SKILCRAFT Brand Guidelines · Grounded in behavioral psychology, archetypes are a system of 12...

Brand Guidelines

October 2019

© 2019 NIB / All Rights Reserved

Introduction

As the SKILCRAFT brand evolves to meet the needs of its customers, so too must the assets to keep the brand meaningful and relevant for everyone who comes into contact with it.

With this in mind, the SKILCRAFT brand guidelines have been created to share the refreshed brandmark and assets, and provide guidance on how best to use these assets to ensure consistency across the brand and all its touchpoints.

Consistency is critically important — it will ensure that NIB and its associated nonprofit agencies present a unified SKILCRAFT brand to its customers and other stakeholders, building long-term recognition and loyalty.

1


Table of Contents

Brand Equities 3

Brand Core 4

Brand Purpose, Points of Difference, Points of Parity 7

Archetype, Character, Functional Benefits, Emotional Benefits 8

Brand Architecture 9

Master Brand Assets 11

Brandmark 12Color 13Size and Quiet Spaces 15Usage with Other Brandmarks 16Brandmarks Don’ts 18

Brand Assets 20Primary Colors 20Secondary Colors 21Typography 22Architecture 23Pattern 24Photography 25

Touchpoints 26

Examples & General Layout Guidance 27Packaging 27Sell Sheets 30Additional Touchpoints 31Tags and Copy Tips 32Putting People First 33

Contacts 34

2

SKILCRAFT Brand Guidelines

Brand Equities

3


SKILCRAFT Brand EquitiesBrand Core

Behind every SKILCRAFT offering is a story. And that story isn’t about what a service might entail, or how a product is made. It’s about

THE WHOBEHIND IT.

4

Because for decades, SKILCRAFT products and services have been made possible by Americans who are blind.



Americans who are sometimes underestimated. Americans who come to work every day and shatter expectations about what they’re capable of achieving. With a nationwide network of associated nonprofit agencies and a wide portfolio of offerings, the purpose behind SKILCRAFT is one for which we’re proud to advocate. And we hope you’ll join us.

Because whether you’re a federal employee, member of the U.S. military, or just someone looking to make a difference,

YOU TOO ARE AN ADVOCATE.

5



You work to improve your communities, enhance the lives of others, and serve the greater good.

Partnering with SKILCRAFT is one more way to do exactly that. No matter the product or service, our promise is always the same:

EXCEPTIONAL QUALITY. EXTRAORDINARY IMPACT.

6


SKILCRAFT Brand EquitiesBrand Purpose, Points of Difference, Points of Parity

Purpose

SKILCRAFT exists to create and sustain rewarding careers for Americans who are blind through the provision of quality, reliable, and purpose-driven products and services.Points of Difference

Job Creation and Career Development for Americans Who Are Blind

U.S. based Manufacturing

Reliable Customer Service

Points of Parity

Competitive Quality and Value

Wide Range of Products and Services

7


SKILCRAFT Brand EquitiesArchetype, Character, Functional Benefits, Emotional Benefits

Archetype

Grounded in behavioral psychology, archetypes are a system of 12 universal human constructs that transcend gender, culture, language, and time. As a strategic branding and communications tool, archetypes help us understand the purpose of the SKILCRAFT brand, define it’s personality, and create meaningful connections with our intended audiences.

Archetype: The Advocate

The Advocate archetype supports and promotes social change, with a sense of purpose that is tied to championing the rights of others and improving humanity and our institutions.

Advocates are dedicated to what is often called “compassion in action.” Advocates activate empowerment and change by bringing people to their side, inspiring them to a greater calling.

Character

Empowering

Compassionate

Practical

Tone of Voice

Uplifting

Inclusive

Solution-Focused

Functional Benefits

Reliability

Strength

Advocacy

Emotional Benefits

Confidence

Courage

Connection

8


SKILCRAFT Brand EquitiesBrand Architecture: Products

The SKILCRAFT brand architecture organizes and communicates the brand’s portfolio of products and services to aid in navigation. Note: The brand architecture is not meant to be all encompassing and does not mean that new products or services can’t be introduced.

ProductsPillar Promise To connect federal employees, military personnel, and American consumers with a wide variety of dependable, quality products.

