brand guideline - alive and thrive · 2020-03-18 · the franchise slogan is as important as the...

BRAND GUIDELINE: Logo, Materials and MerchandiseSeptember 2010

i

Alive & Thrive acknowledges the special support of the National Institute of Nutrition & Provincial Departments of Health who contributed their ideas and feedback. This critical input has enabled finalization of the Mat Tre Be Tho identity and this guideline document. Through this process the Maternal & Child Health Department, Ministry of Health has provided us constant encouragement and guidance for which we are sincerely grateful.

We would like to express our appreciation to the participants of the Detailed Implementation Plan workshops in various provinces who contributed the ideas for developing the brand identity as a whole. Their creative ideas and spirit have inspired the development of the Mat Tre Be Tho identity.

We would like to thank mothers, grandmothers, fathers and health staff in different provinces who spared their valuable time to share perceptions and honest feedback on the proposed franchise identity designs. The support of Provincial Management Boards and our own implementation teams was critical in organizing the pre-test and we would like to express our gratitude to the various teams who made this possible.

Finally, we acknowledge the professional consultancy services of Luckhouse for undertaking the development of the franchise brand identity and our own A&T teams in Viet Nam and Washington DC for valuable feedback during this process.

Alive & Thrive is grateful for financial support from the Bill & Melinda Gates Foundation.

Acknowledgments

iii

IntroductionFranchising is a business model that enables rapid growth of a product and/or service of a specified standard by shifting daily managerial responsibilities to independent businesses. In the commercial sector franchising is used to expand the franchisor’s business with the aim of increasing profits. In the social sector, franchising is also used to expand a “business” but for the purpose of increasing impact of a social initiative as opposed to generating revenues for the Franchisor. Social franchises in the health sector typically operate by franchising a specific package of services (i.e. family planning services) through health facilities that are already offering a wide range of both curative and preventive services.

Alive & Thrive is a five-year (2009-2013) initiative to improve infant and young child feeding (IYCF) practices by increasing rates of exclusive breastfeeding and improving complementary feeding practices. The time between birth and age 24 months provides a unique window of opportunity to impact the long-term health and development of children. Alive & Thrive aims to reach more than 16 million children under 2 years old in Bangladesh, Ethiopia, and Viet Nam and create program models that can be replicated worldwide.

The initiative currently funded by the Bill & Melinda Gates Foundation is implemented in Viet Nam by a consortium of organizations including the Academy for Educational Development, Save the Children, the International Food Policy Research Institute, University of California – Davis and GMMB. While aiming to impact nutritional status in all 63 provinces of Viet Nam, more intensive capacity building/provincial planning activities will take place in 14 provinces & cities (refer map).

In early 2009, Alive & Thrive proposed that a social franchise model approach be applied in Viet Nam to ensure the available of good quality IYCF counseling services to address the high rates of stunting. A feasibility study completed in late 2009 determined that the conditions required for franchising to succeed are present in Viet Nam. These include: 1) The presence of an extensive healthcare infrastructure through which to deliver the franchised service; 2) A willingness and ability among health workers in this system to participate in an IYCF franchise; 3) Existence of a sustainable institution to operate the franchise; and 4) A marketing environment that is conducive to franchise branding and advertising. Study findings were used to inform the design of the IYCF franchise in a manner appropriate to the Viet Nam context.

Introduction

iii

In partnership with the National Institute for Nutrition, and with support from the Ministry of Health (Maternal & Child Health Department) & the Viet Nam Women’s Union, Alive & Thrive is establishing a social franchise system to provide good quality IYCF counseling to pregnant women, lactating mothers & caregivers. Services will be provided through a total of 15 contacts spread over 27 months.

In a social franchise model, the franchisor selects health facilities through which to offer the franchised package, provides training to health workers at those facilities, procures supplies needed to deliver the service, certifies facilities to operate under the franchise brand, and routinely monitors the performance of franchisees. The franchisor also creates consumer demand for services provided by franchisees through its brand advertising and promotion activities. In turn, franchisees are expected to deliver the franchise package of services according to specified standards. The franchise brand identity (logo, name & tagline) therefore plays a critical role in enabling clients to recognize that they have arrived at the right place & are receiving information from a reliable source - either face to face or via other communication channels. Over time, it is anticipated that the franchise brand gains sufficient equity to merit instant recognition & positive association with the services rendered. The Mat Tre Be Tho brand has been created to be the face of the IYCF social franchise model for Viet Nam. Elements of the brand identity will be used as appropriate at franchise facilities and on all materials developed. It is our anticipation that the Mat Tre Be Tho brand will gain significant equity over the next three years 2011-2013 and will be associated with provision of good quality IYCF counseling services & information. These services in turn will enable A&T and its partners in Viet Nam (the Ministry of Health, Departments of Health, the National Institute of Nutrition & the Viet Nam Women’s Union) to improve IYCF outcomes namely, double the rate of exclusive breastfeeding, improve the quantity and quality of complementary foods and reduce stunting rates.

