branding overview for chapters of the arc “excellence is not an act. it is a habit.” -aristotle...

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.

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Do You Recognize These Brands?

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How Are Brands Created?

Through consistency, repetition and reinforcement.

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How Are Brands Destroyed?

Through dilution and neglect.

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Although The Arc is the 9th largest charity in the U.S. according to FORBES

We are only 95th in recognition of our brand.

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A Good Brand Is Your Workhorse•Members/Supporters

•Donors•Legislators•Volunteers•Media

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“But, I already have a really strong brand in my community. Everyone knows us, everyone loves us! Why should I change?”

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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

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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?

Who can I call for advice?

Amberley Romo Shelly DeButtsromo@thearc.org debutts@thearc.org