Introduction - SkillsUSA...life.” The slogan implies both safety and an interest to keep buying...

Introduction

An association’s brand is one of its most important assets. It’s like a person’s good reputation, but it’s even more. Brand gives an association focus in its identity program; it gives focus to the way an association behaves toward its members and sponsors. It’s a key to helping an association grow in size and service to its members and its market. When SkillsUSA talks in marketing terms such as “brand,” our interest isn’t in the bottom line, it’s in serving and representing our members. The national staff of SkillsUSA, the board, sponsors and state association directors have all been working together to define and express the SkillsUSA brand. We have made significant progress. The SkillsUSA brand has been defined. So, too, has the brand promise. We’ve created a slogan, brand mark and state association logos. As we have gone through the process, our brand focus has helped us to “get on message” in both internal and external communications and to refine our communications vehicles. This guide is to help you, our state association directors, with this process in your states. The intent is to give you some of the tools and ideas you need. There are more tools and ideas posted on a section of the state directors’ Web site. There are two sections in this guide covering two essentials. The tabs are called Brand Resources and Graphic Standards. What they really represent are the unified message, the unified image and the unified name for SkillsUSA. This common focus is important to all of us. The success of any association is to concentrate on what it does best and to communicate about it. That’s what we are doing in this branding process. Our success depends on you.

Contents Tab One: Brand Resources • Overview of Brand and Resource List Pages 1 - 5 • Frequently Asked Questions and Answers Pages 6 - 10 • Checklist for State Association Web Sites Page 11 • Message to Local Chapters Page 12 • Talking Points on Slogan and Name Pages 13 & 14 • Some Notes on Storytelling and SkillsUSA Pages 15 & 16 • Sample Quotes for Champions at Work Pages 17 – 20 • Appendices Tab Two: Graphic Standards • Introduction to a Unified Image Page 1 • Graphics Checklist for State Associations Pages 2 & 3 • Ten Simple Rules for Using SkillsUSA’s Brand Marks Pages 4 & 5

SkillsUSA Brand Guidelines for State Associations

Section 1: Brand Resources

Page 1

Overview of Brand

What is a brand? The most basic way to think of “brand” in marketing is to think of it as a word or phrase a business “owns.” It is a word or phrase that honestly describes and distinguishes a business in the minds of its customers. It is bestowed by customers. Just like “the brand” on cattle, a business’ brand is what makes that individual stand out in a herd. A good brand is an important competitive advantage. There’s more. A brand can also be thought of as a set of attributes — things the association is known for delivering to customers and stakeholders. It’s the impression customers have of the business. Why is it important? Brand tells what and how a company does things that are of value. It’s at the core of an organization’s corporate identity system. The correctly defined and cultivated brand gives a business its focus for clear, concise statements of what makes a company’s product or services worth a customer’s time, money, commitment. Brand example The brand of Volvo is “safety.” That can be considered Volvo’s position or brand word. In the minds of car buyers, if they want to buy a safe car, they want a Volvo. Safety is what Volvo has built its corporate identity system around. Advertising, publicity, collateral materials, everything, starts first with safety. The message is also carried in their slogan: “For life.” The slogan implies both safety and an interest to keep buying Volvos for a lifetime. When creating a brand, an association must be sure its slogan and other messages are (1) true, (2) clearly directed to potential members, and (3) can be used over and over. A slogan is primarily aimed at informing customers. It can also form an impression in the eye of the public. It should reflect what is unique about the organization. Brand mark It’s a symbol of a promise. The brand communicates the unique “brand word” and other attributes valued by customers. When people see a company logo or brand mark (in SkillsUSA’s case, the logo with the slogan or “slogo”) it puts all of the brand expectations in motion. If customers’ brand expectations are not met, the association risks losing its reputation among those customers. SkillsUSA’s brand Independent market research of student and instructor members and nonmembers told us that SkillsUSA is known and respected as a leader in at least two areas in career and technical education. We are known for “networking and leadership activities” and we are known for the “Championships.” Included among the attributes associated with those two terms are these: advocates for career and technical education and work; validation of programs and individuals; personal



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distinction; sense of belonging; personal added value achieved; connecting individuals and groups; teamwork; shared experiences; and pathways to personal and career goals. SkillsUSA’s slogan Our slogan “SkillsUSA: Champions at Work” is going to be with us for the foreseeable future. Its purpose is twofold. First, we wanted to capture the focus of the organization’s brand in one simple, thought-provoking expression. The slogan implies many of the attributes valued by our members and it uses one of our “owned words.” Second, a slogan is supposed to have an element of challenge. It’s a rallying cry. SkillsUSA is still an applied method of instruction, and we see our instructors challenging their students to rally as “champions at work.” SkillsUSA’s core message The slogan does a good job of expressing SkillsUSA in a few words. To tell people outside the organization who we are, however, we need a little more. That’s where our core message comes into play. For years, most of us have heard “30-second elevator speeches” about SkillsUSA that were as widely varying as the descriptions in the old story of the blind men and the elephant. We have a new way to introduce SkillsUSA. When students, teachers, sponsors or anyone else is introducing SkillsUSA, the first thing to say is:

“SkillsUSA is a partnership of students, teachers and industry working together to ensure America has a skilled work force. We help each student excel.”

Following that statement, the speaker can go on to amplify whatever is important: the state association; leadership skills; employability skills; training, or a personal story about how SkillsUSA has had an impact on their program or life. The key is that the listener starts with a clear concept of what the association is and does and understands its importance. SkillsUSA’s “brand promise” The brand promise is how an association wants members to feel. The most important factor for customer satisfaction usually isn’t price, it’s time and whether or not customers feel they are well treated. The brand promise is for employees and managers of a business. It’s their guide on how to treat customers so they’re “delighted.” SkillsUSA has a brand promise. It’s a promise we’re trying to live up to at the national headquarters. We encourage state association managers to adopt the same promise when working with their members. The highlighted words in the brand promise below describe how we want our members to feel after an interaction with SkillsUSA. “SkillsUSA makes every member and partner feel like a champion. These customers feel successful and respected for their personal commitment to developing skilled workers and



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good citizens. They feel connected to a national network. Through our exceptional service, our customers feel they are treated with sincerity and appreciation. Their involvement in SkillsUSA results in feelings of personal pride and achievement.” Future of SkillsUSA brand process SkillsUSA announced its new slogan during the national conference in 2003 and effectively changed the name of the association with the slogan celebration during national conference in 2004. We’re asking our state associations to support the brand effort through their own activities and with your chapters. In the months and years ahead, throughout the SkillsUSA organization, we will develop new ideas, new tools, and new ways of expressing our brand. The branding process is just that: a process. Creating and maintaining a unified image, message and culture takes time, but the benefits are worth it. SkillsUSA is taking more steps toward the goals established in 1965: to give our members a national voice and bring them national recognition. We’re still on mission.



