branding overview for chapters of the arc “excellence is not an act. it is a habit.” -aristotle...
TRANSCRIPT
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Branding OverviewFor Chapters of The Arc
“Excellence is not an act. It is a habit.” -Aristotle
Achieve with us.
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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.
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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.
Achieve with us.
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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?”
Achieve with us.
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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.
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Our Brand’s Basic Elements
Logo – Catalyst IconDescriptorChapter Lock UpTaglineBrushstrokeBrand Platform
Achieve with us.
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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.
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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
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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
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This is bad…
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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
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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?