includes bright, pleasing and subdued colors
for a variety of communication needs. It also provides for
cultural differences that are inherent in our global work.
All Habitat entities are encouraged to draw from this color
palette when designing communications pieces, as use of
the palette will create the proper mood and a consistent
tone across our publications.
Each of the colors in the color palette is labeled with its
color code, including PANTONE®, CMYK, RGB and Hex.
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Habitat for Humanity MASTER Colors
Habitat Blue
(or PANTONE® 294)
C-100 M-58 Y-0 K-21
R-49 G-77 B-137
Hex#005596
Habitat Green
(or PANTONE® 361)
C-69 M-0 Y-100 K-0
R-109 G-179 B-64
Hex#51B948
Black
C-0 M-0 Y-0 K-100
R-0 G-0 B-0
Hex#000000
Habitat for Humanity PRIMARY Colors
PANTONE® 485
C-0 M-95 Y-100 K-0
R-192 G-36 B-39
Hex#DC241F
PANTONE® 130
C-0 M-30 Y-100 K-0
R-230 G-192 B-31
Hex#F1AB00
PANTONE® 174
C-0 M-70 Y-100 K-36
R-145 G-79 B-27
Hex#9A3416
PANTONE® 268
C-82 M-100 Y-0 K-12
R-70 G-18 B-109
Hex#4A207E
The colors shown here and throughout this manual have not been evaluated by Pantone, Inc. for
accuracy and may not match the PANTONE® Color Standards. Consult current PANTONE® Color
Publications for accurate color. PANTONE® is the property of Pantone, Inc.
Color palette—The Habitat for Humanity palette is composed of different levels of color. The MASTER color palette
is used for our logo and is the central expression of the
Habitat brand.
nature. These specific shades of blue and green have been
trademarked by Habitat for Humanity for use in our logo;
it is important that affiliated organizations use these exact
shades whenever possible.
The MASTER color palette includes the logo colors,
Habitat Blue and Habitat Green. These colors were selected
because they reflect the colors of the earth, which communicates both our global identity and our grassroots
The PRIMARY color palette supports our MASTER color palette while expanding the look of our brand and adding the
possibilities for more diverse and dynamic communication.
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Habitat for Humanity SECONDARY colors
PANTONE® 7468
C-97 M-44 Y-23 K-2
R-0 G-117 B-159
Hex#00759F
PANTONE® 335
C-100 M-26 Y-71 K-12
R-0 G-123 B-99
Hex#007B63
PANTONE® 1245
C-23 M-42 Y-100 K-3
R-198 G-146 B-0
Hex#C69200
PANTONE® 1595
C-10 M-77 Y-100 K-2
R-218 G-92 B-5
Hex#DA5C05
Habitat for Humanity TERTIARY colors
PANTONE® 543
C-41 M-17 Y-3 K-0
R-147 G-185 B-220
Hex#93B9DC
PANTONE® 404
C-51 M-47 Y-55 K-15
R-124 G-115 B-105
Hex#7C7369
PANTONE® 7502
C-18 M-22 Y-44 K-0
R-211 G-190 B-150
Hex#D3BE96
The SECONDARY color palette supports the PRIMARY color
palette. It extends the overall field and provides opportunity
for accent and variety.
The TERTIARY color palette should only be used for background treatments behind text or graphics. These colors are
best used in a CMYK process in order to achieve the best
application of the color.
The colors from the PRIMARY, SECONDARY and TERTIARY
color palettes should never be used when reproducing the
logo.
August 2009
Primary two-color combinations
23
Three-color combinations
Secondary two-color combinations
Tertiary two-color combinations
Two-color combinations—Two-color combinations are
based on one MASTER color and one other color in the
Habitat for Humanity palette. Suggested combinations are
shown above.
Three-color combinations—Three-color combinations are
based on one MASTER color and any two other colors in
the Habitat for Humanity palette. Suggested combinations
are shown above.