This document provides a guideline and standard on how to use the brand identity (logo, name, and slogan) in the franchise facilities, materials and products.

Franchisors

Alive & Thrive • Advertising and Promotion • Monitoring and Evaluation • Detailing / Referral System • Client Support

National Institute of Nutrition • Training • Support and Supervision

Sub-Franchisors

Provincial Departments of Health / Reproductive Health Centers • Overseeing regional implementation • Establishing franchises • Procuring supplies • Coordinating staff development • Supervising and Monitoring franchises

Franchisees

Province

Provincial Hospitals Reproductive Health

Centers Preventive Medical

Centers District

District Hospitals Maternity Homes Preventive Medical

Centers Commune / Ward

Commune Health Centers Private Clinics

Franchise Service Package

EBF Promotion EBF Support EBF

Management

Complementary Feeding

Promotion

Complementary Feeding

Management

Clients

Pregnant women, lactating mothers, caregivers, and fathers of children 0-24 months old

Demand Creation

via Mass Media and through Village Health Workers, Nutrition Collaborators and Women’s Union

Table of contentsContent Page

Acknowledgments iIntroduction iiTable of contents iv

Part I: LOGO 011.The logo set and meaning 022.Slogan and meaning 043.Brand values 054.Measurements and spacing 065.Coloration: original 076.Coloration: grayscale 087.Usage 098.Disposition in relation to other logos 11

Part II: TYPE 131.Type 142.Usage 15

Part III: Branded materials 161.Cover 172.Letterhead 183.Business card 194.Envelope 205.Name tag and plaque 216.Badge & Stickers 227.Poster 238.Clinic door sign 249.Clinic sign 2510.Banner 2611.Slide presentation 2712.Uniform 2913.Raincoat 3014.Cooking Apron & Nursing Apron 3115.Bag, pen, cups & water bowl 3216.Vehicle 3317.CD guide 34

Content

iv

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1.The logo set and meaning

The logo set is composed of 03 elements:• The logo • The clinic name• The project slogan

The beaming sun both symbolizes a blooming sunflower as well as a smiling child in good care. The sun represents vitality while the two leaves stand for nurturing hands. The overall meaning is caring for a healthy, happy child and future generation.

The clinic name “Little Sun” synonymous with the above meaning and emphasizing “child” as the prime target of the clinic.

The logo and linguistic elements are combined through a natural and open design. The typefaces used for the logo set are for easy reading yet are also eye pleasing.

The clinic name is short and easy to remember and understand. It is highly indicative of the nature of the project as well as its target.

The branding visuals of “The Little Sun” franchise will be widely used in 16 localities in Vietnam as well as for mass media activities and materials. Appropriate usage therefore will be essential to ensure consistent and effective brand presentation in all forms of communications.

Besides, well-regulated use of visual brand elements will help promote public awareness and understanding in relation to mother and child nutrition.

The franchise logo is exclusively registered for copyright protection. All materials and merchandise of the project will always have to carry the logo or the full logo set in ways conformed to this guide. Modification and variation other than standards indicated in the guide are not allowed.

Please contact the project office for further reference and clarification on visual identities:

Alive & Thrive Vietnam203-204, E4B Trung Tu Diplomatic CompoundNo.6 Dang Van Ngu Street, HanoiTel: +84-4-3573 9066Fax: +84-4-3573 9063www.aliveandthrive.org

Guideline for using logo

3 /34

THE LITTLE

Logo in English

4 /34

The franchise slogan is as important as the franchise logo. It will last through the life of the project and even beyond. The franchise slogan is a short message aimed at conveying linguistic meaning in a memorable, impressive and easy-to-understand way. The franchise slogan also stands for a commitment to values and quality for the clients.

2.Slogan and meaning

“Nutrition today, health tomorrow”The slogan emphasizes the importance of appropriate nutrition for babies to create a foundation for their future development, for the future of Vietnam.


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3.Brand values

Reason to believeBy learning the facts about the best nutrition for my child today, through the services of mat troi be tho, and by providing my child the best nutrition based on what I learned, I will give my child the best chance for optimal development and a brighter future.

