The most fundamental visual element of a brand identity is its brandmark. The United Way brandmark signals a change for a new approach to the future while preserving the heritage of our past.
The evolution of our brandmark is most dramatic in its new configuration. The symbol is now joined together with the United Way name in a permanent, bold alliance. Its holding device is a simple rectangular shape that is unifying and inviolable.
The original components of our traditional brandmark-the rainbow of hope, the hand of support and the person as a symbol of humanity-have been maintained because they are still effective in communicating important United Way brand characteristics - caring, inspiring, trustworthy and approachable. The changes to these key elements are intended to express new brand characteristics-innovative, dynamic and results oriented-characteristics that we need to help us achieve our community impact mission.
Full Color
The full-color version of the United Way brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. Pantone, CMYK and RGB reproduction files of the full-color brandmark are available for specific application requirements. Contact United Way for complete specifications and files.
Note:
As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately. We must use the registered trademark symbol (®) with the brandmark to ensure our legal rights are protected. Always display the registered trademark symbol (®) in the position indicated.
One Color
When reproduction constraints prevent the use of the primary full-color United Way brandmark, use one of the alternative one-color versions. Contact United Way for complete specifications and files.
One-color blue brandmark
The one-color blue brandmark is to be used when United Way Blue is the only available color selection. Contact United Way for complete specifications and files.
One-color black brandmark
The one-color black brandmark is to be used when black is the only available color selection.
Note:
These brandmarks should never appear on a website, four-color brochure or any other application where a full-color brandmark is useable. The one-color brandmarks may not be reproduced in any color other than United Way Blue and black.
Background Control
Background colors and graphics can easily overpower or compete with brandmarks. A white outline has been built into the artwork to maintain separation between the United Way brandmark and the backgrounds where it will appear. This outline will not appear when the brandmark is staged on a white background.
Special Usage
The special usage United Way brandmarks are used when printing on colored surfaces, or screening of inks is not possible. This may occur when reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, these brandmarks may only be used when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white. For example, this may occur when printing a black & white laser print on blue paper. When printing on white paper, the full-color or one-color brandmarks should be used at all times.Contact United Way for complete specifications and files.
Minimum Size
To ensure the integrity of the United Way brandmark, do not reduce its width to less than .75 inches for print or special usage, and 90 pixels or 1.25 inches for screen applications. Other reproduction methods may require the minimum size to be greater than the sizes identified here.
Unacceptable Uses
The consistent and correct application of the United Way brandmark is essential. Always follow the standards presented in these guidelines.
Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brandmark to use separately.
Placement
Correct placement of the brandmark will help ensure the integrity of United Way communications. The brandmark should always be placed at a distance of a half of the symbol square from the right edge of any print or on-screen application. This applies to all versions of the brandmark, with or without the local identifier. While the brandmark will not necessarily align with the grid, its placement on the right and correctly measured spacing from the edge relative to the brandmark will ensure a consistent presentation.
With Live United Tagline
Our tagline is our primary marketing message. All communications and creative materials are rooted in the "LIVE UNITED™" concept. The tagline should be used on all marketing communications, including print collateral, advertising and websites. The tagline must always appear with the master brandmark. The tagline always appears in all upper case, Trade Gothic Bold Condensed Twenty typeface, followed by the trademark symbol (™) in Trade Gothic Condensed Eighteen. Do not use Meta for the tagline.
Note:
As one of our most important assets, the tagline must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the tagline in relationship to the brandmark or add other graphic elements to its presentation. We must use a trademark symbol (TM) with the tagline to ensure our legal rights are protected. Always display the trademark symbol (TM) in the position indicated.
LIVE UNITED must always appear with the United Way brandmark. LIVE UNITED is the only acceptable format for the tagline. Creating variations such as "VOLUNTEER UNITED" is strongly discouraged. It is, however fine to use variations of the words "live" and "united" in headlines. For instance, in the message strategy, we say, "Living united means being part of the change." There/s also a poster with a headline that says "ANY COMPANY LIVES UNITED."
Brandmark with tagline
Our tagline is our primary marketing message. All communications and creative materials are rooted in the “LIVE UNITEDTM” concept. The tagline should be used on all marketing communications, including print collateral, advertising and websites. The tagline must always appear with the master brandmark. The tagline always appears in all upper case, Trade Gothic Bold Condensed Twenty typeface, followed by the trademark symbol (TM) in Trade Gothic Condensed Eighteen. Do not use Meta for the tagline.