Category Office Home Industrial Military Custom

Offerings Office Supplies Computer Media & AccessoriesOffice Equipment & FurnitureMailing & Shipping Supplies

Commissary and Exchange Products (Military Resale)General Household CleaningHousehold Supplies Personal Care Products

Cleaning & Janitorial SuppliesSafety SuppliesFood Service SuppliesHardware Paints & Painting SuppliesTools

Military-Specific Tactical GearTextilesUniformsBedding & Mattresses

Customer-SpecificMandatory Items Personal SafetyCustom KittingCustom Stamps

Product Types

Office Supplies: Writing Instruments, Binders, Tape, Paper, Calendars, File Storage, Paper Fasteners, Printer Cartridges, Badges & Lanyards, Copy PaperComputer Media & Accessories: Portable Hard Drives, Laptop, Locks, Privacy Filters, Wireless Mouse, Flash Drives, CDs, DVDs, DiscsOffice Equipment: Shredders & Bags, Label Makers & Labels, Wallboards & Easels, Office FurnitureMailing & Shipping Supplies

General Household Cleaning: All-purpose Cleaners, Sponges, Paper Towels, Toilet Paper, Trash BagsHousehold Supplies: Mops & Broom, Kitchen Gadgets, Kitchen Organization, Textiles, Paper Products Personal Care Products: Soaps & Dispensers, Dental, Toiletries

Cleaning & Janitorial Supplies: Mops & Brooms, Brushes, Chemicals, Industrial Wipes, Heavy-Duty Trash Bags, DegreasersSafety Supplies: Apparel, Equipment, Tapes & Treads, First Aid Kits, Lockout Tagout, AbsorbentsHardware: Hand Trucks, Utility Knives, Key Cabinets, Padlocks & Door Devices, Location Markers, Lighting, Batteries Paints & Painting Supplies: Aerosol Paints, Brushes & Rollers, TarpsTools: Hand, Digging & Striking Tools, Lawn & GardenFood Service Supplies: Cups, Dining Packs, Utensils, Mess Trays

Military Specific: Belts, Holsters, Barrack Bags, Litter Covers, Helmet Bands & Covers, Maintenance Cases, Laundry Bags, Hydration Systems, Mattresses

Customer-Specific: Gloves, Fire-line Products, Frames, Clocks, Business Cards Portfolios, Custom LanyardsMandatory Items: FBI, VA, Navy, TSA, Forest Service

9


SKILCRAFT Brand EquitiesBrand Architecture: Services

The SKILCRAFT brand architecture organizes and communicates the brand’s portfolio of products and services to aid in navigation. Note: The brand architecture is not meant to be all encompassing and does not mean that products or services can’t be introduced.

ServicesPillar Promise To help federal agencies and private businesses fulfill their missions with maximum efficiency and provide the highest level of service to their customers.

Category Operational Technology Manufacturing

Offerings Contact CentersAdministrative SupportContract ManagementSupply Chain Management

Information AssuranceSection 508 ComplianceTranscriptionData EntryDocument Imaging

Kitting/packagingAssemblySewing/designMachiningPlastics/injection moldingChemical blending/fillingWarehousing

Examples Admin Support: Mailroom OperationsSwitchboard OperationsPrint FulfillmentDocument Destruction

Transcription:MedicalCourtInterviews (e.g., FBI)

10


Brand Assets

11


Brandmark

The SKILCRAFT brandmark conveys a sense of strength with forward moving angles and bold letters. American pride is captured through the use of a red and blue triangular flag representation that anchors the wordmark.

12


Brandmark ElementsColor

The color options for the SKILCRAFT brandmark have been chosen purposefully to fit the Brand Core.

Preferred: Full Color

The full color brandmark should be used unless severely restricted due to printing constraints. The full color brandmark is PMS 2194, PMS 485, 100% K. CMYK values may be substituted, but are not preferred.

PMS 2194 C95C 26M 0Y 0KR:0 G:143 B:214

0086D6

PMS 485 C0C 95M 100Y 0KR:218 G:41 B:28

DA291C

Black0C 0M 0Y 100K

R:0 G:0 B:0000000

13


Brandmark ElementsColor

Secondary: One color version

When the full color brandmark cannot be printed, a solid black brandmark may be used.

Tertiary: Reversed or grayscale

If the background does not allow strong visibility of the full color or one color brandmark, a reversed (white) brandmark with either the red and blue flag, or a white flag, may be used. When use of color is limited, the grayscale version may be used.

14


Brandmark ElementsSizes and Quiet Spaces

Adhere to minimum sizes and quiet spaces in all instances to maintain integrity.

