style guide

Children & Families First

Visual identityGUIDELINES

Visual identity guidelines 2

1 Introduction1.1 The guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03 1.1.1 Employee guidelines

2 Visual guidelines2.1 Visual style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 052.2 Logo color 2.2.1 Brand colors 2.2.2 Gradient Detail2.3 Logo size2.4 Isolation area2.5 Misuse of the logo2.6 Children & Families First2.7 Typography 2.8 Tagline2.9 Positioning statement 2.9.1 Mission and vision statements

3 Imagery3.1 Image style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

4 Tone of Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

5 Stationery & Collateral Materials. . . . . . . . . . . . . .22

5.1 Letterhead and Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

5.2 Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

6 CFF and Partner Brands. . . . . . . . . . . . . . . . . . . . . . . 25

6.1 CFF and Adolescent Resource Center . . . . . . . . . . . . . . . . . 256.2 CFF and Delaware Stars6.2.1 Cff and Delaware Stars Business Cards6.3 CFF and Healthy Families America6.4 CFF and Nurse Family Partnership6.4.1 CFF and Nurse Family Partnership Colors6.5 CFF and Community Schools

3Visual identity guidelines | Introduction

1 Introduction

The Children & Families First identity is one of simplicity and friendliness. It is the embodiment of our organization - always growing, always moving forward.

1.1 The guidelines

Whether it is seen on screen or in print, the Children & Families First logo should maintain its original state. However it can adapt its color to the surrounding environment - changing to either white or black as needed.

This visual identity guide has been developed to provide a comprehensive understanding of the Children & Families First logo. It shows how to correctly implement the design elements in print and on screen.

4Visual identity guidelines | Introduction

1.1.1 Employee Guidelines

Children & Families First maintains strict control over its branding image. Rules regarding logos and their use as well as color choices, design and all content must be in line with CFF’s branding guide-lines. Therefore, all materials that reference Children & Families First, a CFF program, or that make use of a CFF or CFF program logo must be approved by the Development Department before being distributed to the public.

All designs or requests for designs must be made through the ticketing system and sent to the attention of the Development Department two weeks prior to its needed date.

In order to maintain the integrity of our logo, the Development Department will not release the logo to any of the programs for use. All use of CFF’s logo must be approved by the Development Department.

5Visual identity guidelines | Visual guidelines

2 Visual guidelines

The following sections of this visual identity guide will describe the broad principles of the Children & Families First identity as well as more detail regarding how the brand is implemented in different design scenarios. It will cover logo usage, color, tone of voice and typefaces.

6Visual identity guidelines | Visual Style

2.1 Visual Style

The visual identity is the outward expression of Children & Families First. It uniquely and distinctively sets it apart from other similar social service organizations in the area. The logo is the primary element of that identity. However, other component parts play an important role in establishing the Children & Families First visual style.

CFF headline font

Museo Slab 500

Copy is short & memorable

Contact info is readily available

URL directs the reader to relevant web page

These elements are:

ColorTypography ImageryTone of Voice

Logo is appropriate size & color

Mission & Vision is included when possible

7Visual identity guidelines | Logo color

2.2 Logo color

In print and on screen usage of the Children & Families First logo is permissible in two color, one color, four color, black or white.

Pantone or CMYK color is permissible on white backgrounds and some photos or colors where it is easily seen.

If the logo can not be easily seen in color, it must be changed to black or white. The logo may never be changed to something other than our official CFF color palette.

Permitted color palette

PANTONE 287 CV(C:100, M:69, Y:0, K:11)

PANTONE 326 CV(C:94, M:0, Y:43, K:0)

BLACK PAPER (white) (C:0, M:0, Y:0, K:100) (C:0, M:0, Y:0, K:0)

Correct use Incorrect use

8Visual identity guidelines | Brand colors

2.2.1 Brand colors

Children & Families First brand-ing allows the below colors to be used in printed materials in conjunction with our logo colors. We use a basic color palette to maintain consistency. Percentage tints can be used in any of these colors. Other colors may be used where appropriate.