Note:
As one of our most important assets, the tagline must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the tagline in relationship to the brandmark or add other graphic elements to its presentation. We must use a trademark symbol (TM) with the tagline to ensure our legal rights are protected. Always display the trademark symbol (TM) in the position indicated.
Lock up
When the tagline is locked up with the brandmark it appears in a fixed position to the left of the brandmark. The size relationship and position have been determined for optimal communication of both the United Way brandmark and the tagline. The brandmark must appear with a registered trademark symbol (®). The tagline must appear with a trademark symbol (TM), which may be placed within the offset space between the tagline and the brandmark.
Flexible placement
You may choose not to lock up the tagline with the brandmark. However, in order to protect the integrity of the brandmark and tagline, you must place both on the same page in the size proportions indicated. The brandmark is placed at a distance of a half of the symbol square from the right edge of the application and the tagline is placed at the same distance from the left edge. You may place both elements anywhere along their edge as long as you maintain the distance and the size relationship prescribed. However, it is preferred that the brandmark and tagline appear in close proximity, especially when there is a large body of copy on the same page. Greater flexibility of placement is allowed when there is little or no body copy on the page.
Color treatments
The tagline may appear with the full-color brandmark, as well as the one-color and special usage brandmarks. The color of the brandmark dictates the color of the tagline. The color specifications on this page apply to both the tagline lockup and the flexible placement treatments.
Tagline color with full-color and one-color blue brandmarks
When using the full-color or one-color blue brandmark on a light background, the tagline should appear in United Way Blue.
When used over a dark background, the tagline should reverse to white.
Tagline color with one-color black brandmark
When using the one-color black brandmark on a light background, the tagline should appear in black.
When used over a dark background, the tagline should reverse to white.
Tagline color with special usage brandmarks
When using special usage brandmarks, the tagline should always appear in the same color as the brandmark.
Note:
Never use the tagline over a complicated part of an image or a color that hinders its legibility.
It is important that United Way local member organizations maintain a consistent appearance of the brandmark and all visual communications across various media types and materials. Using colors consistently in all communications will strengthen brand recognition, create impact and differentiate our programs. The United Way color palette is comprised of colors used in the United Way brandmark. In addition, two grays, black and white are included for added flexibility and one-color scenarios. On this page you will find specifications for reproducing the United Way colors in a variety of ways.
Note:
The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition.
Three standardized typefaces have been chosen for the United Way brand identity. They are to be used in all printed and online communications. Each of the fonts was selected for its visual compatibility with the United Way brandmark and for its ability to convey a personality that is consistent with our brand. Only use the weights and styles shown on this page.
Meta typeface
The primary typeface in the United Way brand identity system is Meta. Meta is a simple and clean typeface that conveys a humanistic and caring, yet professional tone. Contact United Way to download a copy of this font.
Trade Gothic Condensed typeface
NEW with the launch of the LIVE UNITEDTM campaign, Trade Gothic Condensed has been added as a headline font. It should be used sparingly in marketing communications to draw attention to important text. Contact United Way to download a copy of this font.
Arial typeface
Arial is an acceptable substitute for Meta only when Meta is unavailable. Arial can also be used in correspondence, in wordprocessed documents, for text in publications, for PowerPoint™ presentations and for narrative text on websites.
Times New Roman typeface
Times New Roman is a classic serif font that may be used in correspondence, in word-processed documents or for text in publications, but should not be used in headlines or subheads.
A carefully managed approach to selecting photography will help position the United Way brand and create a distinctive and lasting impression. There are two general photographic categories for image selection, communities and portraits. Using images from these categories can help support text messages. It is important to select imagery that is dynamic, uplifting, caring and optimistic.
The main photographs in any communication should include people. This approach is in line with our evolution from a fundraiser to a community impact organization. It is important to show diversity in age, ethnic background, profession and personal interests.
Communities
United Way community photos show the interaction and contributions of people in their communities. Showing families in their homes, people in their business environments and friends having fun reinforces the benefits derived from United Way initiatives and programs. Dramatic perspective and interesting cropping help give images an inspired feeling. Contact United Way for available photos.
LIVE UNITED™ Portraits
LIVE UNITED portraits capture the personality of the individual and enable the viewer to establish an intimate, engaging connection with the subject. The background should be a seamless white or off-white. Props are discouraged.Contact United Way for available photos.