August 2009
24
lively healthy playful active compelling
fresh vibrant dynamic magnetic powerful
serene tranquil peaceful calm sophisticated
composed spiritual clean cultivated harmonious
Sample color combinations—Above are possible color
combinations for various communication pieces and media.
They are arranged in categories according to the mood
they convey.
These are only suggested combinations. Have fun making
your own color combinations using the supplied color
palette.
August 2009
8.5”
25
8.5”
3.6667”
Customized Name
Customized Name
Customized Name
Softwood Lumber Grant Program
Customized Name
Customized Name
Frequently asked questions
Customized Name
General questions
How can our affiliate apply to receive the Softwood Lumber grant?
Download a copy of the Softwood Lumber Grant Agreement from the U.S. Grants
site on PartnerNet BETA (under the Funding and Support tab). Submit this agreement electronically to softwoodlumber@habitat.org.
Once we submit our application (grant agreement), how long does it
take for our affiliate to be approved to participate in the grant program?
Will we be notified that we have been approved?
When you submit your application to softwoodlumber@habitat.org, we import
your information into our database and confirm your affiliate’s eligibility to receive
HFHI funds. You should receive e-mail notification of your affiliate’s approval
within 10 days.
11”
How much funding should we expect to receive?
Affiliates receive reimbursement for all qualifying lumber invoices. Depending on
an affiliate’s method of construction, grants have ranged from $1,500 to $8,500 per
house, but they are not limited to this amount.
8.5”
Why can’t we receive the grant money before we build the house,
so we can use the funds to purchase what we need?
Receipts for lumber purchases are necessary so that in an audit we can demonstrate
that the funds were used to purchase lumber as intended.
What are our chances of receiving this grant?
Excellent. At the initial stage of this grant, every U.S. affiliate that is in compliance with Habitat’s basic tenets can receive reimbursement for qualifying lumber
purchases.
Reaching
another
milestone
Annual report
We don’t serve a timber-reliant area. May we still apply for funds?
Yes. Although funding will become restricted to “timber-reliant” states and disaster
recovery later on, at its launch the Softwood Lumber program will allow affiliates
in all 50 states to apply for reimbursement.
GREGG PACHKOWSKI
4.0
How long will this program last?
The program will continue until all of the funding has been distributed. Program
administrators estimate the duration will be about three years.
Are there any sponsor-recognition requirements?
No.
Applying the logo
4.1 Preferred logo placement—Correct use of the Habitat
logo within printed marketing materials is essential for
strong brand identity. The examples above show the
preferred logo placement for fact sheets, brochures and
covers.
The preferred placement is the upper left corner. The dotted
lines refer to the ideal clear space (see Chapter 2.3 for more
details on the clear space requirements).
August 2009
26
Customized Name
Customized Name
Customized Name
Customized Name
Customized Name
This simple, decent house
built in partnership with
Family Name
Here
Affiliate phone number here
Affiliate address here
House partnership sign
1234 Main St.
Mon.–Fri. 9–5
(555) 555-1212
Affiliate hours door sign
Building houses, building hope
Another simple, decent
Habitat house built by:
Affiliate office sign
Customized Name
and
Sponsor/Partner
Name Here
Customized Name
Customized Name
Customized Name
Customized Name
Building
houses,
building
hope
Affiliate office sign
Yard sign
Preferred logo placement on signage—The examples above
show the preferred logo placement for house signage and
physical space signage. Remember to allow for appropriate
clear space around the logo.
August 2009
Placement of logo on wearables
and promotional material
27
100 percent blue and green
Examples below of tints
of the colors above
Preferred logo placement on wearables—The examples
above show the preferred use of the logo on promotional
products and wearables. When applying the logo, always
maintain a high contrast between the authorized logo color
and the material color.
When printing the Habitat logo on wearables, always
use the MASTER color palette (see Chapter 3.2) and the
approved color combinations: blue and green, all-blue,
all-black or all-white (see Chapter 2.2).