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Brand Resources Following are just a few items to help state associations initiate the brand process in their states. SkillsUSA is also posting these and more items on our Web site for use by state directors including logo art, forms, talking points, radio public service announcements and PowerPoint presentations. Branding will be a cooperative and collaborative process. We ask that state associations share ideas, recommendations or tools they develop themselves with the rest of the association. We all want to be “Champions at Work.” Resources and answers at your fingertips The following pages provide state association resources, including:

• FAQs (Frequently Asked Questions) We hope nearly any question you are apt to be asked about the name, the slogan, the name change and its impact on SkillsUSA programs and official clothing will be answered here.

• Web site checklist There are checklists throughout this state association brand guide. Here’s one to review when considering one of your most important brand assets, your state association Web site.

• Message to local chapters This is just a simple one-page reminder of what to emphasize with your members.

• Talking points on slogan and name change There are many different ways to discuss the meaning of our slogan. These are just some of them.



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Storytelling tips As polished speakers, you already know the value of storytelling as opposed to “speechifying.” Audiences like to listen to stories, and carefully crafted stories often do a much better job of conveying a message than a speech. SkillsUSA is preparing stories that illustrate “champions at work” and illustrate our association history and culture. Here are just a few points to consider when preparing your own stories followed by a sample corporate culture story.

Quotes for use with slogan Looking for a famous quotation or two to shape a presentation? It just so happens that the words “champions,” “heroes” and “work” yield up some nice starting points. We’ve provided some sample quotes.

Sample of basic brochure This is the basic introduction tool for any audience. The brochure is available for download by state associations with room on the back panel for state association personalization. By the way, this is also a good source of basic talking points for state association presentations.

Champions flier A sample copy of the flier sent to chapters in this year’s membership kit.

Additional resources available for download Throughout this guide, there are references to materials available for download from our Web site. There’s one central source. Please go to the “Brand Package” section on www.skillsusa.org/directors/ Among the items referenced or relative to this section of the guide:

• PowerPoint presentation about the slogan for use with chapters • Fact sheet • Basic brochure



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Frequently Asked Questions and Answers

About SkillsUSA’s Name

QUESTION

ANSWER

What is the name? SkillsUSA.

When did the name go into effect? The official date for the name change was Sept. 1, 2004, at the beginning of the new membership year. State associations were asked to choose to

change their names officially by Sept. 1, 2005.

When and how was the decision

made to change the name?

The board of directors voted unanimously to make the change in

December 2002 following their discussions with representatives from all of our membership and leadership groups including the student houses of

delegates during two successive national conferences.

Why was the name changed? We are working to build a stronger, more unified image for the association to use with education, industry and the public. The SkillsUSA name puts a

simple, direct emphasis on what we do: we teach the academic, technical

and employability skills students need. The members, leaders and sponsors of our association want a national identity for our career and technical

education programs and members. The hyphenated name “SkillsUSA–VICA” was not clear to the news media, to prospective members or to

prospective sponsors in part because it sounds like two organizations. To those who are not involved, the hyphenated name has been confusing. By

making the name “SkillsUSA” our members have a single name and a

clear message to describe their organization.

How did we announce the new

name?

We previewed the new name “inside the family” during 2003-2004 with the launch of our slogan “SkillsUSA: Champions at Work.” Mailings and

e-mails in spring 2004 made the official announcement. Many state SkillsUSA associations introduced the new name — along with

new state logos — during their spring conferences in 2004.

What about announcements to

the public and marketing?

Announcements to the public coincided with the official name change in

September 2004. The national headquarters of SkillsUSA uses the new name in all its materials for the news media and the public. Information

and materials are available for use by state associations and chapters.



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What should state associations be

called?

The official name of state associations is “(State) Association of SkillsUSA.” For informal or marketing purposes, the name may also be “SkillsUSA

(State).”

What should be done with the

emblem?

The existing emblem was retained, but the name reads “SkillsUSA.” This

change applied to emblem patches on blazers, ceremonial emblems, and other emblematic items. The official change of the name on the emblem

went into effect Sept. 1, 2004.

Are blazers with previous

emblems still official attire?

Yes. All existing official attire — such as blazers and work clothing — will

continue to be honored as official and appropriate for meetings and competitions. The windbreaker will also be acceptable as an alternative for

the blazer.

How does this affect official attire

and clothing for competitions?

First—and most important—all blazers will be “grandfathered,” which is to say they will be recognized as official dress in perpetuity.

All existing official clothing — such as blazers and work clothing — continue to be honored as official and appropriate for meetings and

competitions. The SkillsUSA logo has been carried on official competition

work clothing sold after the national conference in 2004.

Will there be any changes in

official attire?

No changes are planned for official attire.

When did changes go into effect

for competitions?

Competitions that referenced the name of the organization changed in the

2004-2005 school year with the publication of the new SkillsUSA

Championships Technical Standards. (More information on this topic appears under contests and ceremonies section below.)

Did this change the name of the

national conference or

competitions?

No. We continue to call it the National Leadership and Skills Conference.

The competitions are still the SkillsUSA Championships.

What is the slogan? “SkillsUSA: Champions at Work.” Our slogan was introduced during the 2003 national conference, and we will be using this slogan for many years

to come. It is one more important way we are working to build nationwide

recognition for our members and for the important work they do.

When were items with new

patches and revised emblem made

available?

The SkillsUSA Supply Service began carrying the blazer with the revised emblem, other revised emblematic materials, and work clothing with the

new SkillsUSA logo on Sept. 1, 2004.



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Are we still using the name

“SkillsUSA—VICA” or

“Vocational Industrial Clubs of

America”?