The master brandmark should appear no smaller than 1.25″ wide in color and 1″ wide in black only. Note that the extra small black brandmark has wider spaces between the stripes to enable better printing or engraving at that size.

Quiet Space:

To give the brandmark prominence and strong presence, leave clear space equal to the height of the blue triangular element.

1-color only

1.25”

1”

1.25”

1”.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

15


Brandmark ElementsUsage with Other Brandmarks

Use with NIB and/or AbilityOne:

– On SKILCRAFT branded materials, the SKILCRAFT brandmark should always be primary.

– On NIB-branded materials, the NIB brandmark should be primary, with the SKILCRAFT brandmark after NIB and before AbilityOne (if applicable).

– For SKILCRAFT-branded in-store BSC materials, the SKILCRAFT brandmark should be primary and the BSC brandmark secondary. Where possible, use the SKILCRAFT brandmark in the upper left hand corner as shown in the examples on the following pages.

– On some BSC-branded materials (catalog covers, outdoor signage), the BSC brandmark may be primary and the SKILCRAFT brandmark secondary.

Use with NPA brandmarks:

On materials specifically promoting a SKILCRAFT product, the SKILCRAFT brandmark should be primary and first in visual hierarchy (e.g. upper left corner of touchpoints). The NPA brandmark should be secondary, followed by any other applicable brandmarks (e.g. AbilityOne).

.25”.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

.25”.25” .25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25” .25”.25”

.25”

.25”

.25”.25”.25”

.25”

.25”

16


Brandmark ElementsAlternate Versions

Use of Wordmark only

The flag may only be removed where space is extremely restricted. For example, when printed or engraved on a pen or pen clip.

If it appears the wordmark is not feasible for engraving, please contact Catherine Schultz, Branding and Packaging Manager, at [email protected]. for alternative treatment and approval.

Use of Flag only

The flag may only be used without the wordmark in instances where an icon is needed. For example, on social media.

Contact Jermaine Eubanks, Communications Design Specialist, at [email protected] for questions about using the flag.

Empowering Americans Who Are Blind


17

mailto:[email protected]



Brandmark ElementsDon’ts

To maintain the strength of the brand, and build continued equity, DO NOT alter the brandmark in any way, including the following:

Changing scale of flag to letterforms Angling the brandmark Changing colors

FILAMENTS3DAdding outlines to letterforms

and/or flagUsing fonts similar to the wordmark for product

descriptors or other supporting copy Stretching the brandmark vertically or horizontally

SKILCRAFTUsing plain text for SKILCRAFT Adding any embellishments such as shadows, behind

the brandmark Adjusting transparency of brandmark

18


Brandmark ElementsDon’ts

Do not use any prior versions of the SKILCRAFT brandmark.

19


Brand AssetsPrimary Colors

The brand’s primary red, white, and blue color palette reflects its strength and heritage, while vibrant accent colors drive category differentiation and convey liveliness and approachability. Colors have also been chosen to meet or exceed the WCAG 2.1 contrast ratio for both text (4.5:1 regular text/3.1 large text) and graphic elements (3:1 against adjacent color).

Use of PMS colors is preferable, CMYK values may be substituted only when necessary.

Master brand colors:

PMS 2194

PMS 485

White

Black

PMS 2194 C95C 26M 0Y 0KR:0 G:134 B:214

0086D6

PMS 485 C0C 95M 100Y 0KR:218 G:41 B:28

DA291C

White0C 0M 0Y 0K

R:255 G:255 B:255FFFFFF

Black0C 0M 0Y 100K

R:0 G:0 B:0000000

20


Brand AssetsSecondary Colors

Category colors:

Office: PMS 7717 C

Home: PMS 7662 C

Industrial: PMS 151 C

Military: PMS 2272 C

Custom: PMS 7406 C

Services: PMS 2194 CNote: While products differentiate in color for each segment to provide additional customer/consumers navigation at shelf or online, Services are intentionally held together under the blue color for unity.

Complementary colors:

In addition to the primary colors for the brand and secondary colors for the categories, complimentary colors such as gray or dark blue may be used on brand-focused consumer touchpoints. Complimentary colors should be used sparingly, if at all, on touchpoints that are product- or service- focused.

