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?

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?

Only one in five Americans and Pennsylvanians that have heard of the Relay For Life know that it is an American Cancer Society 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

•   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.

Overbrand Logos

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.

A volunteer promotes their involvement with the Society and/or specific Society programs or fundraising events.

It’s Fair Use When…

•   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.

Division Sublicensing

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.

Real World Examples

•   Any use of our trademarks on a health-related 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.

We Sometimes Need to Gain Permission from out

National Home Office

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.