[NFBO-Springfield] FW: Attention, this is of the importance: National Federation of the Blind Brand Standards

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Subject: Attention, this is of the importance: National Federation of the
Blind Brand Standards

 

Good Morning, Ohio Presidents, Membership and Publicity Committees,

 

This year of 2024, President Payne appointed me as the Chair of the
Publicity Committee. I take this role seriously and will do my best to bring
you up-to-date information. When I hear a matter that is vital to Ohio
productivity, I research a resolution. 

 

So, last night there was a question on the changing of the "One Minute
Message". This is true; along with the brand and important contents of who
we are as an organization and our beliefs.

 

It is now called, "The Belief Message"

 

Therefore, I urge you to become familiar, and go through the information
below with your respective Chapters, Divisions and Committee members. Even
if they are in multiple entities in the Ohio Affiliate, it doesn't hurt to
repeat the info.

 

If you would like to read the info online instead of below, go to

NFB.ORG/Brand

 

Thank you for your commitment to the cause.

 

Suzanne

 

///

 



Brand Standards

nfb.org/brandstandards <https://nfb.org/brandstandards> 
Updated January 2024

Overview

Our Brand Architecture

Our brand is made up of the ideas, values, characteristics, and qualities
for which the National Federation of the Blind wants to be known. The brand
architecture defines our brand. It is a reminder of our organizational
values as we make decisions and take action. The brand architecture guided
the creation of the one-minute model and the tagline, and it should also
guide all of our other messaging. The components of the brand architecture
are not necessarily intended to be used as external messages, but you may
find that some of them can be. Some of our leaders find the brand promise to
be a particularly powerful and resonant statement and use it in speeches,
presentations, and documents. The elements of the brand architecture are as
follows:

Tag Line

Live the life you want

Big Brand Idea

The most authentic voice in blindness

Brand Positioning

The National Federation of the Blind is the only organization directed by
blind people that believes in our full capacity and has the power,
diversity, determination, and love to transform our dreams into reality.

Brand Values

Believe in blind people

We believe in the capabilities of blind people; we take action to advance
the aspirations of the blind; and we create a loving community where we
learn to be our most powerful selves. Our faith in the capacity and dignity
of blind individuals is at the heart of our mission.

Lead courageously

Our members and partners count on our expertise and our resolve. We will
never shy away from the effort to surmount obstacles and raise expectations
in pursuit of richer, fuller lives for all blind people. We have led this
fight and made significant progress on the road to complete freedom and
equality for the blind.

Champion collective action

We know we can't do this work alone. The power of our membership acting
through the democratic process, along with the support of our partners,
enables us to engage in collective action with the expectation of
self-determination and full participation in society by blind people.

Foster inclusion

We recognize the diverse strengths, talents, experiences, and perspectives
of our members, staff, and friends; and we cultivate an environment that is
welcoming and inclusive for all. We provide a loving, supportive, and
encouraging community that shares in the challenges and triumphs of all
blind people.

Dream big

We know that blindness need not hold you back. We want our community to feel
empowered to dream big; and we'll work with determination so those dreams
can be realized. There are no limits to what we can accomplish.

Brand Personality

These are the distinguishing qualities and characteristics of the National
Federation of the Blind. Personality attributes are key to the culture of
the organization, both who you are and who you aspire to be.

Transformative

This personality trait is embodied by the ideas of:

Forward-thinking
Expert
Innovative
Sagacious

Motivating

This personality trait is embodied by the ideas of:

Encouraging
Courageous
Ambitious
Reliable

Powerful

This personality trait is embodied by the ideas of:

Bold
Driven
Leader
Influential

Inviting

This personality trait is embodied by the ideas of:

Warm
Inclusive
Collaborative
Loving

Brand Experience

I feel hopeful and motivated because of the love and encouragement within
the National Federation of the Blind to grow and achieve my dreams while
also contributing to advance our collective aspiration for all blind people
to be valued and respected in society.

The Belief Message

The National Federation of the Blind advances the lives of its members and
all blind people in the United States. We know that blindness is not the
characteristic that defines you or your future. Every day we raise the
expectations of blind people, because low expectations create obstacles
between blind people and our dreams. Our collective power, determination,
and diversity achieve the aspirations of all blind people.

One-Minute Model

Key messages should be a part of a library of talking and writing points you
use in communicating with our target audiences. Think of our messages as the
cornerstone of our written and verbal communications for years to come.
Consistent, repetitive use of our key messages will greatly contribute to
the ability of staff, board members, members, and other supporters to
communicate effectively on behalf of the National Federation of the Blind.