PMS 7662 C60C 87M 5Y 0K

R:122 G:65 B:1317A4183

Home

Contrast Ratio: 7:7:1 (AAA)

PMS 7717 C96C 0M 47Y 19KR:0 G:133 B:125

00857D

Office

Contrast Ratio: 4:7:1 (AA)

PMS 151 C0C 60M 100Y 0KR:255 G:130 B:0

FF8200

Industrial

Contrast Ratio: 7:5:1 (AAA)

PMS 2194 C95C 26M 0Y 0KR:0 G:134 B:214

0086D6

Services


PMS 2272 C87C 0M 100Y 2KR:0 G:154 B:23

009A17

Military


PMS 7406 C0C 20M 100Y 2KR:241 G:196 B:0

F1C400

Custom

Contrast Ratio: 12:1 (AAA)

21


BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,?!@#$%^&*()

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,?!@#$%^&*()

RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,?!@#$%^&*()

Brand Assets

BLOCK OF TEXT WITHOUT MANUALLY ADJUSTED KERNING

BLOCK OF TEXT WITH MANUALLY ADJUSTED KERNING

Typography

The typography for the brand, Roboto, is clear and highly legible at small sizes with a very high x-height.

Please note that when left aligning large text, some manual kerning may be necessary to achieve true alignment with some individual letterforms.

Main headlines: Black

Captions: Bold

All other copy: Regular

22


Brand AssetsArchitecture

Strong diagonals reinforce the strength and forward movement established in the brandmark, while notched corners mimic the flag icon.

NIB offers comprehensive, multi-channel call center capabilities and customized solutions leveraging its nation-wide infrastructure, state-of-the-art facilities, and highly skilled workforce. NIB is an industry leader that helps organizations fulfill their missions while creating U.S.-based jobs for people who are blind.

Call Center Operations

Capabilities NAICS Codes

• 24/7 Support• Inbound/Outbound Support• Multi-Channel Centers• Back Office Handling

and Fulfilment• Standardized Training

Curriculum• Bilingual and Multi-

Language Support• Cloud or On-Premises

Differentiators

• 75+ years of experience• Nationwide footprint• Highly skilled, low turnover• ISO 9001/2008 certified• Meets HIPPA standards• Custom solutions• Competitive pricing

• 561421• 561422• 541612• 524114

National Industries for the Blind | Business Development Team | [email protected] | 1-877-438-5963

PastPerformance

U.S. Air Force Mobility Command Switchboard Handle Inbound Calls From Military Personnel

• Combined 17 switchboards to one centralized call center for AMC/ACC• Reduced call volume from 4 million to 2.4 million annually• 80% of calls answered in 30 seconds or less; 99% answered within 2 minutes• Consolidation resulted in $5 million in savings for the Air Force• Performed work since 2002 with 24/7 operation

U.S. Department of Transportation, Federal Motor Carrier Safety Administration Handle Inbound And Outbound Calls From New Entrant Drivers Registering With DOT

• Bilingual call center support• 80,000+ inbound calls handled annually & 30,000+ outbound calls placed • Exceed customer quality goal of 90% with 98% every year• Performed work since 2011

U.S. Environmental Protection Agency National Lead Information CenterInformation Center For Questions About Lead-based Paint And Lead Poisoning

• Multi-channel call center – inbound calls, letters, fax, and email requests• Multi-lingual support• 100,000+ contacts handled annually• 1.2 million documents fulfilled annually by back office

XXXXX-XXXX

Ser-Products Resourc- Associated Agencies Careers & Training

About Us Media Contact Us AbilityOne Program

Let us Help you SucceedCheck out the favorite and most desired SKILCRAFT® offerings

PRODUCTS

Home Supplies

Ordering through SKILCRAFT® makes a difference to Americans who are blind.

MANUFACTURING

Military Fabrication

Serving our U.S. Military with the most duralble textiles and fabrics from SKILCTAFT®

THE STORYCrafted with pride & precision

in the United State by Americans who are blind.

LUXURIOUS COMFORTErgonomic design for writing comfort and a soft rubber grip for reduced fatigue

PAVING THE WAYThis pen changed the way people thought about People who are blind, and now more than 5,000 quality products are available to government customers

FEATS THAT AMAZEThis pen is capable of writing

continuously for one mile

It can perform in temperatures ranging from 40 degrees below zero to 160 degrees Fahrenheit

ALPHAGRIP PEN

An All-American Pen

Become part of an a Winning Team

Contact Us

Explore all Offerings

SUPPLY CHAIN SERVICESFulfill your missions while creating jobs for Americans who are blind


NIB. All rights reserved. Site best accessed with JAWS 10 or above, NVDA 2010, Window-Eyes 7 or above and ZoomText 9.1. Read NIB's accessibility statement.

