branding overview for chapters of the arc “excellence is not an act. it is a habit.” -aristotle...
TRANSCRIPT
Branding OverviewFor Chapters of The Arc
“Excellence is not an act. It is a habit.” -Aristotle
Achieve with us.
What Is a Brand?
A brand is a collection of perceptions in the mind of a consumer – positive or negative, intentional or accidental – which define a product, service or
organization and distinguishes it from other similar entities.
Achieve with us.
Do You Recognize These Brands?
Achieve with us.
How Are Brands Created?
Through consistency, repetition and reinforcement.
Achieve with us.
How Are Brands Destroyed?
Through dilution and neglect.
Achieve with us.
Although The Arc is the 9th largest charity in the U.S. according to FORBES
We are only 95th in recognition of our brand.
Achieve with us.
A Good Brand Is Your Workhorse•Members/Supporters
•Donors•Legislators•Volunteers•Media
Achieve with us.
“But, I already have a really strong brand in my community. Everyone knows us, everyone loves us! Why should I change?”
Achieve with us.
Sally Morris posted to The Arc of the United States Wall
An Arc logo story - While driving from IN to SC, stopped at a rest stop in TN. As we left, my
daughter told me she had seen someone from The Arc - she knew because she recognized the new logo! So if you were at a TN rest stop on
Sun, July 17 - your support of The Arc was noticed! (Proving once again why the new logo is
impt!) Achieve with us.
Our Brand’s Basic Elements
Logo – Catalyst IconDescriptorChapter Lock UpTaglineBrushstrokeBrand Platform
Achieve with us.
Other Important Elements•Color Palette – Orange, Yellow, Blue, Gray, B & W
•Fonts – ITC Stone Sans, Trebuchet, Philing•Imagery – Faces, Positive, Engaging/Participating•Copy – No more acronyms, brand platform
All of these elements were purposefully chosen by professionals who researched our organization, spent a lot of time thinking about our goals and
applied their knowledge of branding and design.
Why These Elements?
Orange: Unique in the nonprofit world, an opportunity for us to “own.”
Brushstroke = Energy, creativity and purpose
Achieve with us Embodies many of our core values and invites everyone to join in
For People… Simple, declarative phrase
Your Tools•Files you downloaded include: all necessary logos, brushstroke
artwork, tagline artwork
•Visual Identity Guidelines include: info about fonts, colors,
language, images, layout
•Available online: free stock images, tips and tricks, Design
Online, discounted font, checklists
This is bad…
Top Dos and Don’ts•Don’t use everything at once, let the logo rule•Don’t crowd your brand – respect white space•Do pay attention to language and presentation•Don’t try to do too much – take your time
•Do involve your entire staff •Do incorporate your brand in everything you do
Frequently Asked Questions
Why don’t I have artwork for the descriptor alone?
What if I can’t afford to use full color?
What if I can’t afford to fully launch the brand at my chapter right now?