No. As of Sept. 1, 2004, the official name of the association is SkillsUSA. The association continues to honor the name “VICA.” Media relations

and other materials will contain references to our association heritage,

including the original name of “VICA, the Vocational Industrial Clubs of America.”

Has changing the name to

“SkillsUSA” resulted in the loss of

equity or recognition by those who have

been associated with “VICA”?

Our old name was not a household word, although the association was

and is well known — and respected — in career and technical education. The transition has been successful.

Are state logos trademarked? No, not specifically. But in effect, yes. Because the state logo is based on the national logo — which is trademarked — any unauthorized use of the

state logo would be an infringement of the national trademark.

Can states or local chapters alter

the name, logo or other

trademarks, including the slogan?

No. Adaptations are not allowed to the logo. Official versions of the logo — including logos with the state name — were released in November

2003. The trademark including the slogan should not be altered. The more consistent the association is with its marks the more effective the

association will be in obtaining a national identity. Please consult the style

guide for details on the Web site relating to chapter personalization.

What changes were required in

student constitutions, bylaws,

articles, etc.?

The national student constitutions and all other official governing documents were changed to “SkillsUSA” effective Sept. 1, 2004. The

national association requested all state associations to make changes in their documents no later than Sept. 1, 2005.



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Questions and Answers: Contests and Ceremonies

QUESTION

ANSWER

Have the Opening and Closing

Ceremony been changed?

Yes. The Opening and Closing Ceremony was revised by replacing

“SkillsUSA–VICA” with “SkillsUSA.” Any reference to “SkillsUSA–VICA” — including the pledge —became “SkillsUSA.” The acetate

emblem used at the national championships was revised to the “SkillsUSA” version in 2005. States and chapters may buy a complete new

emblem or the single sheet with “SkillsUSA.” These began to be available

around September 2004 from the SkillsUSA Supply Service.

Are changes planned for the

purposes, motto, pledge, creed and

colors?

The only changes were to the name of the association and to the places where it appears.

What is the proper use of the

organization’s name in contests?

Refer to the contest rules in the latest SkillsUSA Championships Technical

Standards. Also see the SkillsUSA Championships Official Update, which is

posted annually on April 15 at www.skillsusa.org/compete/updates.shtml.

Is the “SkillsUSA” name

official in competitions?

Yes. “SkillsUSA” is recognized as the official name of the organization in

all national contests and ceremonies. The only acceptable spoken, text or graphic references to our national organization’s name in SkillsUSA

Championships contests are “SkillsUSA,” “SkillsUSA Inc.” or “SkillsUSA Incorporated.” References to state association names must follow the

“SkillsUSA Georgia” pattern, i.e., the word “SkillsUSA” followed by the

name of the state.

Examples of unacceptable references to our organization’s name that will result in point deductions from a contestant’s score in national

SkillsUSA Championships contests include: • VICA

• Vocational Industrial Clubs of America

• SkillsUSA VICA

• VICA SkillsUSA • Skills (without the “USA”, when used as our organization’s

name) • Skills USA (the name separated by a space in text or graphics)



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What is the SkillsUSA theme

for Chapter Display, Prepared

Speech and Promotional Bulletin

Board contests?

The theme changes annually and is posted on the Web site at: www.skillsusa.org/about/theme.shtml

When should chapters change to

the “SkillsUSA” name on

clothing and equipment?

Local chapters are asked to make the switch to the new SkillsUSA name

when ordering new official attire or work clothing, chapter banners, emblems or other supplies; however, all older versions of chapter

equipment and clothing will be honored by SkillsUSA are allowed and recognized in perpetuity.

How did the change affect

clothing for contests?

The new SkillsUSA logo has been used on official competition work

clothing since Sept. 1, 2004. Please note “SkillsUSA–VICA” and “VICA”

work clothing will continue to be honored as official in the contests just as blazers with earlier emblems will be honored.

What about contest judging and

work clothing?

Judges will be instructed not to assess a clothing penalty for past, present

or the new emblem or logo patches. All are acceptable for competition. Judges will be instructed to list reasons for assessing clothing penalties.

Contestants wearing clothing bearing prior emblems will not be penalized.



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Checklist for State Association Web Sites

Display the SkillsUSA logo and slogan prominently on your home page and other areas of your Web site in accordance with association art style guide

The association’s name (in accordance with the governance section of this brand package)

should be accurate in all sections of your Web site, including the URL address

Remove all references to VICA

Add the following description of SkillsUSA to either your homepage or where you tell

visitors what our organization does:

“SkillsUSA is a partnership of students, teachers and industry working together to ensure America has a

skilled work force. We help each student excel.”

Add a link to your Web site, if you haven’t already, to the national Web site: www.skillsusa.org

Ensure that any materials that are posted online to be downloaded bear the SkillsUSA logo

and slogan, including your association’s name

Other Items

Be sure any awards given in the state reflect the correct name, slogan and artwork

If you have a newsletter, include the SkillsUSA logo, slogan and your association’s correct name



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Message to Local Chapters When addressing chapter members in your state, we suggest you use the following talking points to

convey the importance of using our brand nationwide:

Our official name is “SkillsUSA.”

Our national slogan, “SkillsUSA: Champions at Work,” says who we are and what we do: “SkillsUSA

is a partnership of students, teachers and industry working together to ensure America has a skilled work force. We help each student excel.”

The name and slogan give us a unified image nationwide. To speak with one voice, we need to have one name.

The SkillsUSA logo and slogan, when used together, make up our new brand mark. The brand mark

should not be altered in any way. Our goal is to establish a unified national image.

By now, all state associations and chapters should have also changed their names to reflect the fact that we are all members of one organization: SkillsUSA.

There are three things we would like you to do to help promote SkillsUSA and to help your students and chapters:

1) Please drop “VICA” from your materials. We encourage you to use either the logo alone or

the brand mark on all your SkillsUSA material. Some items don’t need to be changed, such as blazers. For help, you may contact Tom Hall, SkillsUSA director of Publications, at

[email protected] or 703-777-8810.

2) Please use the SkillsUSA artwork and logo/slogan according to the SkillsUSA style

guidelines. Visit our Web site at www.skillsusa.org/about/logos.shtml for information about how to download artwork.

3) Please use the following core message to describe who we are: Skil l sUSA is a

pa rtne rsh ip o f s tuden ts , t e ache rs and indu st ry wo rkin g toge t her to ensure Americ a ha s a ski l l ed work fo rce . We he lp e ach s tud ent exce l .