ProductsOffice

Home

Custom

Industrial

Military

ServicesPurchase Services

Section 508 Assurance

Contact Management

Contact Center

Supply Chain

ResourcesAmerican Association for People with Disabilities

American Foundation for the Blind

Association of University Centers on Disability

Associated AgenciesFind An Agency

National Network of Agencies

Support Our Mission: Partner with an NIB Associated Agency

Careers & TrainingCareers at NIB

NIB's Wellness Program

NIB’s Code of Business Ethics and Conduct

SERVICES

CyberSecurity

Safeguard information, data, and networks with the SKILCRAFT® security experts.

23


Brand AssetsPattern

Stripes reflect elements of the brandmark and speak to the dynamic and flexible nature of the new brand identity.




PRODUCTS

Home Supplies


MANUFACTURING








ALPHAGRIP PEN

An All-American Pen


Contact Us





ProductsOffice

Home

Custom

Industrial

Military



Contact Management

Contact Center

Supply Chain










SERVICES

CyberSecurity





PRODUCTS

Home Supplies


MANUFACTURING








ALPHAGRIP PEN

An All-American Pen


Contact Us





ProductsOffice

Home

Custom

Industrial

Military



Contact Management

Contact Center

Supply Chain










SERVICES

CyberSecurity


24


Brand AssetsPhotography

Photography should be simple and straightforward, never overdone. Products are shot straight on with no environment and are never shown in use. People are shot in an environment with a slight depth of field.

25


Example Touchpoints

26


Packaging

– Brandmark anchored near upper left hand corner on any panel where it appears.

– Angled stripes anchored to the right hand corner reinforce the brand and pillar colors:

• Blue always in the corner, followed by red. These are brand colors that do not change.

• A third stripe in the pillar color, which changes based on the category (see page 21 for pillar colors).

– Photography follows the brand principles on page 25 and may overlap the stripes.

– No other graphics/information should interact with the photography on packaging.

– Pillar color accents: The line under the product name and the triangles that act as bullets for product features and romance copy should color code to the pillar.

– Support information, such as count, color, etc. should be contained in a black box.

• The box can be sized as needed to hold information.

Key Components of Packaging

Ergonomic design for writing comfort

Soft rubber grip for reduced fatigue

Barrel indicates ink color for easy identification

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32

SKILCRAFT® is a registered tradem

ark owned and licensed by N

ational Industries for the Blind.

AlphaGripBall Point Pens

Alp

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AlphaG

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Ergonomic design for w

riting comfort

Soft rubber grip for reduced fatigueBarrel indicates ink color for easy identification

Com

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NSN

: 752

0-01

-424

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07150370157

2

Medium

12 PKBlack

Medium

12 PKBlack

Medium

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12 P

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FILE NAME- NIB 82033 FullPenPack R6aJB I.ai

CLIENT- National Industries for the Blind

DATE- 08.09.2019

CMYK

© 2019 Kaleidoscope | All rights reserved.

700 N. Sacramento Blvd. Chicago, IL 60612+1 (773) 722-9300

OPERATOR- MB /jb DESIGNER- ND

AM- SA PROOFREADER-

FINAL APPROVAL- 00.00.2019

While this artwork has been thoroughly checked by Kaleidoscope, the ultimate responsibility for accuracy rests with the supplier. Any further artwork changes to this file may be subject to extra charges.

KALEIDOSCOPE MAKES NO REPRESENTATIONS OR WARRANTIES

AS TO THE ACCURACY OR APPLICABILITY OF ANY MARK PLACED

ON ANY PRODUCT PACKAGING.

3.125" 1.1875"

5.81

25"

Template C7/04

27


PackagingKey Components of Packaging

FontsUse the brand fonts described on page 22.

UPC Use InformationUPC codes used on a package, will normally be accompanied by the NPA information and the SKILCRAFT trademark identifier. Positioning should be similar to that shown, however, positioning is flexible based on space allowance.

Country Of Origin PlacementCountry of Origin information should be placed under the UPC code as shown in 7pt. Roboto Regular.

Agency InformationNPA logos may not be used.

AbilityOne LogoThe AbilityOne packaging logo is designated exclusively for items on the Procurement List. The variation shown features the AbilityOne wordmark and symbol in a horizontal lockup.