*	Target Audiences
<https://nfb.org/images/nfb/publications/brand-standards/nfbaudiences.htm> 
*	Full Key Messages and Examples
<https://nfb.org/images/nfb/publications/brand-standards/nfbkeymessages.htm>


Visual Identity

Visual identity is an important part of any brand. It can consist of your
logo, your website, your printed materials, your office space, your employee
attire or uniform, and the art on your walls. All these visual elements play
an important role in communicating your brand to insiders and outsiders
alike. Today, visual identity can be even more important due to unlimited
opportunities for visuals on websites, social media, and videos.

If all National Federation of the Blind visuals share a cohesive look, it
emphasizes the message that we are all part of one unified organization
working together.

The logo of the National Federation of the Blind, which was redesigned in
2014, is a strong reflection of our organizational characteristics and
values. The logo consists of three elements: a symbol and two text
elements-our name and tagline.

The symbol features six identical "icons," or stylized people holding canes
in a circle. These icons are updated, contemporary version of our previous
"Whozit" icon. They are displayed united in a circle and convey a feeling of
moving together as one. This represents our key values of collective action,
full participation, love, and democracy.

Each individual icon faces forward conveying action and inviting the viewer
to engage. It commands respect and is more inviting than an icon facing to
the side. By representing action, movement, freedom, and warmth, the icon
represents our brand.

Together, the six icons convey the personality of the NFB-inspirational,
innovative, powerful, and inviting. They demonstrate we are not alone; we
are a group, a team, a family, working together.

The colors (blue, orange, green) represent optimism, love, unity, hope,
confidence, growth, and energy-all of which are important to our brand. The
variation of colors also reminds us that we are a diverse organization and
each of us has something to contribute.

The font of the text is san serif, which is clean and more readable for
those with low vision. The logo places more emphasis on the words "of the
blind" in order to call attention to that important and powerful aspect of
our organization. The tagline font is italic to imply the energy and action
we want people to take in order to "Live the life you want." The text in the
logo represents power and action.

By each affiliate, chapter, and division consistently using the same logo
and design elements across the entire organization, we build a strong,
national brand and minimize confusion about who we are.

Our Logo

Our logo is a critical part of our brand and visual identity. To build a
unified brand, it must be used consistently across our organization. To make
this easier, we have outlined the details of how it should be used here.

    

The National Federation of the Blind logo is made up of a symbol and
logotype that are to always appear together in proportion. If the logo is
enlarged or reduced, it should always be treated as one unit and sized
proportionately.

"National Federation of the Blind" is typeset in Corbel.
"Live the life you want." is typeset in Gabriola.

Logo Variations

There are two approved versions of our logo: rectangle and square. Any other
variations are not to be created or used.

When space is limited is it acceptable to use the logo without the tagline:
Live the life you want.



Logo: Clear Space

In order to make our logo clearly visible in all applications, we have set a
"clear space" area where no text or graphics should appear. This will ensure
our logo is visible and legible in all applications.

The clear space around the logo is equal to the height of the text "OF THE
BLIND".





Logo: Misuses

Do not stretch or distort the logo.



Do not scale the elements separately.



Do not change the position of the elements.



Do not change the colors of the logo.



Logo: Color Format

Logo Colors

Our full color logo contains gradients. This means the main colors, blue,
green, and orange are a blend of different shades of those colors. This
gives us a few shades of each color to use as primary colors.



Color Codes (HEX)

Light blue: #0076BB
Dark blue: #002E6D
Orange: #D2451E
Dark green: #1A5632
Light green: #00953B

Full Color

Below is the approved color logo for use on light-colored or white
backgrounds. The words National Federation should always be in black. The
words "OF THE BLIND" should always be in Pantone 3005.



One Color

When color printing is not an option, the logo should ideally only appear in
100% black in either the rectangle or square format.

     

White Reversed

A white reversed-out version of the logo may be used when the background is
dark and the full color logo does not show up well. This logo will show up
in white and the background color will show up as-is, not black.



Affiliate Logo

The affiliate logo consists of the national logo with the addition of the
state name in all caps, right aligned, between the words "OF THE BLIND" and
our tagline live the life you want. These have been created for all
affiliates. Contact communicationsteam at nfb.org
<mailto:communicationsteam at nfb.org>  if you need the files.

Below are examples for the National Federation of the Blind of Alabama:

     

Chapter Logos

There are two layout options for both configurations (square and rectangle)
of the chapter logo. The rectangle configuration options consist of the
affiliate logo with the addition of the chapter name either in an arc or in
a straight line above the words National Federation. The square
configuration options consist of the affiliate logo with the addition of the
chapter name either in an arc over the symbol or in a straight line below
the words LIve the life you want. These can be created for all chapters.
Contact communicationsteam at nfb.org <mailto:communicationsteam at nfb.org>  if
you need your logo.