As always, we appreciate your support in spreading the word about SkillsUSA to students, instructors

and industry partners. All of them are SkillsUSA Champions at Work.

[More on this topic under the next section, Talking Points]



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Talking Points on Slogan and Name

Slogan SkillsUSA has adopted a national slogan, which is SkillsUSA: Champions at Work. This is an

ongoing expression of who we are as an organization and the personal commitment of our members and

sponsors to excellence in education, the workplace and their communities.

What is a champion? According to the dictionary, a champion is “one that is clearly superior or has

the attributes of a winner.” Or, a champion is someone who fights for, defends or supports

something.

Unlike a one-year membership or contest theme, this SkillsUSA slogan will be used year after year to

help convey what we represent and whom we serve. This will help SkillsUSA to establish a stronger

identify, both among our members and with the general public.

Being a champion means much more than winning a contest. For students, it means dedication to

personal and professional excellence. For advisors, it means helping others to achieve that goal

through instruction or advocacy.

Our students are working in their instructional programs preparing to go to work on their careers and that’s a

very positive thing — whether right out of high school or after college or continued training.

Success in any undertaking requires work and continuous effort.

As an organization, SkillsUSA is truly about building champions for America’s work force. There

aren’t enough skilled workers, and SkillsUSA is addressing that need, as well as the need for new

workers with employability skills. We hope you will support SkillsUSA as we build a stronger national

image for technical education.

In a real sense, the field of career and technical education will count heavily on a unified image and

purpose. Career and technical education is also counting on SkillsUSA.

Every technical student who sets out to develop as an individual is a champion. The SkillsUSA

program offers that opportunity. Our students are working to improve their technical skills, academic

skills, and personal leadership and employability skills. With their dedication to personal excellence,

and with that combination of skills unique to SkillsUSA members, they’ll have the best chance for

rewarding lives and careers. Within classrooms and solid SkillsUSA chapters, our students become

true Champions at Work.

Our teachers, as role models and advocates for our students, are also champions. SkillsUSA offers

training, materials and a strong support system for teachers. Our teachers are champions for students

by helping to shape individual skills, values and personal goals based on the experiences that take

place in the classroom.



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SkillsUSA has stepped out in front to champion improvements in technical education through our

award-winning partnerships with industry. More than 1,000 national companies and associations are

champions for SkillsUSA and technical programs because they believe we can help solve the nation’s

shortage of skilled workers. They’re thrilled that we’re standing up as a champion for work.

We hope you like the slogan, SkillsUSA: Champions at Work, and adopt it with enthusiasm. Please

feel free to use it as part of your chapter image and public relations efforts within your school and

SkillsUSA chapter.

For more information, visit our Web site: www.skillsusa.org.

Name change At the direction of our Board of Directors, ”SkillsUSA–VICA” officially became “SkillsUSA” in September 2004.

This process began in 1999 with the change from Vocational Industrial Clubs of America to SkillsUSA–VICA. It continued with input from student delegates at both the 2002 and 2003 national

conferences and review by the state association leaders and our board.

Education is changing around us, and we must demonstrate that we are a forward-thinking organization. Just as many technical schools have changed their names to fit with the times, the name

“SkillsUSA” better communicates our core purposes. It’s short, memorable and fits our mission of providing employability and leadership skills to technical students. A simply stated and explained name

helps us to carry out one of the basic purposes of the organization: to give a unified national image to our members and

programs.

Most members and advisors have made the change from SkillsUSA–VICA to SkillsUSA. For some

people, it may have been a little difficult, especially those who have been a part of our program for many years. The VICA name has a wonderful history, and any changes will be made with great

respect to our heritage. Please let them know this and how important it is that today, being united in our name strengthens the organization’s visibility and helps the public remember who were are and

what we do.

SkillsUSA works hard to better meet the needs of all members through improved programs and

services. We’ve launched online membership registration, circulated a national magazine that reflects our brand, posted free teacher materials on our Web site and created tools for program

improvement. SkillsUSA will continue to offer training, materials and a strong support system for

our greatest champions: our students and teachers.



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Some Notes on Storytelling and SkillsUSA SkillsUSA’s slogan — and the very nature of the work we do — lends itself to storytelling in

speeches and articles. In other words, talking about the slogan isn’t the same as illustrating the point of the slogan through stories.

Here’s an example of a short story that reinforces a corporate brand and slogan as told through a

television commercial.

Volvo: Tying together the personal with the organization’s heritage “She was a physical therapist working with car accident victims in a hospital in Sweden 40 years ago,

yet Margit Engelau continues to save lives the world over. The reason? She instilled her horror of accidents in her husband, who happened to run a car company. You may never have heard of Margit

Engelau, but maybe you’ve seen the monument they built to her.”

[At that point a new Volvo sedan appears and the commercial ends.]

The story form When SkillsUSA speaks of “Champions” we could also say “heroes” or “protagonists.” The point is, every story has to have a hero seeking (working) to overcome something. As John Barth says in a

quote below: Everyone is necessarily the hero of his own life story.

Our slogan lends itself immediately to story telling and those make better presentations.

State associations have their own stories too, to illustrate, promote, motivate and build the culture of

the state. A sample of a SkillsUSA “corporate culture” story follows.

The essential steps in a story are these: 1. A main character . . .

2. Faces/sees trouble coming . . . 3. Must take action/make a choice as the crisis . . .

4. Resulting in insight and . . . 5. Affirmation

The essential elements for a story: Action: Something has to happen

Background: History of characters, situation, etc. Blend into story on an “as needed” basis.

Conflict: What the main character/ hero wants. [Remember, as soon as the conflict is over in the

climax, the story is over too.]

Development: Approximately 80 percent of a story is here. This covers the obstacles the main character faces.

End: Crisis = When the main character makes a choice Climax = When the conflict is resolved

Consequences = What happens after the choice is made



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Sample SkillsUSA Corporate Culture Story [This story is one of three that were woven together in a speech given during the New York state association’s Fall

Leadership Conference shortly after the 9/11 tragedy]

The story I’m about to tell you isn’t history, it’s your heritage.