• This variation is intended exclusively for packaging applications and should never be used in place of the primary signature in any other brand communications.

• Use only approved digital art files.

• For complete AbilityOne packaging logo guidelines, contact Catherine Schultz, Branding and Packaging Manager, at [email protected].

Ergonomic design for writing comfort

Soft rubber grip for reduced fatigue

Barrel indicates ink color for easy identification

Ergo

nom

ic d

esig

n fo

r writ

ing

com

fort

Soft

rubb

er g

rip fo

r re

duce

d fa

tigue

Barr

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32

SKILCRAFT® is a registered tradem

ark owned and licensed by N

ational Industries for the Blind.


Alp

haG

ripBa

ll Po

int P

ens

AlphaG

ripBall Point Pens



Ergonomic design for w

riting comfort

Soft rubber grip for reduced fatigueBarrel indicates ink color for easy identification

Com

pone

nts

Mad

e in

Chi

na

NSN

: 752

0-01

-424

-487

5

07150370157

2

Medium

12 PKBlack

Medium

12 PKBlack

Medium

12 PKBlack

Med

ium

12 P

KBl

ack

FILE NAME- NIB 82033 FullPenPack R6aJB I.ai

CLIENT- National Industries for the Blind

DATE- 08.09.2019

CMYK

© 2019 Kaleidoscope | All rights reserved.

700 N. Sacramento Blvd. Chicago, IL 60612+1 (773) 722-9300

OPERATOR- MB /jb DESIGNER- ND

AM- SA PROOFREADER-

FINAL APPROVAL- 00.00.2019

While this artwork has been thoroughly checked by Kaleidoscope, the ultimate responsibility for accuracy rests with the supplier. Any further artwork changes to this file may be subject to extra charges.

KALEIDOSCOPE MAKES NO REPRESENTATIONS OR WARRANTIES

AS TO THE ACCURACY OR APPLICABILITY OF ANY MARK PLACED

ON ANY PRODUCT PACKAGING.

3.125" 1.1875"

5.81

25"

Template C7/04

28



Packaging

When packaging requires co-branding, both the partner brand and SKILCRAFT should be of equal importance in location and prominence.

SKILCRAFT should lead with the partner brand immediately to the right, respecting all brandmark clear space requirements.

In a vertical setting, SKILCRAFT should be immediately above the partner brand.

Adhere to all SKILCRAFT brandmark colors, clear spaces, etc.

For questions about packaging or complete packaging guidelines contact Catherine Schultz, Branding and Packaging Manager, at [email protected].

Co-branding Packaging

29


Sell Sheets

Key components of product and services sell sheets:

– Brandmark anchored near upper left hand corner.

– Copy left aligned to brand mark.

– Pillar color accents:

• On product sell sheets, the line under the product and the triangles that act as bullets for product features should match the pillar color.

• On services sell sheets, the triangles remain blue whenever used as anchors for information boxes and/or photos.

– Photography should follow the brand principles on page 25.

– No graphics or information should interact with photos of the product or employee.

Description NSN U/IDesktop Label Maker KitSilver

7490-01-657-6124 EA

Produced by [associated agency name].Fulfills the required source provision of the Javits-Wagner-O’Day Act and FAR 8.7.SKILCRAFT® is a registered trademark owned and licensed by National Industries for the Blind, an AbilityOneTM Authorized Enterprise.For more information, call 1-877-438-5963.

XXXXX-XXXX

Desktop Label Maker KitDymo®/SKILCRAFT®

View font effects on screen before printing with graphical display

Computer-style keyboard for easy navigation

Long-lasting, rechargeable lithium-ion battery

Quick access function keys

NIB offers comprehensive, multi-channel call center capabilities and customized solutions leveraging its nation-wide infrastructure, state-of-the-art facilities, and highly skilled workforce. NIB is an industry leader that helps organizations fulfill their missions while creating U.S.-based jobs for people who are blind.