When selecting the apparel item on which you will print
the logo, it is preferable to select the color from the Habitat
color palette (see Chapter 3.2). Tints of these colors are also
acceptable. Examples of tints are above.
Logo positioning must follow clear space and format
requirements (see Chapter 2.3). When positioning the logo,
use the format and position that allow the most visible
application.
Habitat for Humanity International has negotiated favorable
pricing with selected authorized vendors. These vendors
are trained in the correct application of the Habitat logo. A
list of authorized vendors is available on My.Habitat.
More information about appropriate logo usage on
wearables is available in Section B of the Brand Builder’s
Handbook.
August 2009
28
Logo showing tagline placement
H
Sample folder with appropriate logo background
and alternate placement of a tagline
H
H
Customized Name
H
Customized Name
Customized Name
H
Customized Name
H
H
Tagline will go here
H
H
Help build it!
4.2 Tagline placement—The standard placement of a
tagline is below the logo in a preferred or alternate serif
italic font (see Chapter 3.1). The tagline is placed outside of
the clear space. Maintain the minimum clear space requirement when placing the tagline (see Chapter 2.3). The
preferred color for the tagline is Habitat Blue.
4.3 Appropriate background for logo—The Habitat for
Humanity logo should be placed on a white field whenever
possible.
August 2009
Customize! …in the BuildBrand Store
29
Downloadable templates for PowerPoint®
Downloadable ads for Word ®
Building houses.
Changing lives.
At Habitat for Humanity, we have a simple
yet extraordinary mission: to eliminate
substandard housing from the world. We do this
by partnering with families in need to offer them
a hand up, not a hand out.
We are building more than houses, we’re
building hope. Won’t you join us?
Learn more. Volunteer. Get involved.
Help Build It!
www.habitat.org
4.4 Habitat branded templates—HFHI has created several
templates that incorporate the Habitat logo, each of which
can be personalized with your extended logo. These templates are located in two online locations:
•
The BuildBrand Store has online templates for printable
items such as letterhead, business cards, envelopes,
mailing labels, etc.
•
My.Habitat has downloadable template resources, such
as PowerPoint® presentations and an editable brochure.
For assistance finding resources in My.Habitat, contact
the U.S. Support Center at (877) 434-4435 or
USSupportCenter@habitat.org.
August 2009
30
5.1
Appendix A
HFHI policy for use of the HFH trademark (logo)
Effective date: June 2, 2005 [Updated: 1/12/2009]
Owned by: Partner Resources/Marketing and Communications Division HFHI
Approved by: HFHI Chief Executive Officer
Introduction/purpose
Habitat for Humanity International (HFHI) has officially registered a trademark (the “Mark”) with the
United States Patent and Trademark Office (USPTO). As depicted in section A, HFHI now employs
monolithic brand architecture with authorized brand extensions to the global trademark for affiliate,
state support organization (SSO), campus chapter and national organization trademarks and designated partner trademarks.
The purpose of this policy is to document HFHI’s policies for use of the Mark by all global entities
of HFHI, i.e., headquarters, area and regional offices; affiliates; state support organizations; campus
chapters; national offices; designated partners; and authorized vendors.
In order to protect our trademark rights, use of the global Mark will be strictly controlled by HFHI
headquarters, but our affiliates, state support organizations, national offices, campus chapters and
designated partners may freely use the appropriate extended brand Mark as long as that use complies with HFHI stated policies.
While Habitat for Humanity is an organization known for individuality, its branding efforts need to
promote unity in appearance, look and feel.
To do otherwise diminishes one of the strongest brands in the non-profit sector.
Applicability
This policy applies to all HFHI departments and staff members, U.S. and international affiliates, state
support organizations, national offices and campus chapters. The trademark guidance applies to all
designated partners and commercial vendors who desire to use the HFH Mark.
Terms
• Global Trademark (Mark)—The symbol and words registered with the USPTO for exclusive use by
HFHI. Also referred to as the “logo.”