• professional

• trustworthy

• high quality

• functional

• welcoming

• child-friendly

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4.Measurements and spacing

The minimum height of the logo set

The minimum clearance around the logo set

13mm

1/2D

1/2D

1/2D

1/2D

1/2D

4D

2⅟2D

2D

D


The franchise logo is not subject to any limitations maximum size but its minimum height should not be less than 13 mm.

The logo’s aspect ratio is 2⅟2/04 (see figure). Clearance around the logo is the distance from the logo’s edge to the nearest graphic element or the edge of the material. The minimum clearance required is 1/2D, which is the height of the sun in the logo (see figure).

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Color Logo original

C: 0 M: 60 Y:100 K:0R:245 G:130 B:32

C: 100 M: 20 Y:100 K:0R:0 G:144 B:76

C: 50 M: 0 Y:100 K:0R:141 G:198 B:63

Color is an integral element of the project’s visual identity. The colors used for brand visuals are aimed at enhancing recognizability and invoking desirable emotions from viewers. The colors also help convey the spirit of the project.

There are a number of color variations allowed for brand expression. However, the original coloration is always considered base and the top priority. The color system used for printing is CMYK while the RGB color system is used for electronic interfacing. The color specifications herein must be strictly adhered to for accurate brand visual presentation in various environments.

5.Coloration: Original


Orange as a warm color used for the sun represents vitality, happy-and calling for a warm and positive and feeling like a mother’s love for her child.

Greens as cool colors used for the leaves stand for growth, nature, peace and nurturing and gentleness.

The coloration of orange and green can be related to an overall meaning which is babies growing from their mothers loving care.

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Grayscale

Negative

Positive

Black & white or grayscale printing may be needed in case of limited printing capabilities of certain localities. However, this kind of basic printing should follow rules illustrated herein. The logo set can be either in the positive or negative form depending on the usage. These two forms are aimed to serve different ways of logo expression and media used. They suffice for regular printing, embossing, raised carving, engraving and other methods.

6.Coloration: Grayscale


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Flat colors for positive formPlain flat colors have an important role in expressing brand visuals. Therefore, great care should be taken in using these colors for the logo set.

The figures here serve as specific examples of how flat colors can be used for the logo set. 04 colors orange, yellow, light green and green are used for the positive form of the logo set. For the negative form, the color used constitutes the background for the logo set. Apart from the above 04 primary colors other colors may be used for the negative form if they ensure proper contrast. What color to use largely depends on case-by-case requirements and require approval from A&T Vietnam.

7.Logo usage


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Colors, which should not be used for foreground

Colors, which should not be used for background

Coloration for the logo set should be consistent and standardized no matter whether it is in printing or electronic environment. Colors, which are too pale, too dark, too bright, too flashy or gradient, are irrelevant and should not be used.

Hereunder are a number of prohibitions:1. Pale colors2. Gradient or transparency3. Too dark colors4. Too flashy or too strong

colors5. Negative logo set on a too

heavy background color 6. Special effects that blur the

logo set or cause it to lose details

1

3

5

2

4

6


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Usage violations

The usage of the logo set should be consistent in all environments. Personalization of the logo is not allowed in any case. Only logo images provided by the project will be considered appropriate. Hereunder are some typical violations, which should be avoided:

1. Change colors 2. Change fonts 3. Expand or shrink4. Partial size enlargement or

reduction 5. Skew or rotate 6. Border-line 7. Crop or dissect8. Put in another slogan

1

3

5

7

2

4

6

8


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8.Disposition in relation to other logos

For events with participation of multiple parties, the franchise logo can be arranged along with other logos as illustrated in the figures here. X

X

X

X

XX


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The typeface for the logo set is Calibri, which belongs to the sans serif family and is fairly popular. Calibri fits well with the Unicode standard and therefore allows typing for Vietnamese. It is not only convenient for use but also easy to read and eye-pleasing for it clarity and softness combined. Calibri is very suited for both small and big sizes. It looks good when being sized up for banners, backdrops and posters. For these reasons, Calibri is chosen for use for the project. The use of Calibri is obligatory in all project literature and visual communications.

The substitute for Calibri is Arial, which should only be used when the former is not available and cannot be sought. It should be noted that the use of Arial is not encouraged in any other case. Permission for using it need to be sought in advance from A&T in Vietnam.