C:100, M:69, Y:0, K:11 R:0, G:82, B:155

C:100, M:60, Y:0, K:65 R:0, G:41, B:87

C:75, M:5, Y:100, K:0 R:65, G:173, B:73

C:94, M:0, Y:43, K:0 R:0, G:173, B:168

C:53, M:0, Y:20, K:0 R:111, G:203, B:208

C:0, M:0, Y:0, K:100 R:0, G:0, B:0

C:0, M:59, Y:100, K:0 R:111, G:203, B:208

C:92, M:64, Y:52, K:42 R:19, G:62, B:75

C:27, M:6, Y:100, K:0 R:197, G:206, B:46

C:100, M:11, Y:11, K:5 R:0, G:151, B:198

C:87, M:78, Y:45, K:38 R:45, G:53, B:79

9Visual identity guidelines | Gradient Detail

2.2.2 Gradient Detail

Children & Families First likes to encorporate the below gradient detail whenever possible as a part of our CFF branding look. It encorproate all of our brand colors as well as a few additional colors that may be employed when appropriate.

It may be used horizontally or vertically.

Horizontal line, vertical orientation

Vertical line, horizontal orientation

10Visual identity guidelines | Logo size

2.3 Logo size

The Children & Families First logo has been designed to reproduce at a minimum height of 20mm.On the web the minimum size of the logo is 60 pixels. There is no maximum reproduction size of the logo.

20 mm

11Visual identity guidelines | Isolation area

2.4 Isolation area

The Children & Families First logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.

The area is defined by using a third of the height of the logo which is referred to as x.

The margin of clear space equivalent to 0.3x is drawn around the logo to create the invisible boundary of the area of isolation.

height = x

For example:logo height = 2 inchesarea of isolation = .67 inchesaround all sides of the logo

This area of separation is a minimum and should be increased wherever possible.

0.3x

0.3x

0.3x 0.3x

12Visual identity guidelines | Misuse of the logo

2.5 Misuse of the logo

It is important that the appearance of the logo remains consistent. The logo should not be misinter-preted, modified or added to.

The logo must never be redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided.

To illustrate this point some of the more likely mistakes are shown.

Do not distort the logo in any way.

Do not alter logo color other than approved CFF palette.

Do not outline logo

13Visual identity guidelines | Children & Families First

2.6 Children & Families First

The ‘and’ in Children & Families First should always be an ampersand. There is no exception to this rule. Below is the correct title of the organization as well as a few incorrect examples.

Correct title

Children & Families First

Incorrect titles

Children + Families FirstChildren and Families First

14Visual identity guidelines | Typography

2.7 Typography

Children & Families First uses the typefaces Museo, Museo Sans, Museo Slab, Mrs. Eaves Roman, Italic and Bold. They are supplied in the Open Type format and are supported by pc and mac.

Museo typefaces are modern, friendly. Mrs. Eaves is a more traditional typeface that balances the uniqueness of Museo. They are available in the following weights:

Museo 100Museo 100 ItalicMuseo 300Museo 300 ItalicMuseo 500Museo 500 ItalicMuseo 700Museo 700 ItalicMuseo 900Museo 900 Italic

Museo Sans 500Museo Sans 500 Italic

Museo Slab 500Museo Slab 500 Italic

Type should never appear below 5pt. There is no maximum limit to type size.

Other typefaces may be used when appropriate.

Mrs. Eaves RomanMrs. Eaves BoldMrs. Eaves Italic

15Visual identity guidelines | Tagline

2.8 Tagline

Children & Families First’s tagline, “It’s not just our name, It’s our promise”, is a new element that should be used whenever possible. Below are examples of its correct usage when used with the CFF logo:

It’s not just our name, IT’S OUR PROMISE

Horizontal usage

Vertical usage

It’s not just our name, it’s our promise

16Visual identity guidelines | Positioning statement

2.9 Positioning statement

Children & Families First’s positioning statement should be included in materials whenever possible.