• Affiliate/SSO/campus chapter Trademark—The extension symbol and words (customizable to the
affiliate or SSO) assigned for use by a particular affiliate, SSO or campus chapter.
• Partner Trademark (by partner level)— The extension symbol and words (customizable as to the
level and/or type of partnership) authorized for use by a designated partner (corporation, foundation, organization or institution) per guidance provided by HFHI Resource Development.
• Authorized Vendor—A vendor so designated by HFHI that has certified compliance with the HFH
Brand Builder’s Handbook and has demonstrated a high degree of quality and services in past
relationships with HFHI.
August 2009
31
Responsibilities
• The Senior Vice President of Marketing and Communications is responsible for all policies and
procedures involving use of the HFHI Mark, unless otherwise provided by the CEO or International
Board of Directors.
• The Trademark Oversight Group (the “Oversight Group”) is responsible for reviewing all questions
and requests regarding use of the Mark and referring policy and use recommendations to the
Senior Vice President of Marketing and Communications. The Oversight Group membership consists of the HFHI Art Director and Brand and Partner Resources Manager and representatives from
Corporate Programs, General Counsel and the Development Communications and Brand Strategy
and Special Initiatives units. Other representatives may be appointed to the Oversight Group as
determined by senior management or the International Board of Directors.
• HFHI staff members will ensure that the Mark is used only in compliance with the standards outlined in this document. Report possible instances of misuse to the Trademark Oversight Group via
e-mail to marketing@habitat.org.
• The Brand and Partner Resources Manager oversees all activities related to licensing of the HFH
Mark for commercial purposes.
• The Art Director oversees all quality standards related to use of the Mark.
• The General Counsel renders legal guidance relative to the use of the Mark.
• The Senior Vice President of Resource Development and representatives from the Development
Communications unit oversee all certification of HFHI partnerships (corporations, foundations,
organizations and institutions) and publishes policies relating to their privileges associated with
use of the partner Marks, i.e., privileges accorded to the various partnership levels.
Ownership of mark
The Mark is the property of HFHI. All Habitat for Humanity entities and authorized users must agree
that they will do nothing inconsistent with such ownership and that all use of the Mark by authorized
activities shall be to the benefit of and be on behalf of the Habitat for Humanity mission.
Authorized users must formally agree via contract or statement to use the Mark in accordance with
this policy document. Only HFHI may approve use of the global Mark.
Quality standards
See section A for the Brand Builder’s Handbook. The Mark may be used on printed materials, signage,
Internet sites, apparel, merchandise and promotional items. HFHI Marks are intended to present a
positive image of Habitat for Humanity and may not be altered except in the prescribed way (See
section A). The Mark may not be used in the name of a business or logo, in promoting services or on a
product in a way that could state or imply an endorsement by HFHI.
The Mark may not be used in any way that discriminates or implies discrimination against any persons or groups based on age, ancestry, belief, color, creed, disability, national origin, race, religion,
sex, sexual orientation or veteran status, or in any other way that would be a violation of the HFHI
anti-discrimination policies.
The use of the Mark with the following types of products normally will not be approved:
• firearms or other products designed to be used to injure or kill;
• alcohol-related products;
• tobacco-related products;
August 2009
32
• sexually suggestive products;
• food and beverage products and accompanying packaging (other than for limited internal consumption in connection with official HFH events);
• products that present an unacceptable risk of liability;
• products that are inimical to the mission or image of the HFHI.
Standards for use
HFHI (Departments and/or Programs). All use of the Global Mark (See section A) must be coordinated
with the Trademark Oversight Group and approved by the Senior Vice President of Marketing and
Communications. This includes placement of the Mark on printed materials, signage, Internet pages,
apparel, merchandise and promotional items.
Affiliates, SSOs and campus chapters may use the appropriate Mark, and it must be used in total
compliance with this policy. Misuse of the Mark may result in sanctions against the organization.