Call Center Operations

Capabilities NAICS Codes

• 24/7 Support• Inbound/Outbound Support• Multi-Channel Centers• Back Office Handling

and Fulfilment• Standardized Training

Curriculum• Bilingual and Multi-

Language Support• Cloud or On-Premises

Differentiators

• 75+ years of experience• Nationwide footprint• Highly skilled, low turnover• ISO 9001/2008 certified• Meets HIPPA standards• Custom solutions• Competitive pricing

• 561421• 561422• 541612• 524114

National Industries for the Blind | Business Development Team | [email protected] | 1-877-438-5963

PastPerformance

U.S. Air Force Mobility Command Switchboard Handle Inbound Calls From Military Personnel

• Combined 17 switchboards to one centralized call center for AMC/ACC• Reduced call volume from 4 million to 2.4 million annually• 80% of calls answered in 30 seconds or less; 99% answered within 2 minutes• Consolidation resulted in $5 million in savings for the Air Force• Performed work since 2002 with 24/7 operation

U.S. Department of Transportation, Federal Motor Carrier Safety Administration Handle Inbound And Outbound Calls From New Entrant Drivers Registering With DOT

• Bilingual call center support• 80,000+ inbound calls handled annually & 30,000+ outbound calls placed • Exceed customer quality goal of 90% with 98% every year• Performed work since 2011

U.S. Environmental Protection Agency National Lead Information CenterInformation Center For Questions About Lead-based Paint And Lead Poisoning

• Multi-channel call center – inbound calls, letters, fax, and email requests• Multi-lingual support• 100,000+ contacts handled annually• 1.2 million documents fulfilled annually by back office

XXXXX-XXXX

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Additional Touchpoints

The example to the right demonstrates how the primary and secondary colors of the brand can work with additional complementary colors such as gray or dark blue, as noted on page 21.

Services


PRODUCTS

Home Supplies


MANUFACTURING





LUXURIOUS COMFORTErgonomic design for writing comfort and a soft rubber grip for reduced fatigue

PAVING THE WAYThis pen changed the way people thought about People who are blind, and now more than 5,000 quality products are available to government customers




ALPHAGRIP PEN

An All-American Pen





ProductsOffice

Home

Custom

Industrial

Military



Contact Management

Contact Center

Supply Chain










SERVICES

CyberSecurity


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Tags and Copy Tips

Follow these guidelines when using the word SKILCRAFT® in headlines and body copy.

1. When SKILCRAFT® is used as a title, headline, or body copy, the name must appear in capital letters.

2. Do not use the registration mark with the word SKILCRAFT in headlines or sub-headings, except as part of an official product name. For example:

CORRECT headline or sub-heading text: INCORRECT headline or sub-heading text:New SKILCRAFT Products Now Available New SKILCRAFT® Products Now Available

SKILCRAFT®/Zebra Retractable Pen SKILCRAFT/Zebra Retractable Pen

3. In body copy, use the registration mark the first time the word SKILCRAFT is used on a page, or in a chapter or document section. Do not use the registered symbol when the word SKILCRAFT is proceeded by its use in the headline, or used again on the same, or subsequent pages within the same chapter or document section.

4. Always use the registration mark with SKILCRAFT when writing official product names, either in body copy or headlines and subheads.

SKILCRAFT Description

Established in 1952, SKILCRAFT® is the brand name for quality products and services provided by people who are blind. SKILCRAFT is a registered trademark owned and licensed by National Industries for the Blind.

Trademark Notification

SKILCRAFT® is a registered trademark owned and licensed by National Industries for the Blind.

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Putting People First

Too often we are not aware of how our communications reinforce stereotypes and misconceptions about people who are blind or have significant disabilities. Remembering to always refer to the person first, before the disability, helps to avoid negative connotations and patronizing language.

The following tips will help your communications be more accurate.By adopting this language, you will further empower the SKILCRAFT® brand and its products.

More important, you will help eliminate misconceptions and negative attitudes about the skilled, hardworking people who create them.

Preferred language: – Products are created with pride

by Americans who are blind

– People with disabilities, the disability community

– People who are blind, the blindness community

– Has (specify disability)

– Born with (specify disability)

– Uses a wheelchair

– Hearing and speech impaired

– Persons/individual with a disability

– Employees

– Workplace, work environment

Outdated language: – Quality blind-made products

– The disabled

– Blind people

– Afflicted with (specify disability), suffers from (specify disability)

– Has a birth defect

– Confined to a wheelchair

– Deaf and dumb

– Handicapped

– Workers

– Workshop

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Contacts

For questions regarding these guidelines, please contact:

Jermaine EubanksCommunications Design Specialist National Industries for the Blind [email protected]

Catherine Schultz Branding and Packaging Manager National Industries for the Blind [email protected]

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SKILCRAFT Brand Guidelines · Grounded in behavioral psychology, archetypes are a system of 12...

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