[Ohio-talk] I thought you should have the Final NFB Brand Standards 12.17.pdf

[Richard Payne]

	Final NFB Brand Standards 12.17.pdf
National Federation of the Blind logo and tagline live the life you want.
Brand Standards
Created November 2017
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 architec
ture guided the creation of the one-minute message 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:
BRAND VALUES
Our brand values are the essence of our brand, the code by which the brand
lives-the principles 
upon which we make our decisions. They are the heart and soul of the
organization. We have 
expressed them as follows: 
COURAGE: 
Fighting for freedom takes perseverance and unwavering determination in the
face 
of challenges, setbacks, and difficulty. For seventy-five years the NFB has
led this fight and made 
significant progress on the road to complete freedom and equality for the
blind. It will take 
our continued courage to "break down the remaining barriers on the last
miles of the road to 
freedom" (to paraphrase Dr. Maurer). 
RESPECT: 
Our faith in the capacity and dignity of blind individuals is at the heart
of our mission. 
We assert the right to be treated fairly and equally. We reject society's
low expectations that 
come from the ingrained belief that blindness is the characteristic that
exclusively defines us.
FULL PARTICIPATION:
We assert that blind people have a right to live fully and equally in the 
world, and from this flows our expectation that society will not
artificially prevent blind people 
from full participation. The world is better off when all of its people can
contribute all that they 
have to offer.
LOVE:
The NFB provides a loving, supportive, and encouraging family that shares in
the chal
lenges and triumphs of our blind brothers and sisters. This deeply held
faith in one another 
sustains members during times of challenge and cheers on individual and
collective successes. 
Love is the feeling that permeates our organization and pushes us to expect
the best from each 
other.
DEMOCRACY:
The NFB is the original and largest organization of the blind. By virtue of
being a 
democratic organization open to all blind people, we represent the issues
that are important to 
the blind openly and fairly. National, state, and local officers are elected
by the membership of 
the NFB to ensure a representative form of government and democratic
decision-making prac
tices. Our membership-driven structure ensures blind people may determine
their own future 
rather than relying on others to advocate for them.
COLLECTIVE ACTION:
The primary purpose of the NFB is "to serve as a vehicle for collective 
action by the blind." A core belief is that the blind can and will speak for
themselves. Embodied 
in this self-determination is the understanding that progress comes from
blind people working 
together, sharing individual dreams, and speaking with a more powerful,
unified voice than any 
one person could on his or her own.
BRAND PERSONALITY 
Personality attributes are the culture of the organization-who we are, and
also who we aspire 
to be. The NFB's defining personality traits are:
list of 4 items
* 
Inspirational
* 
Innovative
* 
Inviting
* 
Powerful
list end
BRAND VALUE PROPOSITION STATEMENT
The brand value proposition strives to encapsulate what our members and
supporters get out 
of engaging with the National Federation of the Blind. What value does our
brand have in their 
lives? Our brand value proposition statement is: 
I am filled with hope, energy, and love by participating in the National
Federation of 
the Blind because my expectations are raised, my contributions make a
difference to 
me and to others, and I can celebrate the realization of my dreams with my
Federa
tion family.
BRAND POSITIONING STATEMENT
This statement describes the NFB relative to other entities in the blindness
field. It is as follows: 
The NFB is the only organization that believes in the full capacity of blind
people and 
has the power, influence, diversity, and determination to help transform our
dreams 
into reality.
BRAND PROMISE 
The brand promise is a distillation of the other elements, the heart of what
is most important 
about the National Federation of the Blind. It is what each of us tell
ourselves every day so that 
we can go out and live the brand. While it is primarily internal language,
Federation leaders find 
it to be a useful statement about our organization in speeches and
presentations. Our brand 
promise says:
Together with love, hope, and determination, we transform dreams into
reality. 
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 opportuni
ties 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 rectangle version of the National Federation of the Blind logo and
tagline with symbol, logotype, and full logo deliniated
The square version of the National Federation of the Blind logo and tagline
with symbol, logotype, and full logo deliniated
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. 
The rectangle version of the National Federation of the Blind logo
The square version of the National Federation of the Blind logo
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.
The National Federation of the Blind logo and tagline with the height of the
OF THE BLIND text highlighted.
The rectangle version of the National Federation of the Blind logo with
clear space outlined.
The square version of the National Federation of the Blind logo with clear
space outlined.
Logo: Misuses
Do not stretch or distort the logo.
A stretched out version of the National Federation of the Blind logo with an
X over it.
Do not scale the elements separately.
A version of the NFB logo with the symbol very large and the text small.
There is an X over all elements.
Do not change the position of the elements.
The NFB logo with the symbol in it's proper spot, but the text of the logo
is turned up on a diagonal. There is an X over all elements.
Do not change the colors of the logo.
The NFB logo with three icons in blue and three in orange and the text in
green rather than black. There is an X over all elements.
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.
Blue Colors: Left: Pantone 3005 Right: Pantone 294
