Operation Kindness Brand Guidelines Ver 6

Transcription

Operation Kindness Brand Guidelines (Ver. 6)
BRAND GUIDELINES
Ver. 6 - August 30, 2013
© 2013 Operation Kindness. The Operation Kindness logo is a mark of Operation Kindness. All rights reserved.
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OVERVIEW
The purpose of the Operation Kindness Brand Guidelines is to document and set
guardrails for the brand. The guidelines are meant to channel focus to ensure the
Operation Kindness brand is consistently and appropriately represented in
marketing and advertising communications. Just like with some pets, think of these
guidelines as a comforting “thunder jacket” for the brand during rainy days or
nights. To get there we need your help and thank you reading this brief guide!
Included in this document are guidelines regarding:
A. OUR PROCESS AND CONTACT INFORMATION
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B . OUR BRAND COLOR PALETTE
Standard Color Treatment
Single Logo Color
Special Printing Finishes
Color Palette Spectrum
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C. TIPS FOR USING OUR LOGO
Minimum Logo Size and “Breathable” Space
Maximum Logo Size
Downloadable Logos
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D. SUGGESTED COPY POINTS
Operation Kindness Mission
Operation Kindness Vision
Operation Kindness Description/Overview:
10 seconds (20-25 words)
Full Message
Copy Dos and Donts
Address, Hours, Our Social Media Handles, etc.
E. MORE INFORMATION
Pantone Matching System, File Formats, Pixel Converter,
Shelter Photo
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A . OUR PROCESS AND CONTACT INFORMATION
Process:
Whenever possible, Operation Kindness would like to be aware when our partners
and affiliates are producing content about the shelter. We really like it when we can
review items before they are sent out in mass channels. We do this to:
1. Ensure that our brand is properly referenced.
2. Offer suggestions to maximize messaging and programs where ever
possible.
3. Verify that call-to-actions (CTAs) and tracking mechanisms are in place so we
can report out on shared success.
We don’t want to delay your publishing process! If you could kindly submit a sample
prior to release, that would be ideal. Submit samples and your approval timeframe
to:
Julie Goff
Operation Kindness
Email: jgoff@operationkindness.org
Phone: 972.428.3822
After reading this guide Julie is also happy and able to assist you with any of your
questions!
Thank you!
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B. OUR BRAND COLOR PALETTE
1. Color And The Operation Kindness Logo:
a. Standard Color Treatment: The standard and preferred color
treatment for the “OK” logo is a two-color application with the
graphic mark in 100% “Operation Kindness Red” (which is PMS 187C)
and the type set underneath the mark in all black as follows:
This treatment is ideal for online usage or situations already using
higher-end printing processes where is doesn’t cost more to present
the Operation Kindness brand in the two-color treatment.
b. Single Color Logo: In situations where cost or the number of colors is
limited, the “OK” logo may be printed in all black.
c. Special Finishes: Special finishes like metallic inks or a gloss overlay
are allowed, but should be used sparingly.
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2. Color Palette Spectrum:
In addition to 100% black, a core set of 6 colors has been identified for the
brand palette. The colors leverage the core colors of the Operation Kindness
website (OperationKindness.org). You can complement our logo using these
colors in headlines or other graphical accents.
Noted below are approximate Pantone Matching System (PMS) colors and
web/hex code equivalents of the core palette.
1.
2.
3.
4.
5.
6.
Blue (see “Adopt” above): PMS 662C; hex #001c8b
Green (see “Donate” above): PMS 7496C; hex #547300
Red (see “Get Involved” above): PMS 187C; hex #931600
Orange (see “Pet Tips” above): PMS 718C; hex #d35d00
Purple (see “Links” above): PMS 7680C; hex #492391
Yellow (see “About Us” above): PMS 7550C; hex #e9a300
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C. TIPS FOR USING OUR LOGO:
Minimum Logo Size and “Breathable” Space:
From time-to-time we all need a little breathing room, right?! Well, the same applies
to the Operation Kindness logo. No other design element (e.g. other logos, type,
or photo) should come within 50% of the total height of the Operation Kindness
logo. For example, if the Operation Kindness logo is 80 pixels in height, please
allow a 40 pixel area for white or “breathable” space around all sides of the logo as
shown below.
What’s a “pixel,” you ask? It’s a unit of measurement often used in online
communications. There are about 72 pixels in a inch. You can learn more about
pixels on page 11.
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Maximum Logo Size:
Just like with the number of kitten or puppy kisses, the more the better! So there is
no limit on how large the Operation Kindness logo can be used. If you need a high
resolution logo for situations like this please contact us (refer to page 3).
Downloadable Logos:
Various formats of the Operation Kindness logo are available to you in .JPG, .PDF
and .PSD formats:
1. Black and White Logo: Included with Guidelines
.JPG - OK_Logo_Black_and_White.jpg