The positioning statement should always be the smallest piece of information (in size) on the page. However, care must be taken to maintain its visibility.

Below are examples of its proper usage:

WWW.CFFDE.ORG | (800) 220-3092 Children & Families First strengthens Delaware families by delivering an innovative and effective continuum of community-based social services.

In existence for more than 125 years, CFF builds the foundation for strong communities with child-centered and family-focused programs.

With website and phone number lock-up

It’s not just our name, IT’S OUR PROMISE

WWW.CFFDE.ORG | (800) 220-3092 Children & Families First strengthens Delaware families by delivering an innovative and effective continuum of community-based social services.

In existence for more than 125 years, CFF builds the foundation for strong communities with child-centered and family-focused programs.

With logo, tagline, website, and phone number lock-up

17Visual identity guidelines | Mission and vision statements

2.9.1 Mission and vision

Children & Families First’s mission and vision should be included in materials whenever possible.

The mission and vision statements shouldn’t overtake the main message of the printed subject, but should be readable.

Below are examples of its proper usage:

Vertical usage

OURMISSIONChildren & Families First helps families develop solutions to meet challenges and embrace opportunities.

OURVISIONCommunities where children are nurtured and safe, individuals are valued, and families are strong.

Horizontal usage

OURMISSIONChildren & Families First helps families develop solutions to meet challenges and embrace opportunities.

OURVISIONCommunities where children are nurtured and safe, individuals are valued, and families are strong.

18Visual identity guidelines | Imagery

3 Imagery

Children & Families First has a strict policy regarding imagery. Images that are to be used in any materials that promote CFF or include its logo must adhere to the following rules:

PURCHASING:All images must be purchased from a stock photography supplier with the appropriate rights of use for each project. Images MAY NOT be taken from the internet (ie: google search for images). CFF must pay for the rights and own each image that is used. To not do so is a violation of copyright laws, and CFF may be penalized accordingly.

We may also hire a photographer to take photos for us which we will be able to use without limit.

MEDIA RELEASES:Any photos that are taken of cli-ents or models that are to be used to publicize Children & Families First must be accompanied by a media release that is signed by said model or client. If the model/client is under the age of 18, a parent or guardian must sign for the child.

RESOLUTION:Ideally image resolution must be 300dpi at 100% image size for print, and 72ppi at 100% for web usage. However, some exceptions may be made at the approval of the Development Department.

19Visual identity guidelines | Image style

3.1 Image style

A variety of images may be used for Children & Families First mate-rials depending on the goal of the intended marketing piece. Gener-ally images will be composed with consideration of the intended layout of the piece, will be well focused and engaging. Some ex-amples include the following:

20Visual identity guidelines | Tone of voice

4 Tone of voice

Children & Families First believes that writing and design must work together.

Our agency is innovative and covers a broad range of services. In most cases, our messages should be friendly calls to action.

Information should be concise and memorable, easily read and digested - and most of all, motivating.

INTERESTED IN ADOPTION OR FOSTER CARE? KIDS IN DELAWARE NEED YOU!

21Visual identity guidelines | Email Signature

4.1 Email Signatures

All outgoing emails from Children & Families First should include an email signature that must include the following elements:

• Name• Title• Organizationname• Mailingaddress• Phonenumber(s)• Faxnumber• Webaddress

Please DO NOT include:

•Personalquotes.CFFpreferstohave a unified outgoing message. There is a CFF-related tagline globally added to all outgoing emails. Please do not include additional quotes in your email signature. If there is specific CFF program-related information that you would like to add to your signature, this must be approved by the Development Department before adding.

•Unusualfontsorcolors.Thesetypefaces don’t always translate from computer to computer. Therefore, email signatures must only be set in one of the following typefaces: Calibri, Arial, or Times New Roman. Text must be black.