Below are examples for the National Federation of the Blind of
Massachusetts, Springfield Chapter and the National Federation of the Blind
of South Carolina, Anderson Chapter:

     

     

Division Logos

The division logos consist of the national logo with the addition of the
division name in all caps, right aligned, between the words OF THE BLIND and
our tagline live the life you want.

Below are examples for the National Federation of the Blind National
Organization of Parents of Blind Children division logos:

     

State Division Logos

The state division logos consist of the national logo with the addition of
the state division name in all caps, right aligned, between the words OF THE
BLIND and our tagline live the life you want.

Below are examples for the National Federation of the Blind Maryland
Association of Blind Merchants division logos:

     

Contact Suzanne Shaffer Schildwachter at sshaffer at nfb.org
<mailto:sshaffer at nfb.org>  or (410) 659-9314, extension 2264 for all logo
files. Different file formats are available including JPG or EPS (vector).
If you are working with a printing company the EPS file is the best file to
share with them as well as a copy of this brand standards guide.

Our Icons

Our symbol is made up of 6 colored icons. We do not recommend using this
symbol without the name of our organization as that is our full logo.
However, you may use one of the icons by themselves.




Icon Variations

Some simple variations can be made or added to our icon. For instance, a
mortar board can be added for use by the students division. These files can
be created by the national office art department when approved. Contact
communicationsteam at nfb.org <mailto:communicationsteam at nfb.org>  if you need
a file or have an idea.



OTHER VARIATIONS

When appropriate, for instance for the parents division, the icons can be
used in simple groupings to simulate a family or parent and child.

     

Websites

All division, affiliate, and chapter websites should follow these branding
guidelines. Please use these logos and colors. If you have an existing
website, we can assist you with prioritizing and executing these updates
when appropriate. Please contact communicationsteam at nfb.org
<mailto:communicationsteam at nfb.org>  with any questions or to discuss
further.

Social Media Imagery

Most social media sites (Facebook, Twitter, etc.) have two main image areas:
A small image and a larger image. The small image should be one of our
icons; any of the three color options is acceptable. For the larger image we
recommend using the full logo on a white or light blue background. If you
want to switch it up once in a while, a great photo of blind people living
the lives they want is also a good option.

These logo files are not high resolution so please do not copy and use them.
If you would like usable logo files, contact communicationsteam at nfb.org
<mailto:communicationsteam at nfb.org> .

SMALL IMAGE



LARGE IMAGE

Facebook



Twitter



Fonts

Primary Font: San Serif

A san serif font such as, Calibri, Arial, Helvetica, etc. should be used for
body copy for letters, brochures, and general correspondence. San serif
fonts are more readable for our low-vision members. If your correspondence
is targeted to blind or low-vision persons, it is recommended that your body
copy be no smaller than 14 point. If you are mailing anything FREE MATTER
FOR THE BLIND, the font MUST be 14 point or larger. Example:

Calibri Regular           ABCDEFG      abcdefg      12345#!?
Calibri Italic                ABCDEFG      abcdefg      12345#!?
Calibri Bold                ABCDEFG      abcdefg      12345#!?
Calibri Bold Italic      ABCDEFG      abcdefg      12345#!?

Email Font

It is recommended that you use a san serif font for the text of your emails
as well, although it does not have to be 14 point since everyone can set
their digital devices to render in a font size that is helpful to them.

Secondary Font: Serif

If you like you may use a serif font such as, Palentino, Times, Adobe
Garamond, etc., can be used for titles and headlines to provide emphasis and
a point of contrast. Example:

Adobe Garamond Regular              ABCDEFG          abcdefg
12345#!?
Adobe Garamond Italic                 ABCDEFG          abcdefg
12345#!?
Adobe Garamond Bold               ABCDEFG          abcdefg          12345#!?
Adobe Garamond Bold Italic        ABCDEFG          abcdefg          12345#!?

Applications: Email Signature

Please use these guidelines when creating your NFB email signature. To keep
a consistent look and feel throughout emails that leave the organization, it
is important to use a consistent email signature.

Affiliate, Chapter, and Division Email Signatures

Please use an email signature that uses your name; NFB title; the NFB
division, affiliate, or chapter you represent; email address; and phone
number. Include a link to nfb.org <https://www.nfb.org/>  and/or your
affiliate or division website, such as blindparents.org
<http://www.blindparents.org/>  or nfbmd.org <http://www.nfbmd.org/> .

Use the NFB tagline "Live the life you want" in your signature. While it has
become common for people to include inspirational or thought-provoking
quotes in their personal email signatures, this is not appropriate for
Federation communications.