Thirty-six years ago, over 200 students and teachers from seventeen states, state supervisors of vocational education, and representatives from business and labor — people just like the people in

this room — gathered together for the first national meeting of an organization that would come to

be called the Vocational Industrial Clubs of America. The place was the Hotel Andrew Jackson. The time was May 6-8, 1965.

They wanted something. They wanted a national organization for trade and industrial education

students that would challenge and reward students for “high standards of workmanship,” develop their leadership abilities, promote “useful citizenship,” to promote teamwork, to win for their

students the attention and respect they deserved by having a national voice, and—perhaps most of

all--for students to be proud of who they are and what they do.

Committees of students and adults formed committees to create what we now consider the fundamentals of SkillsUSA including a Constitution Committee, Colors Committee, Program of

Work Committee, a Name Committee, and an Emblem Committee.

The emblem committee was asked to devise a symbol to represent this new organization — what it stood for — who it served — and to communicate that message to students and the public. They

brainstormed many elements and their final selections are in the emblem on your blazers today.

The torch of knowledge was an obvious choice for an education association. Finding a symbol to

represent all of our occupations was tougher. The gear was selected for some reasons that aren’t really expressed in the opening ceremony. It represents the industrial society, but the students liked it

for two additional reasons. Each cog on a gear is important just as each of our occupations is important to the society as a whole. If a cog is missing, all the energy transmitted through that gear is

lost. The gear is a statement of the essential role each of our occupations plays in the vitality of

America’s economy.

The hands were the human element to represent the individual. They are shown as open hands because the students wanted them to represent the positive force of people who are open to

agreement. I don’t know how many of you have noticed, but one of the hands is smaller than the other. There’s a reason for that too. Judy Zurich, a nursing student from Ohio and Joy Caster from

Oklahoma said that women should be represented in the symbol and that could be done by showing a smaller hand.

Behind all of the symbols was the shield of patriotism. . .American patriotism.

America needed that shield then and America needs that shield today.



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Sample Quotes for Champions at Work

Work Pleasure in the job puts perfection in the work.

--Aristotle (384-322 B.C.)

I'm a great believer in luck, and I find the harder I work the more I have of it.

--Thomas Jefferson (1743-1826)

Love and work are the cornerstones of our humanness. --Sigmund Freud

If you don't want to work, you have to work to earn enough money so that you won't have to work. --Ogden Nash

The world is full of willing people; some willing to work, the rest willing to let them.

--Robert Frost (1874-1963)

There is no substitute for hard work. --Thomas Edison

When I'm working on a problem, I never think about beauty. I think only how to solve the problem. But when I have finished, if the solution is not beautiful, I know it is wrong.

--Richard Buckminster Fuller

You only make mistakes if you're doing real work and getting things done. --Anonymous

Result! Why, man, I have gotten a lot of results. I know several thousand things that won't work. --Thomas Edison

Good work is not accomplished in haste.

--Chinese proverb

A work is never completed except by some accident such as weariness, satisfaction, the need to deliver, or death: for, in relation to who or what is making it, it can only be one stage in a series of

inner transformations.

--Paul Valéry (1871–1945), French poet, essayist

Work is a sovereign remedy for all ills, and a man who loves to work will never be unhappy. --Ellen Henrietta Swallow Richards (1842–1911), U.S. chemist and educator

You work hard to be good and then to be great, but when you’re great, you don’t just want to be

good.

--Pat Bradley (b. 1951), U.S. golfer

The best work is not what is most difficult for you; it is what you do best.



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--Jean-Paul Sartre (1905–1980)

To do his work well a workman must first sharpen his tools.

--Chinese proverb

To do good work, one must first have good tools.

--Chinese proverb

If you leave your work for one day, you’ll be out of practice for three. --Chinese proverb

Work bears a particular mark of man and of humanity, the mark of a person operating within a community of persons.

--Pope John Paul II, 1981 encyclical On Human Work

Champions and heroes

Champions don’t become champions on the field – they are merely recognized there.” --Bob Costas, national sports anchor

Talent wins games, but teamwork and intelligence win championships.

--Michael Jordan, U.S. basketball player

A champion needs a motivation above and beyond winning.

--Pat Riley, U.S. basketball coach

Champions aren't made in gyms. Champions are made from something they have deep inside them-a desire, a dream, a vision. They have to have the skill, and the will. But the will must be stronger than

the skill. --Muhammad Ali, U.S. boxer

Feedback is the breakfast of champions.

--Kenneth Blanchard, U.S. writer, lecturer, success author

Great champions have an enormous sense of pride. The people who excel are those who are driven

to show the world and prove to themselves just how good they are. --Nancy Lopez, U.S. golfer

I hated every minute of training, but I said, "Don't quit. Suffer now and live the rest of your life as a

champion."

--Muhammad Ali, U.S. boxer

I think self-awareness is probably the most important thing towards being a champion. --Billie Jean King, U.S. tennis player, activist

In sports, you simply aren't considered a real champion until you have defended your title

successfully. Winning it once can be a fluke; winning it twice proves you are the best. --Althea Gibson, U.S. tennis player



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Inches make a champion, and the champion makes his own luck. --Red Blaik, U.S. football coach

Great champions have an enormous sense of pride. The people who excel are those who are driven

to show the world and prove to themselves just how good they are.

--Nancy Lopez, U.S. golfer

From nobody to upstart. From upstart to contender. From contender to winner. From winner to champion. From champion to dynasty.

--Pat Riley, U.S. basketball coach

Everyone is necessarily the hero of his own life story.

--John Barth 1930 -

We can’t all be heroes because somebody has to sit on the curb and clap as they go by. --Will Rogers 1879-1935

Nurture your mind with great thoughts; to believe in the heroic makes heroes.

--Benjamin Disraeli, 1804-1881

I think of a hero as someone who understands the degree of responsibility that comes with is

freedom. --Bob Dylan 1941 –

The last three or four reps is what makes the muscle grow. This area of pain divides the champion

from someone else who is not a champion. --Arnold Schwarzenegger, actor, now Governor of California

The mark of a great player is in his ability to come back. The great champions have all come back from defeat.

--Sam Snead, U.S. golfer

There are no office hours for champions. --Paul Dietzel

A champion owes everybody something. He can never pay back for all the help he got, for making

him an idol.

--Jack Dempsey, U.S. boxer

There never was a champion who to himself was a good loser. There's a vast difference between a good sport and a good loser.