Joy SmokerSpecial Events & Design Coordinator

Children & Families First2005 Baynard Blvd.Wilmington, DE 19802302.777.9768 (phone)302.658.5302 (fax)

www.cffde.org

Correct use

Joy SmokerSpecial Events & Design Coordinator

Children & Families First2005 Baynard Blvd.Wilmington, DE 19802302.777.9768 (phone)302.658.5302 (fax)

www.cffde.org

Live, Laugh, Love!

Incorrect use

5 Stationery & Collateral Materials

Stationery and collateral materials describes all printed materials such as cover letters, business cards, brochures, envelopes, newsletters, flyers. produced by Children & Families First.

All materials that represent Children & Families First must be designed or approved by the Development Department.

Requests for design or review can be made through the ticketing system. Tickets are reviewed on a first come, first served basis and require 2 weeks to be completed.Business cards may take up to 3 weeks.

22Visual identity guidelines | Stationery & Collateral Materials

23Visual identity guidelines | Letterhead and Envelopes

5.1 Letterhead & Envelopes

A template has been createdfor letterhead. It allows the logo, board list, partner logos, and loca-tions to be clear on the first sheet.

Envelopes marked with theCFF logo are availablein the following sizes:

No. 1010 x 13 Booklet

2005 Baynard Blvd.Wilmington, DE 19802

(302) 658-5177(302) 658-5177 (fax)

809 N. Washington St.Wilmington, DE 19801

(302) 658-5177(302) 479-1651 (fax)

91 Wolf Creek Blvd.Dover, DE 19901

(302) 674-8384(302) 678-5634 (fax)

410 S. Bedford St.Georgetown, DE 19947

(302) 856-2388(302) 856-2196 (fax)

OFFICERSJennifer B. Jonach

ChairKaty Connolly

Vice ChairBarbara S. Ridgely, Ed.D.

SecretaryPeter A. Hazen

TreasurerPaul L. McCommons

Assistant Treasurer

BOARD OF DIRECTORSSandra H. Autman

Jessica C. BainSherry Brilliant

Don C. BrownP. Clarkson Collins, Jr., Esq.

Thomas P. Collins, Esq.Sally DeWees

Gayle DillmanJosé F. Echeverri

Veronica O. Faust, Esq.George W. Forbes, III

Gary M. GoldenPatricia W. Griffin, Esq.

N. Christopher Griffiths, Esq.Pamela E. Harper

Betsy A. HoldenNancy KaribjanianJames G. Klabe, Jr.

Ellen K. LevinAnthony J. LewisCasey E. McCabe

Shauna B. McIntosh, M.D.James H. McMackin, III, Esq.

Wilma Mishoe, Ed.D.Heather A. O’Connell

Kim Zeitler RobbinsJohn F. Schmutz, Esq.

Gina S. Schoenberg, Esq.Janice Rowe Tigani, Esq.

Lee A. Wheeler

ADVISORY BOARDAngela B. Case

Mary Jo ChandlerKaren D. DohertyMegan T. Goeller

Ted KaufmanPauline D. Koch

Hon. Jane P. MaroneyRobert R. Meade

Stephen M. MockbeeElizabeth T.B. Pierson

Gilbert S. Scarborough, IIIJoanne K. Sundheim, Esq.

K. Jean Williams

HONORARY BOARDCarol Harlan AastadMax S. Bell, Jr., Esq.

Joan McD. ConnollyDr. Lozelle J. DeLuz

Glenn M. Engelmann, Esq.Katherine L. Esterly, M.D.

Gloria S. FineCarol A. Gausz

Larry D. GehrkeJames H. Gilliam, Sr.

Edward W. Goate, Ph.D.Susan A. Herrmann

Hon. Mary M. JohnstonJohn W. Land

Stephen R. Permut, M.D.June Jenkins Peterson

David B. Ripsom, Esq.Barbara F. Soulier

CEOLeslie Newman

www.cffde.org

2005 Baynard BoulevardWilmington, DE 19802-3917

Agency Letterhead

No. 10 envelope

2005 Baynard Boulevard Wilmington, DE 19802-3917

10 x 13 Booklet

24Visual identity guidelines | Business Cards

5.1 Business Cards

All staff should have their own agency business card. Cards can be ordered through the Development Department.