If you or your affiliate, chapter, or division is active on social media
with an NFB-related social media account, add that as well, such as "Follow
me on Twitter @riccobono." Please avoid including personal social media
handles in your NFB signature.

Due to the complexities of including graphics in email signatures, we do not
recommend using the NFB logo in your signature at this time.

If you would like to include language about the NFB philosophy, you may
include the statement below crafted from our one-minute message.

Please use a black, sans serif 12 point font.

Examples

If you would like a Word doc that you can use to copy and paste this text
and then replace with your personal details, contact
communicationsteam at nfb.org <mailto:communicationsteam at nfb.org> .

1. Here is an example of a signature with all of these elements:

Jane Smith, President
National Federation of the Blind of Greater Utopia
president at utopia.nfb.org <mailto:president at utopia.nfb.org> 
(888) 867-5309
www.nfb.org <https://www.nfb.org/> 
www.utopia.nfb.org <http://www.utopia.nfb.org> 
Follow us @NFButopia
Live the life you want.

The National Federation of the Blind is a community of members and friends
who believe in the hopes and dreams of the nation's blind. Every day we work
together to help blind people live the lives they want.

2. Here is an example of a simplified signature:

Jane Smith, President
National Federation of the Blind of Greater Utopia
president.nfb.utopia at gmail.com <mailto:president.nfb.utopia at gmail.com> 
(888) 867-5309
www.nfb.org <http://www.nfb.org> 
Live the life you want.

Applications: Stationery

When to use: Letterhead is to be used in formal correspondence, letters,
etc., to external audiences.

A letterhead template Word file has been created for all state affiliates.
Please contact Suzanne Shaffer Schildwachter at sshaffer at nfb.org
<mailto:sshaffer at nfb.org>  or (410) 659-9314, extension 2264, if you require
the template. Templates can be created for divisions and chapters as well;
please contact Suzanne to request.

A 10-up business card template has also been created in Word for all state
affiliates. The information on the card can be personalized for you, or if
you are comfortable editing text boxes in Word you may. Any office supply
store should have 10-up sheets that are perforated for printing business
cards from your own printer. If you would like to have your cards printed
with a local printing company, contact Suzanne for a 1-up card.

Letterhead



Business Cards 10-up



Applications: Marketing Materials

We want to present a unified brand when attending events such as Meet the
Blind Month activities. To that end we have (in the past) printed table
banners, podium stickers, and small NFB flags for all affiliates. Other
options might be table-cloths or T-shirts with the national, state, or
chapter logo on them (examples below). If you require logo files or help
setting up files for your printer, please contact communicationsteam at nfb.org
<mailto:communicationsteam at nfb.org> .

In order to ensure a unified brand, please also send any artwork you plan to
have printed to communicationsteam at nfb.org
<mailto:communicationsteam at nfb.org>  for approval.





Photography

Photos are an important part of our branding because they help tell our
story. We want to show the general public that blind people can do all the
things they can do and that we are active, interesting, and productive
members of society.

When taking photos be sure that your camera is set to take the largest file
size photo. This ensures the photo will be usable for both print and web.
Low resolution files can only be used on the web or for social media. When
taking photos of anyone (especially children) it is important to get a
signed media release to avoid problems. Below is a sample media release.

If you do not have an aspiring photographer but find that you have a need
for photos, we do have a library at the national center. Please contact the
library at jtblibrary at nfb.org <mailto:JtBLibrary at nfb.org>  or call (410)
659-9314, extension 2310 with specific requests.

Media Release

National Federation of the Blind Media Release and Permission

The NATIONAL FEDERATION OF THE BLIND often takes photographs and video of
children and adults for educational and promotional purposes. These images
may be used in printed materials, on our website, and in training and
promotional videos. We may also send them to the news media.

I give permission to the NATIONAL FEDERATION OF THE BLIND and other NATIONAL
FEDERATION OF THE BLIND event program partners to use my image or likeness,
or the image or likeness of my participating minor child, in materials
produced by the NATIONAL FEDERATION OF THE BLIND for promotional and
educational purposes, or for any other purpose, and in any manner and
medium.
__________________________________
__________________
SIGNATURE
DATE

 

Suzanne ,,

 

Suzanne M. Hartfield Turner

National Federation of the Blind of Ohio

Executive Board of Director

Ohio Legislative Director

Cleveland Chapter, President

(216P: ) 990-6199

W: NFBOhio.ORG

Facebook:  <https://www.facebook.com/ohiosblind/photos/>
https://www.facebook.com/ohiosblind/photos/

 

Together, with love, hope, and determination, the members of the National
Federation of the Blind transform dreams into reality. You can live the life
you want, blindness does not hold you back.

 

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