--Red Blaik, U.S. football coach

What does it take to be a champion? Desire, dedication, determination, concentration and the will to

win. --Patty Berg, U.S. golfer

SkillsUSA Brand Guidelines for State Associations Section 2: Graphic Standards

Page 1

Graphic Standards: The SkillsUSA Blueprint

Introduction to a unified national image The SkillsUSA brand process focuses on projecting a unified and common image. We have one name, a core to our message and core values, but our identity is just as often — perhaps even more often — expressed through graphic representation. Consistency in delivering that image is essential. Trademarks are powerful tools. Think of brands such as Coca-Cola, for example. Logos, graphics, colors, typefaces and other visual elements all can be associated with a business or association. Brand marks and other visual attributes are extremely valuable because they call up all of the perceptions we as customers have toward that business or association. They’re shorthand communications of the quality and value of a brand to its customers and the public. As a consequence, trademarks have to be protected to preserve the reputation and investment of the association. General comments on SkillsUSA trademarks All of SkillsUSA’s marks, including the logo and slogan brand mark, are trademarked. It is SkillsUSA’s obligation to protect its trademarks from infringement and it is in the association’s best interest. SkillsUSA’s Championships logo is also trademarked. One of the legal rights of state associations, and their chapters, is reproduction of SkillsUSA brand marks, logos and emblem for association identity, communication and promotion. This right does not extend to altering the logo or brand mark nor does it extend to using the logo or other marks for commercial purposes. Following is a graphics checklist for state associations and 10 simple rules for using the SkillsUSA logos and brand marks. The complete Style Guide, logos, brand marks and other items supporting our national identity are available for download on our Web site.


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Graphics Checklist for State Associations

Items bearing the SkillsUSA–VICA logo should be replaced by now. Download the SkillsUSA logo from the Web site:www.skillsusa.org/about/logos.shtml. A graphic standards manual on the site includes examples for the asterisked (*) items listed below. If you would like samples from the national headquarters or need advice, contact Tom Hall in the Office of Publications at 703-737-0626 (e-mail: [email protected]).

General Business Consideration Letterhead* Envelopes*

Business cards*

Mailing labels Invoices, statements, purchase orders, forms

Signage: Exterior

Interior (reception desk, office door) Checks

Conference Items

Recognition items and certificates

Badge stock

Program covers Podium signs

Stage decorations Directional signs

Official ceremonial emblems Contest signs

Publications

Newsletters

Web sites

Directories Manuals and workbooks

Binders Electronic publications

Marketing Materials

Logo wear

Presentations Exhibits

Banners

Brochures Gift items


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State association directors are responsible for reminding their local chapters to update school emblems, banners, signs, etc. Share this checklist with the local chapters in your state to help ensure consistent branding throughout the organization. When visiting a school, check the local materials. Refer to the Web site (www.skillsusa.org) for updates on branding, themes and other information related to the marketing campaign. School items to check:

Banners and flags Bulletin boards

Signs Award cases

Exhibit cases Classroom posters

References made to SkillsUSA in school paper, bulletins, and information to local news media


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Ten Simple Rules for Using SkillsUSA’s Brand Marks

The effectiveness of our branding campaign depends on your consistent use of these graphics: the SkillsUSA logo, the new slogan art (“slogo”) and your individual state association logo.

SkillsUSA logo Slogan art State logo

We encourage you to rely on our national Office of Publications in reviewing your planned use of the

trademarked logo and slogan art. E-mail your designs to Tom Hall ([email protected]) or fax to 703-777-8999. Do you have a question that’s not covered here? Don’t alter the graphic — contact Tom

Hall or download the complete graphics standards manual from the state logo Web page listed below.

In preparing your branded materials, help ensure that SkillsUSA makes a memorable impression by

following our simple guidelines. Please share these with your printers and other vendors; in no case should they ever alter or redraw any part of these graphics.

1. Always use the art as a single unit. Each graphic consists of two parts: the type, and above the type a stylized graphic element referred to as the “stripes.” These two elements are

never to be altered, moved or used individually. (For example, it would be incorrect to use the stripes alone as “bullets” on a Web site; or to use the “Champions at Work” type by

itself without the SkillsUSA logo and red rule; or to move the “Champions at Work” graphic to the side of the type to fit your item.)

2. Don’t add any other type or graphic elements to the art. Use only your official state

association logo. State association logos should not bear any additional symbols representing

the state. Such additions are considered “noise” that weakens the impression we need to make. Along the same line, don’t add your state name to the slogan art. “SkillsUSA: Champions at

Work” is our national, trademarked slogan.

3. Don’t fence it in. The logo has been designed to work best with plenty of empty or “white” space around it. Maintain a “no-fly-zone” around the art, a distance equal to at least the

height of the “k” in “SkillsUSA.” Don’t cramp the art in a box or put it too close to type or another graphic.

4. Keep the width and height of the art proportional. Don’t “stretch” it in one direction to

fit your allotted space. If you’re working in a computer document, resizing the width and


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height separately until the art “looks right” will not keep it in accurate proportion. Refer to

your software instructions on how to resize graphics proportionately.

5. In most cases, the single-color graphic has the greatest impact. All parts of this version must be the same color — one single color. You may use the solid (black) version against

any color background that provides strong contrast. You may convert the entire graphic to

solid white if you are reproducing it on a black background or another dark color. If your item is limited to a particular color ink or thread, such as dark blue, the art may be converted

to that solid color — but again, there should be strong contrast against a light background, and all parts must be the same color.

6. There are specific limitations on using the red-and-blue versions. First, use only the

specified colors (PMS 485 and 541), and only as they appear in the downloads. No other combination of colors within the graphics is allowed. Second, the two-color versions are

only for use against a white background; any other color background will reduce the contrast

and, therefore, visibility.

7. Don’t change the colors of separate parts of the graphic to provide contrast for your particular item. For example, if you have a dark blue shirt and the blue type in the art fades

into the background, don’t change the blue part to white and leave the red as is — the entire graphic should be changed to solid white.

8. Keep it legible. The logo is designed to be reproduced as large as needed. In reducing the

logo for printing, the absolute minimum size is no less than one-half inch (1/2") wide (measured along the baseline of “SkillsUSA”). Reducing the logo further will render it

virtually unreadable and very difficult to reproduce. For use of the logo in a digital format

(Web site, screen saver, etc.), the absolute minimum size is no less than 1 inch wide at a resolution of 72 dpi.

