Download Branding Presentation for Volunteers

Branding Presentation
for Volunteers
2008-2009
What is Branding?
•  A name, term, sign, symbol or
design, or a combination of them
intended to identify the goods and
services of one group and to
differentiate them from those of
other groups.
•  It is also the way people feel about
us as an organization.
Why is Branding Important?
•  Our brand is one of our greatest assets
•  97% of Americans know the American
Cancer Society’s name
•  Without properly branding our programs
and services, people lose the Society
connection and that hurts our Mission.
Pennsylvanians are significantly more likely to report
that they have heard of the RFL event compared to
the general public. Awareness of the event in PA
has increased significantly since 2005.
Has Heard of Relay For Life Event
US
Pennsylvania
Base: All qualified respondents (U.S.: 2005 N=1000; 2007 N=1000 | PA: 2005 N=361; 2007 N=297)
Q455 Have you heard of the event Relay For Life?
Only one in five Americans and Pennsylvanians that have
heard of the Relay For Life know that it is an American
Cancer Society event.
Knows Organization that Holds Relay For Life
US
Pennsylvania
Base: All who have heard of RFL (U.S.: 2005 N=606; 2007 N=602 | PA: 2005 N=192; 2007 N=189)
Q460 Do you know which organization holds the Relay For Life Event?
Of the one in ten Americans and
Pennsylvanians who have participated in
Relay…
only half know it’s an American Cancer
Society event.
Branding isn’t just a
marketing department thing…
everyone can take ownership… and
we can all make a difference!
American Cancer Society
Branding Guidelines
Logo Formats
Logo Formats
•  American Cancer Society name and
sword MUST BE IN WHITE, the only way
our logo is represented properly is
through consistent use of white paper or
white backgrounds.
•  If you MUST use colored paper, you
should not use the logo. Instead just
write out the name
American Cancer Society
Clear Zone
Overbrand Logos
•  Relay For Life®, and Making Strides
Against Breast Cancer® programs are
examples of the few programs branded
differently than above. These are
referred to as Overbrands. In general,
overbrands are the only logos allowed
their own stationary – Daffodil Days is
the exception to this rule.
Logo Integrity and Co-Sponsoring
•  Never use sponsor logos on or around
the American Cancer Society logo;
create a separate space entirely on your
brochure/poster/flyer for other logos.
Create consistency with your sponsor
logos by always making them all black
and white, similar size, etc.
•  Sponsor logos should never be larger
than the American Cancer Society logo.
Images/Graphics
•  Do not pair images or graphics with the logo
to create additional logos.
•  Always use photography instead of clip art.
•  BrandWizard has a library of photos you can
download for your flyers, etc.
Font Usage
•  Our fonts are:
Headers – Frutiger (Bold)
Body Copy – Kepler Light/Roman
Business letter writing – Times New Roman.
•  These fonts are available to download on the
BrandWizard site.
Corporate Colors
The colors in the palette are
the only allowable colors
for American Cancer
Society communications.
Some palette colors have
been designated as the
"official" color for certain
events and programs.
Society corporate materials:
ACS Blue
Relay For Life: ACS Purple
Making Strides Against
Breast Cancer: ACS Pink
Signature
Templates
•  There are various templates being added to
the BrandWizard site constantly for plug and
play. If there is something you use frequently
you would like added, please contact your
ACS staff partner.
•  We want to make sure you have templates for
all your needs. You should never have to
design anything yourself.
Event Specific Branding Guidelines
Relay For Life
Name of the event:
American Cancer Society Relay For Life
Short name: Relay For Life (Relay)
Plural name: Relays
Third Party Logo Use
Trademark use falls into three categories:
(1)  Fair Use: the third party can use the logo
without signing a license agreement.
(2) Division Sublicensing: the third party is
required to sign a license agreement with
the Division.
(3) NHO Licensing: the third party is required
to sign a license agreement with NHO.
It’s Fair Use When…
A volunteer promotes their involvement with the
Society and/or specific Society programs or
fundraising events.
Division Sublicensing
•  In some cases a third party needs to get permission
from the Society to use our trademarks.
•  Watch out when you want to start using the logo with
companies or event sponsors. This is when you would
want to check with your staff partner to see if a logo
licensing agreement is needed.
•  The one thing we can never do as a non-profit is to
make sure our logo never endorses or appears to
endorse a product or company.
Real World Examples
Sublicense
Needed
Wicker Wonders
Basket Company of
Centre County, PA,
comes to you wanting
to create a special
basket for your Relay
For Life. All proceeds
will benefit the
American Cancer
Society.
We Sometimes Need to
Gain Permission from out
National Home Office
•  Any use of our trademarks on a healthrelated product or in connection with a
health-related service, must be approved
by NHO’s Office of the Chief Medical
Officer.
•  Any use of the Society’s trademarks in
connection with a food or drink product
must be approved by NHO’s Director of
Nutrition and Physical Activity.
The BrandWizard Tooklit
www.acsbrand.org
Setting Up An Account
Sign me up
Click Sign me up at the bottom of the page.
American Cancer Society
Trademark User Agreement
Read through the agreement
Check I Agree next to each statement
Click I Agree or I Disagree at the bottom of the page
NOTE:
If you select I Disagree and/or do not check I Agree
next to each statement you will not be given access
to the BrandWizard site.
Registration Form for
External Users
From the first drop down menu at the top of the page,
select External Users
In the next drop down menu next to Division*, select
Pennsylvania (Staff)
In the third drop down menu select one User Category
that best describes you
Type in your First Name, Last Name, Email Address,
Address, City, State, Zip/Postal Code, Country,
Telephone, and Reason for access
Select the dates that you will need access for
Type in the Name of the ACS staff contact along
with their email address and phone number
Click Submit
Receiving your
Password
For all Non-ACS Staff Users, it may take up to 24
hours before a password is sent.
Logging into
The BrandWizard Tooklit
Logging into BrandWizard and how
to get around the site.
First Time Logging In
•  Enter in your email address and password, then click
Login
The main Toolbar
•  www.acsbrand.org has a variety of branding tools to
assist you and your volunteers
The main Toolbar
•  Once you have selected a category to search, you can
look up materials under key ACS programs and service
names from the library selection
Downloading Files
•  Once you have selected a branding tool, click on the
Cart icon and the tool will be added to you personal
selections to download.
•  When you have selected all the items you need from
the library, your Cart is ready to be downloaded to your
personal working files.
•  Click on My Cart to access the download features.
My Cart
•  Many items in the branding library are large files, so
the Cart will allow you to have these files “zipped” into
a special format to have them transfer much quicker to
your computer. Click on the items you wish to
download from your Cart selections.
•  Then click Download Files.
After you start
to download
•  You will want to select the location where you will
have these files download
•  Once you have downloaded the files you can then
work to customize them for your specific
community needs
Thank you.