1.TypeCalibri Regular0123456789@&,. ;?/%#$() [ ] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Calibri Italic0123456789@&,. ;?/%#$() [ ] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Calibri Bold0123456789@&,. ;?/%#$()[] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Calibri Bold Italic0123456789@&,. ;?/%#$()[] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Regular0123456789@&,.;?/%#$()[ ] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Italic0123456789@&,.;?/%#$()[ ] -=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold0123456789@&,.;?/%#$()[]-=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold Italic0123456789@&,.;?/%#$()[]-=+*ABCDEFGHIJKLMNOPQRSTUVWXYZ

Guideline for using type

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Other text elements are also standardized for consistency, clarity and ease of use in daily written communication or in merchandise with printed text.

The body text font to be used in written communications and project literature should follow the following standards:

- Calibri Regular- Point size: 12 pt- Leading: 0- Line spacing: 14.4 pt- Character spacing: 0 pt- Spacing between paragraphs: 1 line

Here is one example of body text in compliance with required standards:“Tham gia vào quá trình xây dựng luật: Chương trình sẽ hỗ trợ quá trình ra quyết định xuất phát từ đòi hỏi thực tế ở cấp Trung Ương và tỉnh, bao gồm nâng cao năng lực lập kế hoạch dinh dưỡng cấp tỉnh hàng năm, cải thiện việc tuân thủ quy định của Chính phủ về quảng bá sản phẩm thay thế sữa mẹ, và liên kết với các Hiệp hội y dược học nhằm khuyến khích dinh dưỡng ưu việt cho trẻ nhỏ..”

Alignment is not subject to any rule as it can be left, middle or right depending on the characteristics of the literature involved.

Standard line spacing: 14.4 ptMinimum: 12 ptMaximum: 18 pt

Standard character spacing: 0Minimum: -50Maximum: 50

AA

A V

Guideline for using type

2.Type usage

BRANDED MATERIALS

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BRAND GUIDELINE: Logo, Materials and MerchandiseSeptember 2010

1.Cover

10mm

a

a

10mm

a

4b = 210mm

Calibri regular, size 20

Calibri Bold, size 40Left justify

line in the middle of page

Size A4

Branded materials

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Branded materials

2.Letterhead

A standard letterhead is essential to ensure image consistency heighten formality in franchise documents. The popular A4 paper size is chosen as the standard size for project documents. This size allows good graphic presentation while still containing sufficient blank space for communication contents.

Phòng tư vấn Mặt trời bé thơXã Trung Hiệp, huyện Vũng Liêm, Vĩnh Long

ĐT: 043 3462 164 Fax: 043 3462 164Liên hệ: Mrs.Thanh DĐ: 0977 123 456

10mm

10mm

20mm

40mm

Calibri size, cỡ 12 Calibri Regular, size 8, line spacing 9.6pt

20mm

Size A4

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Branded materials

The business card is perhaps the most used and most important in personal communications for project members and those from affiliated parties. A standard template for the business card is therefore indispensable

3.Business card

Nguyễn Thị ThanhTư vấn viên

ĐTDĐ: 0977 123 456

Xã Trung Hiệp, huyện Vũng Liêm, Vĩnh LongĐT: 043 3462 164 Fax: 043 3462 164

Email: [email protected]: www.mattroibetho.vn

Size: 90 mm x 55 mmRounded off corners

Back

40mm

15mm

5mm

3mm10mm

25mm 5mm

Front

Calibri Bold, size 10

Calibri Regular, size 8, line spacing 9.6ptColor K: 50 (Grey)

Calibri Regular, size 7, line spacing 8.4pt

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Size 120 mm x 220 mm Calibri Regular, size 8, line spacing 9.6ptColor K:50 (grey)

4.Envelope

To

Xã Trung Hiệp, huyện Vũng Liêm, Vĩnh LongĐT: 043 3462 164 Fax: 043 3462 164

Email: [email protected]: www.mattroibetho.vn

10mm

10mm

30mm

40mm

15mm

Envelope mainly used for dispatching by post can be one important element of franchise visual identity.

Branded materials

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5.Nametag and plaque

Nguyễn Thị ThanhTư vấn viên

5mm

3mm10mm

Ảnh25 x 30

25mm 5mm

Calibri Boldsize 14

Calibri Boldsize 65

Hole for neck strap

Calibri Regularsize 12Colorr K:50 (grey)

Size 90 mm x 55 mm, with rounded off corners

Size 250mm x 120mm

NGUYỄN THỊ THANHTư vấn viên

Calibri Regularsize 55

The nametag and name plaque are for displaying names and title of franchise members. The tag is for mobile use while the name plaque is for static use. They are both an integral part of the visual identity system of the project.