Front of card

Back of card

6 Partner Brands

Children & Families First partners with many programs.

Considerations must be made to maintain the integrity of both the CFF brand as well as the partner brand in every occurrance. The following pages will detail appropriate use of the agency logo in tandem with partner logos.

25Visual identity guidelines | Partner Brands


6.1 CFF & Adolescent Resource Center

Both the Children & Families First logo and the ARC logo should always be surrounded by a mini-mum area of space. The area of isolation ensures that headlines, text or other visual elements/logos do not encroach on the logo.





0.3x

0.3x

0.3x

Logos should be visually balanced in size with the required minimum area of space

surrounding each logo. When a horizontal logo interacts with CFF’s square logo, the

width remains at the one-third height requirement, while the height of the logo’s spatial

area is to line up with CFF’s logo.

0.3x

0.3x

0.3x

0.3x

0.3x


6.2 CFF & Delaware Stars

Both the Children & Families First logo and the Delaware Stars logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements/logos do not encroach on the logo.





0.3x





0.3x

0.3x

Vertical Placement

0.3x

0.3x

0.3x

Horizontal Placement

0.3x


6.2.1 CFF & Delaware StarsBusiness Cards

A template has been created for the CFF and Delaware Stars busi-ness card. Any staff who needs a card may request one from the Development Department.

Turn around time for business cards is up to 3 weeks.

Phone: (302) 674-8384 x119

Fax: (855) 462-0418

Cell: (302) 745-7578

[email protected]

ANDREA PRETTYMAN, M.ED.Program Manager, Delaware Stars

91 Wolf Creek Boulevard, Ste 1 | Dover, DE 19901 | www.cffde.org

Front of card

Back of card


6.3 CFF & Healthy Families America

Both the Children & Families First logo and the Healthy Families America logo should always be surrounded by a minimum area of space. The area of isolation en-sures that headlines, text or other visual elements/logos do not encroach on the logo.





0.3x

0.3x

0.3x





0.3x

0.3x

0.3x

0.3x

0.3x

a program of Prevent Child Abuse America

a program of Prevent Child Abuse America

Vertical Placement



6.4 CFF & Nurse FamilyPartnership

Both the Children & Families First logo and the Nurse Family Part-nership logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements/logos do not encroach on the logo.





0.3x

0.3x

0.3x



width remains at the one-third height requirement, while the height of the logo’s

spatial area is to line up with CFF’s logo. The opposite is true for logos which are

placed vertically.

0.3x

0.3x

0.3x

0.3x

Vertical Placement



6.4.1 CFF & Nurse FamilyPartnership Colors

Children & Families First branding allows the below colors to be used in printed materials in conjunction with NFP colors. We use a basic color palette to main-tain consistency. Percentage tints can be used in any of these colors. Other colors may be used where appropriate.

C:94, M:0, Y:43, K:0 R:0, G:173, B:168

C:100, M:69, Y:0, K:11 R:0, G:82, B:155

C:75.2, M:34.4, Y:0, K:30.4 R:47, G:84, B:126

C:94, M:43, Y:0, K:38 R:15, G:58, B:104

C:22, M:0, Y:100, K:8 R:195, G:207, B:33

C:47, M:21.5, Y:0, K:19 R:110, G:134, B:167

NFP Secondary Colors For Accent

CFF Primary Colors

NFP Primary Colors


6.3 CFF & Community Schools

Both the Children & Families First logo and the Community Schools logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements/logos do not encroach on the logo.





0.3x

0.3x

0.3x



width remains at the one-third height requirement, while the height of the logo’s

spatial area is to line up with CFF’s logo. The opposite is true for logos which are

placed vertically.

0.3x

0.3x

0.3x

0.3x

0.3x

Vertical Placement


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