.PDF - OK_Logo_Black_and_White.pdf
.PSD - OK_Logo_Black_and_White.psd
.AI - OK_Logo_Vector.ai
2. A Two Color “Standard” Logo: Included with Guidelines
.JPG - OK_Logo_Color.jpg
.PDF - OK_Logo_Color.pdf
.PSD - OK_Logo_Color.psd
Need a different format not shown above? Let us know (see page 3).
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D. SUGGESTED COPY POINTS:
1. Operation Kindness Mission
The mission of Operation Kindness is to care for homeless cats and
dogs in a no-kill environment until each is adopted into responsible
homes and to advocate humane values and behavior.
2. Operation Kindness Vision
The Operation Kindness vision is a world where all cats and dogs have
loving, responsible, forever homes.
3. Operation Kindness Description / Overview:
a. 10 seconds or less (20-25 words)
Founded in 1976, Operation Kindness is the oldest and largest
no-kill animal shelter in North Texas. Adopt, donate or
volunteer by visiting OperationKindness.org
b. 20 seconds or less (40-50 words)
Operation Kindness is the oldest and largest no-kill animal
shelter in North Texas. More than 3,000 dogs and cats are
assisted by Operation Kindness yearly and more than 75,000
animals have been saved since its inception. Adopt, donate, or
volunteer by visiting OperationKindness.org or by calling
972-418-PAWS.
c. 30 seconds or less (60-75 words)
Operation Kindness is the oldest and largest no-kill animal
shelter in North Texas. Each day Operation Kindness staff care
for an average of 300 animals at its Carrollton, Texas shelter
with an additional 100 animals living in its foster home network.
Operation Kindness has saved more than 75,000 animals since
its inception. Learn how you can adopt, donate or volunteer by
visiting OperationKindness.org or by calling 972-418-PAWS.
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d. Full Message:
Founded in 1976, Operation Kindness is the oldest and largest
no-kill animal shelter in North Texas.
The Operation Kindness mission is to care for homeless cats
and dogs in a no-kill environment until each is adopted into
responsible homes and to advocate humane values and
behavior. The Operation Kindness vision is a world where all
cats and dogs have loving, responsible, forever homes.
Each day the Operation Kindness staff care for an average of
300 animals at its Carrollton, Texas shelter with 100 additional
animals living in its foster home network. Operation Kindness
assists more than 3,000 dogs and cats each year in finding
loving, forever homes and has saved more than 75,000 animals
since the shelter’s inception.
Operation Kindness is a 501(c)(3) nonprofit organization and
receives no government funding. All of its income comes from
donations from individuals and businesses, adoptions,
fundraising events and the sale of pet-related merchandise.
Learn how you can adopt, donate or volunteer by visiting
OperationKindness.org or by calling the shelter staff at
972-418-PAWS.
4. Copy DOs and DONTs
PLEASE :
• DO: Refer to the group as “Operation Kindness”
• DO: Include call to action to visit the website at
OperationKindness.org when appropriate. Please typeset the
URL in bold and include a capital “O” and “K” for ease of
readability, as shown above.
• DO: Use official contact information and hours of operation for
the shelter is as follows:
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Operation Kindness
3201 Earhart Drive
Carrollton, Texas 75006-5025
Phone: 972-418-PAWS
Fax: 972-417-8956
Hours of Operation* (Central Time Zone)
Monday - 1:00pm to 8:00pm
Tuesday - CLOSED
Wednesday - 1:00pm to 8:00pm
Thursday - Noon to 8:00pm
Friday - Noon to 5:00pm
Saturday - 11:00am to 5:00pm
Sunday - Noon to 5:00pm
* Open 9am-5pm daily for Corporate and Educational Tours by
appointment only.
* Please note we will be open noon to 5pm on Memorial Day,
July 4th, Labor Day, Christmas Eve, & New Years Eve. We will
be closed on Christmas.
* Hours may be subject to change. Check our website at
OperationKindness.org for current updates outside this
brand guide.
• DO: Make sure we can find each other online! Use our official
handles:
Facebook:
Our Page: Facebook.com/Operation-Kindness Our Tag: @Operation-Kindness
Foursquare: http://4sq.com/aaVbLZ
Instagram Hashtag: #OperationKindness
Twitter: @OpKindness
YouTube: OperationKindness
Yelp: http://www.yelp.com/biz/operation-kindness-carrollton
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PLEASE:
• DON’T: Nickname or refer to the group as “OK” or “OpK”.
• DON’T: Line break Operation Kindness in conventional printing,
where possible; try and keep the two words on the same line
together.
E. MORE INFORMATION:
1. Pantone Matching System:
http://en.wikipedia.org/wiki/Pantone
2. Information Regarding Image File Formats:
http://en.wikipedia.org/wiki/Image_file_formats
3. A Handy Pixel-To-Inches Converter:
http://www.endmemo.com/sconvert/pixelinch.php
4. Shelter Photo For Your Use: Included with Guidelines
.JPG - Operation Kindness Shelter Picture.jpg
.PDF - Operation Kindness Shelter Picture.pdf
.PSD - Operation Kindness Shelter Picture.psd
(See next page)
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Need additional photos? Contact Julie (see page 3)
#End of Doc - You made it all the way through!
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Operation Kindness Brand Guidelines Ver 6

Transcription

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