Designated Partners. The HFHI Resource Development Division certifies designation of corporations/
organizations/foundations/institutions at various partnership levels. Only HFHI-certified partners may
use the Global Partner Mark, and it must be used in total compliance with this policy. Affiliates and
SSO may set local policies for designation of partners/sponsors and use of the affiliate/SSO partner
Mark, provided these local policies are consistent with the HFHI policy.
Vendors. All use of the Global Partner Mark by a vendor for commercial purposes must be preapproved by the Brand and Partner Resources Manager. Vendors will be required to formalize an agreement with HFHI for each use of the Global Partner Mark.
Business Documents. As part of a comprehensive branding program, HFHI has created a template
process for the creation of certain business documents, e.g., letterhead, business cards, envelopes,
etc. HFHI departments, affiliates, SSO, campus chapters and other related entities must use these
templates as part of their acceptance and implementation of the new logo.
Authorized vendor program
HFHI will recognize Authorized Vendors to designate a limited number of vendors who have contracted with HFHI to fully comply with the HFH Brand Builder’s Handbook and who have demonstrated a
high degree of quality and service in past relationships with HFHI.
HFHI departments must use an authorized vendor and coordinate their order through the Brand and
Partner Resources Manager whenever ordering HFH global mark-branded merchandise for special
events or program related activities, e.g., the Carter Project, Women Build, Youth Programs, etc.
Affiliates, SSO, campus chapters and designated partners are not required
to use an HFHI Authorized Vendor. However, they should use the sample
local vendor agreement provided at Appendix B. Authorized vendors are
identified by the following mark:
August 2009
5.2
33
Appendix B
Sample contract (letter) for local vendors
Dear Sir or Madam:
The purpose of this letter is to authorize ________________________________________ (“Vendor”)
to manufacture and produce ________ number of ___________________________________________
using the name and logo of _____________________________________________________________
(“Habitat for Humanity affiliate / campus chapter/state support organization”) (the “Habitat Marks”).
This authorization is contingent upon Vendor using the Habitat Marks in conformity with the attached
Policy and Identity Guidelines (Handbook). The Vendor is not authorized to use any Habitat Mark in a
manner that is not in conformity with the Identity Guidelines. Vendor agrees that all use of the Habitat
Marks by Vendor shall inure to the benefit of and be on behalf of Habitat for Humanity International,
Inc. and Vendor agrees that nothing in this letter shall give Vendor any right, title or interest in the Habitat Marks other than to use the Habitat Marks only in accordance with the terms of this letter.
August 2009
34
5.3
Appendix C
Glossary of terms
body copy font
high contrast colors
The font used in the main section, or body, of a page.
High contrast refers to where two or more colors sit in
relation to each other on in the spectrum of colors. High
contrast colors create a “pop-out” effect, which makes the
logo more noticeable and less likely to fade into a background color. Examples of high contrast color combinations are: black logo on yellow background; white logo on
blue background; blue/green logo on a white background.
clear space
The area surrounding the logo that must be clear of all
other graphics, text, etc.
CMYK process color
A system for determining the proper color(s) of an image by combining different amounts of four colors: Cyan,
Magenta, Yellow and Black (CMYK). Offset printing presses
and many digital color printers use the CMYK system to
print colors.
in-line subhead
A heading that is placed in-line with the text it precedes.
Written out, it will look like the first sentence of the paragraph.
logo lock-up
condensed font
Versions of a specific font that have been altered so as to
take up less space on a line of text, usually by making the
letters thinner.
Format in which a graphic or type is presented with the
logo. The Habitat logo is to the left or top of the graphic or
type and can be separated by a vertical or horizontal line.
master color
extended logo
The extension of the Habitat logo that incorporates the
name of a specific affiliated organization into the design.
One of the three colors from the MASTER color palette. The
MASTER color palette includes the three possible colors of
the logo.
global logo
offset printing
The Habitat logo that does not include the name of a specific affiliated organization. The global logo is reserved for
use by HFHI; requests for use of the global logo by affiliated
organizations will be evaluated on a case-by-case basis.