Green Colors: Left: Pantone 357 Right Pantone 355
Orange Colors: Left: Pantone 021 Right Pantone 173
Black color swatch
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.
The rectangle version of the National Federation of the Blind logo in full
color.
The square version of the National Federation of the Blind logo with the
blue, Pantone 3005 OF THE BLIND text deliniated.
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. 
The rectangular National Federation of the Blind logo in black ink.
The square National Federation of the Blind logo in black ink.
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.
The National Federation of the Blind logo in white on a black background.
Left is the rectangle logo and right is the square logo.
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
if you need the files.
The rectangle format of the National Federation of the Blind of Alabama logo
and tagline.
The square format of the National Federation of the Blind of Alabama logo
and tagline.
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 if you need your logo.
Two options for the rectangle chapter logo: top, The National Federation of
the Blind of South Carolina logo with Anderson Chapter in an arc overtop the
logo. Bottom, the NFB of South Carolina logo with Anderson Chapter in a
straight line and underlined above the words National Federation.
Two options for the square chapter logo: left, The National Federation of
the Blind of South Carolina logo with a line under live the life you want
and
then Anderson Chapter. Right, the NFB of South Carolina logo with Anderson
Chapter in an arc overtop the logo. 
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. 
The rectangle National Federation of the Blind logo with the National
Organization of Parents of Blind Children Division listed under the words OF
THE
BLIND. Tagline below that.
The square National Federation of the Blind logo with the National
Organization of Parents of Blind Children Division listed under the words OF
THE BLIND.
Tagline below that.
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. 
The rectangle National Federation of the Blind logo with the Maryland
Association of Blind Merchants Division listed under the words OF THE BLIND.
Tagline
below that.
The square National Federation of the Blind logo with the Maryland
Association of Blind Merchants Division listed under the words OF THE BLIND.
Tagline
below that.
Contact Suzanne Shaffer at 
sshaffer at nfb.org
or (410) 659-9314, extension 2264 for all logo 
files. She can provide either JPG or EPS (vector) file formats for all the
logos. If you are sending a 
file to a printer 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. 
The opportunity icon in blue. A stylized walking person with a cane. The
person is made up of a pair of curved ribbons forming the arms and legs and
has
an oval for the head. 
The green icon.
The orange icon.
Icon in full color: blue, green, and orange
The black icon on a white background.
The white icon on a black background.
Icon in black and reversed out white on black
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
if you need a file or have 
an idea.
The blue icon with a mortar board on its head.
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. 
Three icons together. The blue icon is the largest with a slightly shorter
orange icon in the center and a small (childsize) green icon on the right. 
A larger blue icon with a small (childsize) green icon.
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
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.
SMALL IMAGE
The green icon sized for the small image area.
The orange icon sized for the small image area.
The blue icon sized for the small image area.
LARGE IMAGE
FACEBOOK
The NFB of Alabama logo centered inside a blue background for the large
image area on facebook.
TWITTER
The NFB of Alabama logo centered inside a blue background for the large
image area on 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 visually impaired
persons, it is recom
mended 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
list of 6 items
1. 
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 and/or your affiliate or division website, such as
blindparents.org or nfb.md.org. 
2. 
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.
3. 
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. 
4. 
Due to the complexities of including graphics in email signatures, we do not
recommend using the NFB logo in your signature at this time.
5. 
If you would like to include language about the NFB philosophy, you may
include the statement below crafted from our one-minute message.
6. 
Please use a black, sans serif 12 point font.
list end
EXAMPLES
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
(888) 867-5309
www.nfb.org
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
(888) 867-5309
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 at 
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
A graphic of the layout of the NFB letterhead with the logo at the top and
the contact info along the bottom.
A graphic of a sheet of business cards with the square logo on the left and
the contact info on the right.
Applications: Marketing Materials
We want to present a unified brand when attending events such as Meet the
Blind Month activ
ities. 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.
In order to ensure a unified brand, please also send any artwork you plan to
have printed to 
communicationsteam at nfb.org
for approval.
A graphic of a T-shirt with the square logo on the pocket area of the front
of the T-shirt and a larger rectangle logo across the back of the T-shirt.
A graphic of a tablecloth with the rectangle NFB logo on the front of the
table.
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 Anna Kresmer at 
akresmer at nfb.org
or call 
her at (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

Richard Payne,  President
National Federation of the Blind of Ohio
937-396-5573or 937/829/3368
Rchpay7 at gmail.com
The National Federation of the Blind knows 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. You can live the life you want;
blindness is not what holds you back


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