Branded materials

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6.Badge & Stickers

40mm

Badge:Ellipse, size 30 x 40Materials: scrape aluminum with following badges

Stickers:Ellipse, circle or rectangularSize: depending on specific casesMaterials: Decal paper

Badge wearing position

Branded materials

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7.Poster

There is no regulation on sizes of franchise posters. However, the presentation of the logo on posters should follow the rules specified in this guide. The logo should be on the bottom left or top left.

Nội dung Poster

Branded materials

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8.Clinic door sign

1600

mm

400m

m500mm

Eye level

Size 500mm x 400mm, with rounded off corners

The clinic door sign is the first visual to identify the franchise at each healthcare center of hospital. For its importance, the clinic door sign has to be of a clear design, easy to notice and placed at prominent spot to help guide consultancy clients to the clinic. The sign should be either on the left or the right of the door and 1.6 meter above the ground from its top edge. At this height, the center of the sign will be on par with the viewer’s eye level. The measurements of the sign will also be standardized to maintain consistency in the franchise.

Branded materials

PHÒNG TƯ VẤN NUÔI DƯỠNG TRẺ NHỎ

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9.Clinic sign

The clinic sign follows a standard design used for both portrait and landscape orientations. Its dimensions are based on the aspect ratios from the logo set. The sign can be enlarged or reduced in size but its aspect ratios should not be altered to differ from those illustrated herein.

Branded materials

PHÒNG TƯ VẤN NUÔI DƯỠNG

TRẺ NHỎ

PHÒNG TƯ VẤN NUÔI DƯỠNG TRẺ NHỎ

0.4m

0.5m1.2m

1.2m

2m

2m

Giờ làm việc: Sáng 8h - 12h / Chiều 13h - 17hĐịa chỉ: P105-H2, Kim Mã, Ba Đình, Hà Nội

Điện thoại: 04-38262625 Fax: 04-38262626

Giờ làm việc: Sáng 8h - 12h / Chiều 13h - 17hĐịa chỉ: P105-H2, Kim Mã, Ba Đình, Hà NộiĐiện thoại: 04-38262625 Fax: 04-38262626

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10.Banner

Hội thảo:

Hội thảo:

Hà nội, ngày tháng năm

Hà nội, ngày tháng năm

D

3D

2D

4D

7D

Franchise banners are not subject to any regulations on sizes. However the disposition of the franchise logo should follow the rules specified in this guide. If the banners can not follow the rules, prior approval from A&T is required.

Branded materials

1/2D 1/2DD D

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11.Slide presentation

D

D

D

D

D

D

1/4D

1/4D

1/2D

1/2D

02

Slide page

Tên các phần nội dung của slide

The template for slide presentation is as in the figures herein. The template file in PowerPoint format is available in the CD guide.

Branded materials

Tên phần trình bàyTrình bày: Nguyễn Thị ThanhNgày tháng năm

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D

D

D

D

D

D

Section separator

End slide

Section Name

The template for slide presentation is as in the figures herein. The template file in PowerPoint format is available in the CD guide.

Branded materials

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12.Uniform

The project uniforms should follow a unified style for the sake of identity and professionalism for franchise staff.

Branded materials

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13.Rain coat

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14. Cooking Apron & Nursing Apron

Branded materials

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14. Cooking Apron & Nursing Apron 15.Bag, pen, cups and water bowl

These branded merchandise are used at franchise facilities to promote the franchise brand image.

Branded materials

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16.Vehicle

Branded transport vehicles will help extend the range and diversity of franchise communication.

Branded materials

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17.CD guide

CD guide

STT

TÊN CÁC SẢN PHẨMĐỊNH DẠNG FILE LƯU

PDF (1) FILE THIẾT KẾ (2)

WORDS(3)

POWERPOINT(4)

JPEG (5)

1 GUIDE x2 LOGO x x

The logo set & meaning x xLogo in English x xThe slogan & meaning x xMeasurements & spacing x xColoration x xUsage x xDisposition with other logos x x

3 TYPEType x xUsage x x

4 BRANDED MATERIALSCover x xLetterhead x x x xBusiness card x xEnvelope x xNametag and plaque x xBadge & Stickers x x xPoster x xClinic door sign x xClinic sign x xBanner x xSlide presentation xUniform xRaincoat x xCooking Apron & Nursing Apron x xBag, pen, cups & water bowl x xVehicle x x

Alive & Thrive Vietnam203-204, E4B Trung Tu Diplomatic CompoundNo. 6 Dang Van Ngu Street, HanoiTel: +84-4-3573 9066Fax: +84-4-3573 9063www.aliveandthrive.org

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BRAND GUIDELINE: Logo, Materials and Merchandise

brand guideline - alive and thrive · 2020-03-18 · the franchise slogan is as important as the...

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