Commonly used printing technique where the ink image
on the plate is transferred from a plate to a rubber blanket,
then to the printed surface.
PANTONE®
“H” space
A measurement determined by the height of the letter “H”
in the word “Habitat”.
“2H”
Pantone Inc. is a corporation that has determined a specific
code for each color. These codes are known as Pantone
Matching System (PMS) colors, or simply as PANTONE®
colors. Many vendors will use PANTONE® colors to produce apparel, signs and banners, etc.
Twice the height of the letter “H” in the word “Habitat”.
primary color
Hex
Hex is short for hexadecimal color codes. Hex is a way to
present the RGB code in a one-number format, rather than
three different numbers.
One of the four colors from the PRIMARY color palette. The
PRIMARY color palette is recommended for use on documents that include the logo.
August 2009
35
program identifier
sidebar copy
A graphic identifier for a program; the four programs
with program identifiers are: Church Relations, Global
Village, Women Build and Youth Programs as a general
rule. Program identifiers should be used in a logo lock-up
format. (See Chapter 2.5 for more details.)
Text that does not fall in the main body of the page, but in a
side margin.
pull quotes
A quotation or excerpt that is placed in a larger typeface on
the same page. This is used to emphasize a quotation or to
give a brief summary of the page.
RGB color
A system for determining the proper color(s) of an image
by combining different amounts of three colors: Red, Green
and Blue (RGB). RGB is largely used in digital or electronic
projects, such as Web sites.
sign-offs
Used in place of an actual signature to end a letter or missive from an individual in a manual, handbook or other
document.
spot color
A color that is printed from one printing plate which
contains one matched color of ink, as opposed to CMYK
process. All PANTONE® colors are spot colors (though not
all spot colors are PANTONE® colors).
tertiary color
See “serif font.”
One of the three colors from the TERTIARY color palette.
The TERTIARY color palette is recommended for use as a
background color. These are best created through a CMYK
process application.
secondary color
two spot color
One of the four colors from the SECONDARY color palette.
The SECONDARY color palette is recommended for small
touches of color that brighten up a document.
A design reproduced using two non-CMYK inks, often
specified as particular PANTONE® colors.
sans serif font
type treatment
serif font
A font in which little wings or tips are added to the end of
the strokes that make up the letters. Fonts that are sans
serif do not have these tips.
Format in which text is presented alongside the logo. Type
treatments are also examples of a logo lock-up.
August 2009
5
Affiliate Name Here
Affiliate logo
Affiliate Name Here
Upper signature
School Name Here
Customized Name
Campus Chapter
logo
Campus Chapter
Customized Name
Lower signature
National logo
Words other than the affiliated partner’s full registered
name may not appear in the upper or lower signatures.
Country Name Here
SSO logo
(State Support
Organizations)
of State
1.1 Extended logos—The affiliate, campus chapter, state
support organizations and national logos are authorized
extensions of the global logo and can be used by the
Habitat organization for which it is most appropriate. These
extended logos include possible upper and lower signature lines for customized identification in order to accommodate each affiliated partner’s full, registered name. The
extended version of the trademarked logo is to be used
exclusively as the visual identity of an HFH affiliated entity.
The arrangement order of the logo elements, as well as
proportions, may never be altered.
Note: Habitat’s affiliated organizations may use their
extended logos at their own discretion, in accordance with the policies and practices outlined in the
U.S. Affiliated Organization Agreement. The use of
the global logo—that is, the Habitat logo which does
not specify an affiliated organization’s name—is
reserved for use by HFHI and should not be used
by affiliated partners without expressed permission
from HFHI. Questions about this should be directed
to marketing@habitat.org.
(Blue highlighted text indicates that the term is defined in
the glossary.)
August 2009

Logo usage guidelines - San Diego Habitat for Humanity

Transcription

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