9. Use the right type of downloaded file for the job. The EPS files are for commercial

printing projects. (EPS graphics can be imported or placed in documents, but don’t try to click and open them unless you have illustration software. It won’t work.) The PNG files are

for importing into Microsoft Office documents (they may appear slightly pixilated on screen but print fine). Don’t use any JPEGs from our Web site in commercial printing. The

resolution isn’t high enough, and the image will become pixilated if you resize it.

10. Get rid of all your old art. Don’t use any previous symbols of the organization, such as the striped “VICA: Quality at Work” logo or the “Pride in What We Do” eagle. Also, the

SkillsUSA emblem is reserved for ceremonial purposes and should not be used to represent

the organization on printed documents and materials.

• All art is linked from the state director page at: www.skillsusa.org/directors/index.shtml • SkillsUSA logo and slogan art: www.skillsusa.org/about/logos.shtml

• Individual state association logos: www.skillsusa.org/directors/statelogos.shtml

• Complete SkillsUSA Graphics Standards Manual:

www.skillsusa.org/downloads/PDF/Graphstandrds.pdf


Section 3: Governance

Page 1

Governance: Changing State Association Name

Introduction to a unified name The SkillsUSA brand process is helping us focus the message and the image of the association. Another essential element is the unity of our name. The unified name is important for identity and promotion but it also requires some legal work. Following are steps on changing the name of state associations including a checklist to make sure all the legal points are covered and some tips for making the transition. State designations and event names We are asking all state associations to reflect the name change by Sept. 1, 2005. The official name of the state associations shall be “(state) (division) association of SkillsUSA” – for example, Georgia Postsecondary Association of SkillsUSA. For marketing purposes, state associations may adopt a shortened form: “SkillsUSA (state).” An easy way to remember this approach: it reads just like the state logo. The state SkillsUSA–VICA director will now be called the “State SkillsUSA director,” “state association director” or simply “state director.” The SkillsUSA Style Guide covers appropriate methods for displaying the state association’s name with the new logo and slogan featured in the previous section of this guide. The new name of SkillsUSA or the state association should never be expressed as an acronym. (Viz. The association is never referred to as “SUSA,” “SKUSA” or any other abbreviation, nor should it combine with an abbreviation for a state association such as “MASUSA.”) The name of our competitive events program will remain the same: SkillsUSA Championships. The SkillsUSA Championships name and logo are trademarked. Use the style guidelines as your reference in its use. The name of the national conference continues to be the National Leadership and Skills Conference.



Page 2

Checklist to Legally and Fiscally Change the Name of the State Association

Internal Revenue Service Do not contact the Internal Revenue Service (IRS). The national office in Leesburg, Va., will do this for you, using the information you submit on Form 10. Your federal ID number will not change. Remember, all state associations are under the national group ruling for federal tax purposes as a “subordinate” to our 501(c)(3) status. Also, each state association is required to file Forms 1 and 2 annually with national office of SkillsUSA. If your state has a foundation, please file a separate Form 10 with the national office for the foundation.

State tax forms

SkillsUSA makes no contact with tax offices regarding state taxes. Each state is different. The state association must complete and sign a registration change request form with the state tax agency and any local tax agencies. Simply go to the tax office or call to obtain official forms. Most states have Web sites where forms may be downloaded.

Bank accounts and investments

A board resolution, obtainable from the bank, needs to be completed and signed to show the new name. A new signature card must also be filed with the bank for each account. Bank resolutions need to be formally approved by the state association board of directors and be cited in the board’s official minutes. A letter signed by a state SkillsUSA official on your letterhead (old) stating that your name is changing (but not your federal ID number) must be sent. Also, a copy of the board minutes and/or bylaws showing the new name should be attached. All accounts affected need to be listed in the letter. Don’t forget CDs or other investment accounts that may or may not be through a bank. Also remember safe deposit boxes. Remember to update checks and deposit slips.

Vendors and suppliers

Create a name-change card (sample follows) to send to customers, vendors and any other parties who should be informed. Send a card or letter showing new name to any lenders and attorneys. If more appropriate, send a letter explaining the change, listing the account numbers to be affected, and the effective date needs to be sent to all vendors and suppliers.

Insurance agents

Notify all insurance agents to amend policies to reflect the name change.



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Incorporated State Associations If a state association is incorporated, a statement of change form must be completed, signed and sent to the organization’s registered agent. The letter should be addressed to the agent on the association’s official letterhead.

Check for Name On All Documents

Make a concerted effort to check all communications, documents, programs, templates, etc. for the SkillsUSA–VICA name and update to SkillsUSA.

Missouri Sales/Use Tax Exemption for National Conference Request a name-change form from the Missouri Department of Revenue. The form number is 1746. The telephone number is 573-751-2836 or the form may be downloaded from the Department of Revenue’s Web site at www.dor.mo.gov. Just enter Form 1746 in the form search window. Complete the form and return it by mail. Once approved, a new certificate will be sent to you. The Department of Revenue suggests submitting this form during the mid- to late-summer so there will be no confusion with conference expense transactions in June.



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Steps for Changing the Name of the State Association

The requirements for an association to change its name will vary from state to state. The following is an outline of the general procedure that may be followed in most states: Incorporated state associations 1. For an incorporated association of SkillsUSA–VICA to change its name to SkillsUSA, it

must file Articles of Amendment with the Secretary of State of the state in which it is incorporated. These Articles of Amendment will amend the state association’s name in its Articles of Incorporation. (See the Articles of Amendment on Web site.)

2. The state association should call the Secretary of State of the state in which it is

incorporated and request the appropriate form for Non-Profit Articles of Amendment. If the Secretary of State does not provide forms, the state association should obtain a copy of the state nonprofit statute. This statute will list the requirements for filing Articles of Amendment.

3. Most state associations can change the name with a simple majority vote of the state

board of directors. If the name is not approved, the state association puts itself in jeopardy of losing its state charter. The number of votes required in order to change the name should be indicated on the form received from the Secretary of State or in the statute. The vote may be required of the members, the Board of Directors, or both. Again, look at both your own corporation bylaws and the laws in your state.

4. When the vote for the name change passes, the state association should complete the

Articles of Amendment and submit the Articles to the Secretary of State along with the appropriate filing fee.

5. The chapter should receive a certificate from the Secretary of State indicating that the

name has been changed. 6. Adjust documents (constitution, bylaws, etc.) accordingly. (See samples on Web site.) 7. Once the state association’s name has been officially changed, file Form 10 (enclosed

and/or on Web site) with the national headquarters. Please send to: SkillsUSA, P.O. Box 3000, Leesburg, VA 20177.

8. DO NOT contact the Internal Revenue Service (IRS). SkillsUSA will make all

adjustments for you from the completed Form 10. The state association will keep the same Employer Identification Number (EIN) as before. [This point covered under checklist above.]



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Unincorporated State Associations 1. For an unincorporated state association to change its name, a resolution should be made

at a meeting of the state SkillsUSA–VICA board of directors or governing body to change the name of the state association to SkillsUSA.

2. The members of the state board of directors or governing body should vote on the

resolution, in accordance with the state’s bylaws. 3. If the resolution receives the required number of votes, the state association’s name will

be changed. 4. Adjust documents (constitution, bylaws, etc.) accordingly. (See samples provided on

Web site.) 5. Once the state association’s name has been officially changed, file Form 10 (enclosed

and/or on Web site) with the national headquarters. Please send to: SkillsUSA, P.O. Box 3000, Leesburg, VA 20177.

6. DO NOT contact the Internal Revenue Service (IRS). SkillsUSA will make all

adjustments for you from the completed Form 10. The state association will keep the same Employer Identification Number (EIN) as before.

Other Entities (Alumni, Foundations, etc.) 1. Follow either the incorporated or unincorporated steps above as appropriate. 2. File a separate Form 10 (enclosed and/or on Web site) with the national headquarters.

Please send to: SkillsUSA, P.O. Box 3000, Leesburg, VA 20177. A Note on “Doing Business As” (DBA) Some people have suggested that rather than file an article of amendment, the state association could more simply file a DBA. One of the primary reasons for using the DBA approach is that as a national organization we might find someone else has already used our new name for doing business in a state. (This possibility is extremely remote.) DBAs are often considered a “quick way” to change a name. SkillsUSA does not recommend this approach. Our attorney advises that an article of amendment is the best way to legally tie up the name in each state. In addition, if you intend to file a DBA properly, papers need to be filed. Why not just file articles of amendment? Usually, it is no longer than two pages. If your state association is not incorporated, now is the ideal time to do so. The legal protection incorporation provides is well worth it. Use the articles and bylaws found on our Web site as a guide.



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The Question of Required Votes Questions have been raised about whether or not a membership vote or a house of student delegates vote has to be taken on the name change in each state since the national organization has already officially changed its name. In large measure, it depends on how the governing documents are written for your association and if the documents have any legal standing (only bodies of adults of legal age have any legal standing). Here are some scenarios where full-membership votes may not be required: 1. Where it is clear in the governing documents that a specific body, group or board other

than the membership, has the power to make this change Examples:

The State Association Board is vested with all power (like the national board of SkillsUSA Inc.)

The state agency is in total control of the decisions. Their decisions supersede all other documents

2. An incorporated association has provisions in its bylaws for amending the bylaws and

articles of incorporation, which do not require a general membership vote. In this case, the bylaws and articles provisions for change supersede any other document such as a student constitution (which has no legal standing).

3. Where an association is unincorporated and the state education agency administers the

state association as part of its educational program and where no legal document exists (this includes student constitutions) that clearly assigns the power to make a name change, then through the authority of the national charter that the state agency holds, the agency can make the name change.

On the other hand, if a legal document that governs your state association specifically requires a vote of the general membership or the student house of delegates to make this change, then you are required to take the vote.

Note: This is speaking legally. There is also the political side. Here, the question should be asked as to what procedure will help the teachers and the students to more readily embrace the change. Use a process that keeps members on board, with or without a vote.



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Managing the Change with Local Chapters Local chapters are not typically legal entities. They operate SkillsUSA activities under the authority of the chapter charter, issued by the state association. Therefore, it is up to the state association to issue a new SkillsUSA charter to them. This can be an opportunity to create new enthusiasm for the program.

Hold a special chartering ceremony at the state leadership conference or fall training conference

Conduct a special mailing with the charter to each school administrator explaining the opportunities to capitalize on the new name

Charters are available in printed form. The charters bear the signature of Tim Lawrence and spaces for other officers to sign as well. Charters are available free of charge by contacting the national publications order department at (800) 321-8422. Remember, a charter goes to each SkillsUSA section (occupational program that submits a membership roster). This process is also an opportunity to formalize the relationship between the chapters and the state association. Consider asking the chapters to:

Clean up their constitution and submit a copy to the state Organize themselves into sections

Questions If you have questions on governance issues, contact:

Tim Lawrence Executive Director Gary Diehl Associate Executive Director SkillsUSA Inc. P.O. Box 3000 Leesburg, VA 20177 [email protected] [email protected]



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Legal Documents Available for Download

The following legal documents, forms and manuals can be read and downloaded

at www.skillsusa.org/directors.html

* Articles of Incorporation and the Articles of Amendment to the Articles of

Incorporation for SkillsUSA Inc.

* Bylaws for SkillsUSA Inc.

* Constitution for the high school division (no legal status)

* Constitution for the college/postsecondary division (no legal status)

* Form 10 to be filed with national headquarters

* Chapter Charter order form

* SkillsUSA Style Guide

Sample Documents For Making Name Change Follow

Form 10 for name change

Name change card

Statement of change to registered agent

Letter to bank

Certificate of corporate resolutions (bank notification)

Missouri Department of Revenue form (Note: form number has changed to

1746. Content may have been revised as well.)



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SkillsUSA Form 10 August 2004

SkillsUSA Form for Changing State SkillsUSA–VICA Association’s Name

1. Current name of the state SkillsUSA–VICA association: 2. New SkillsUSA name: 3. State association’s current Employer Identification Number (EIN): (This number wi l l not change .) State SkillsUSA Director (please print) Signature of the State SkillsUSA Director Date Return completed form to: Tim Lawrence Executive Director SkillsUSA, Inc. P.O. Box 3000 Leesburg, VA 20177

Introduction - SkillsUSA...life.” The slogan implies both safety and an interest to keep buying...

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